Definition of Online Focus Groups

Qualitative research performed through the Internet involves gathering data from free-format responses elicited by openended responses to in-depth and subjective observations. Qualitative research is used to measure experiences, emotions, opinions and other non-quantitative data. The respondents are pre-recruited from an online list. Focus is on emotions like or and phrases used are like Im Mad now, Im Frowning. It could also be based on font colors.

Advantages of Online Focus Groups

Efficiency: session conducted in a very short time period field, transcripts and data analysis times are reduced time and place are convenient for participants Diversity of group participants: participants are recruited from diverse geographic locations and different social and demographic groups reduced problem of anonymity of group members consumers who are too busy or dislike group participation can be persuade to join a discussion Some Other Points Include Participation, Time commitment, Openness of respondents, Recruitment of respondents, Communication with moderator, Client involvement, Online groups easier to moderate.

Disadvantages of Online Focus Group

Online focus groups are most effective when qualitative feedback is needed quickly, participants are from widely dispersed locations, and/or ideas for questions to be included in a quantitative survey are needed.

Misuse Some people consider the results as conclusive when it should be just exploratory.
Misjudge client and researcher bias. Difficult to code, analyze and interpret. Security Attention to the topic Role and skill of the moderator