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Online focus groups are a modern qualitative research method that utilizes the internet to collect insights from participants worldwide. They are categorized into synchronous and asynchronous types, offering flexibility and cost savings. These virtual forums, facilitated by advanced communication technologies, allow for interactive sessions and in-depth discussions. Despite their advantages, they also pose challenges such as technical issues and participant management.
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Online focus groups are virtual forums that use advanced communication technologies to gather insights from participants in diverse locations
Cost Efficiency
Online focus groups are cost-efficient as they eliminate geographical constraints and expenses associated with traditional in-person focus groups
Logistical Convenience
Online focus groups offer logistical convenience as they can be conducted from anywhere, making them ideal for international studies
Seamless Recording and Transcription
The digital nature of online focus groups allows for the seamless recording and transcription of sessions, aiding in meticulous analysis and ensuring no detail is overlooked
Online focus groups can be categorized into synchronous (real-time) and asynchronous (time-extended) formats
To conduct an effective online focus group, moderators should meticulously plan and craft open-ended questions to elicit comprehensive responses
Breaking Participants into Smaller Groups
For larger groups, breaking participants into smaller breakout rooms can enhance interaction and prevent any one voice from dominating the conversation
Choosing a Stable and User-Friendly Platform
Choosing a stable and user-friendly video conferencing platform is critical to minimize technical disruptions and maintain a professional atmosphere conducive to open dialogue
Coordinating across different time zones, technical issues, and potential distractions are some of the challenges of conducting online focus groups
Online focus groups offer greater accessibility, cost savings, and the ability to connect with participants worldwide, while traditional focus groups allow for a more nuanced observation of participant behavior and foster a deeper rapport between the moderator and the group
The research objectives, subject matter, and demographic characteristics of participants should be considered when deciding between online and traditional focus groups
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Definition of online focus groups
Qualitative research method using the internet to gather insights via virtual forums.
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Technologies enabling online focus groups
Video conferencing and online discussion platforms for interactive sessions.
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Role of moderator in online focus groups
Guides discussion, maintains topic relevance and productivity.
