The second qualitative methods mentioned above is group discussions (Also referred to as focus groups). In this types of research method the researcher can get together with several respondents at the same time and initiate a discussion on a certain topic. The opinion of the respondents are considered as information and analyzed later on. This method differs from other methods such as in depth interviews in the sense that here the interaction is not only between the interviewer and the respondent but also among the respondents. It is also considered as a relatively cheap and convenient way of gathering information from several respondents in a short time.
Here we should be aware of the influence that the group itself will have on the discussion and information that is exchanged. The discussion is influenced by the size of the group its composition, the personalities of the people of the people involved the roles they are asked to play the physical and geographical arrangement of the meeting and the chemistry between the interviewer and the group or individuals. It is thus apparent that information gathers by this method will be different from information gathered through historical review and case studies. However this methods is widely used in some research cultures for example in the U K this methods is so widely used that it is regarded as synonymous with qualitative research. In our opinion however the case study methods( also called in depth interviews) is becoming extremely popular in business studies.