文章基本信息

标题：Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches
本地全文：下载
作者：Eva María Murgado-Armenteros ; Francisco José Torres-Ruiz ; Manuela Vega-Zamora 等
期刊名称：Journal of Theoretical and Applied Electronic Commerce Research
印刷版ISSN：0718-1876
电子版ISSN：0718-1876
出版年度：2012
卷号：7
期号：2
页码：73-86
语种：English
出版社：Universidad de Talca
其他摘要：The increasing prominence of online focus groups in market research and the complexity that the Internet environment adds to the conduct of research with focus groups has led to a certain interest in discovering how this method can be applied effectively and to which situations or purposes it is best suited. Based on an examination of the literature and on an empirical survey of the heads of qualitative research at 112 market research companies in Spain, a basic classification of focus groups is proposed, distinguishing between the European and Anglo-Saxon approaches. Within this frame of reference, a set of factors or dimensions is identified that makes it possible to compare online and face to face groups, assess whether the former can really be considered focus groups which resemble either of the two approaches and, as a result, suggest the most appropriate uses or applications.
关键词：Online focus group; Face to face focus group; Qualitative market research; Online market research; Methodology