What is it about?
Focus groups facilitated via online video technology provide data similar in quality to those conducted face to face. Online text-only focus groups, however, were able to gather the same number of ideas generated as the other two mediums but did not have the same depth or participant exchange of ideas.
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Why is it important?
One of the first studies to empirically examine the potential for online video as a medium to facilitate focus groups.
Perspectives
Facilitating focus groups using online video conferencing technology is really taking off with the plethora of free and low cost tools available. Social media video streaming tools could present a unique opportunity for researchers as well. Knowing what to expect in this kind of environment in terms of moderating and data quality can be helpful to succeeding.
Professor Katie M Abrams
Colorado State University
Read the Original
This page is a summary of: Data Richness Trade-Offs Between Face-to-Face, Online Audiovisual, and Online Text-Only Focus Groups, Social Science Computer Review, June 2014, SAGE Publications,
DOI: 10.1177/0894439313519733.
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