Online audio group discussions: a comparison with face-to-face methods

The performance of online focus groups has been extensively documented, but the extant research primarily emphasised the online typing method.

Online audio group discussions: a comparison with face-to-face methods

Colin C. ChengYuan Ze University

Dennis KrumwiedeIdaho State University

Chwen SheuKansas State University


Traditionally, a focus group is conducted in a face-to-face (FTF) manner. While this method offers many advantages, it often requires participants to travel great distances to conduct a focus group interaction. In addition, the cost associated with the FTF method could be substantial, including the rental of research facilities, payments to participants and moderator salaries, among others. Consequently, the considerable amount of time and cost could become significant barriers to the use of the FTF...

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