List and explain the factors affecting the decision of how many focus groups are needed in a qualitative research project.
Several factors affect the number of focus groups needed. These include the scope of the issue, the number of distinct market segments, the heterogeneity of the segments, the number of new ideas desired, the level of geographic distinction, the level of ethnic distinction, and the level of detail desired. For each factor, the larger the number, scope, or issue, the more focus groups needed.