A critical comparison of offline focus groups, online focus groups and e-Delphi

The boom in online marketing research represents one of the fastest-growing segments of the research industry.

A critical comparison of offline focus groups, online focus groups and e-Delphi

Elisabeth BrüggenMaastricht University

Pieter WillemsPWNEXT


The rapid growth of the internet has opened up new opportunities for collecting and disseminating research information worldwide. Online surveys are becoming increasingly popular and have been researched widely (e.g. Deutskens et al. 2004,2006; Roster et al.2004; Schillewaert & Meulemeester 2005). In contrast, little empirical research analyses online qualitative research techniques, though they offer various advantages, including lower costs, shorter project lead times, shorter field times, greater access to busy professionals, and international reach (Gaiser 1997;...

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