As compared to surveys, focus groups have greater depth and more flexibility. It may reveal points which would have escaped our attention in a traditional survey, as surveys could omit certain relevant questions.

There are obvious weaknesses. Focus groups are costlier, and are restricted to those who are ready to participate willingly.

As compared to depth interviews, they show lower cost per person. They stimulate discussion. The discussion is vivid, as it is taped. The weaknesses as compared to depth interviews are that they elicit less information per participant, are less flexible in the use of physical stimuli and are less complete as the level of participation differs from individual to individual.

Personal interviews score over focus groups as they are more flexible. But still focus groups are popular as they are low cost and vivid.