期刊
SOCIAL SCIENCE COMPUTER REVIEW
卷 21, 期 4, 页码 506-512出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0894439303256541
关键词
computer-mediated communication; focus groups; online focus groups; face-to-face focus groups; social presence
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.
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