| Speed |
More time consuming |
Faster |
| Cost |
More costly |
More cost effective |
| Data |
More information per respondent |
Less information at individual level |
| Social desirability |
1 respondent+1 interviewer |
6–12 respondents+moderator |
| Strength |
Honing in on detail |
Building consensus on a topic |
| Shared goal |
Uncover respondent problems with survey topics and questions |
|