Conducting An Online Focus Group

Abstract

Traditionally, focus groups have been conducted in person using the face-to-face format. However, improvements in technology have resulted in the emergence of the online focus groups. Online focus groups are an extension of traditional focus groups, which have been utilized in qualitative research for decades and, for the most part, the principles are consistent with traditional focus groups. Learning to conduct online focus groups requires the researcher to delve into the literature on traditional focus groups, as having a thorough understanding of traditional focus groups is paramount. After gaining a sufficient understanding of traditional focus groups, the researcher can explore journal articles and video clips addressing the nuances of online focus groups.