Abstract
The use of focus groups as a qualitative research method has received criticism, particularly concerning its lack of predictive validity. However, it has also been lauded for providing rich and in-depth information. This study sought to enhance focus group research results by combining a computer-assisted technology (Continuous Attitudinal Response Technology, CARTtm) and social scientific data collection techniques (national poll) in testing subjects' responses to Proposition 103, an insurance industry regulating initiative.1 Excerpts from television commercials, newscasts, and talk shows constituted the stimuli for focus group subjects. Results from use of the CARTtm system with focus group subjects confirmed those derived from the national poll, regarding the insurance controversy. However, processes inherent in the CARTtm technology allowed for more in-depth analysis and interpretation than the survey technique alone. Keywords: Computer, social science, continuous attitudinal response technology, survey methods, insurance, validity.
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