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Given that these opinions are often obtained from small numbers of people, the findings are not necessarily statistically valid. Focus groups and interviews are common methods used to collect qualitative data. This kind of data is often revealing and useful, but it is costly and time-consuming to collect, particularly for a start-up or small business.
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Firms protect the privacy of participants by promising that the data collected will be presented to the sponsor either in aggregate or in a format stripped of any personally identifiable information.