An experimental comparison of computer-mediated and face-to-face focus groups

Conducting focus groups via computers is becoming an increasingly popular method for collecting data. The main benefits of Internet-based focus groups include lower cost, no travel expenses, automatic capture of the discussion data, and the ability to reach remote populations for participation. Although Internet-based focus groups are popular, little research has been done to compare the quantity and quality of the information obtained from traditional face-to-face focus groups and computer-based focus groups. This study compared the quantity and quality of information gained from face-to-face and two computer-based focus group conditions. Results indicated conducting focus groups using a computer produces similar amounts of information. Most important, the quality of the information obtained from computer-based focus groups is not significantly different from information obtained from face-to-face groups. Varying the levels of social interaction to cause different levels of perceived social presence did not produce differences in the quality or quantity of information.