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| Author: | Reid, D.J. Reid, F.J.M. |
| Title: | Online focus groups - An in-depth comparison of computer-mediated and conventional focus group discussion |
| Journal: | International Journal of Market Research
2005 : VOL. 47:2, p. 131-162 |
| Index terms: | Comparative research Focus groups Internet Marketing research |
| Language: | eng |
| Abstract: | The paper compares face-to-face focus groups with focus groups conducted via computer-mediated communication using outcome, process and subjective methods. As a result it was found that more ideas and answers were generated in the computer-mediated communication than in the face-to-face focus groups. This indicated that computer-mediated communication may be a viable alternative to traditional focus groups. |
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