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Computer-mediated focus groups
1Department of Measurement, Statistics and Evaluation, University of Maryland, USA.
Evaluation Review
|February 24, 2001
Summary
Computer-mediated (CM) focus groups offer a feasible alternative to face-to-face (FTF) discussions. CM environments may reduce participant anxiety and encourage more open sharing of sensitive information, enhancing data quality.
Area of Science:
- Social Sciences
- Communication Studies
- Research Methodology
Background:
- Traditional face-to-face (FTF) focus groups are a common qualitative research method.
- The rise of digital communication necessitates exploring alternative methods like computer-mediated (CM) focus groups.
- Understanding the practicalities and participant experiences in CM focus groups is crucial for their adoption.
Purpose of the Study:
- To assess the feasibility and effectiveness of computer-mediated (CM) focus groups.
- To identify technological and practical considerations for conducting CM focus groups.
- To compare participant reactions in CM versus FTF focus groups.
Main Methods:
- The study involved conducting computer-mediated (CM) focus groups.
- A comparison was made between CM and face-to-face (FTF) focus groups.
- Participants discussed the topic of academic dishonesty in both environments.
Main Results:
- Computer-mediated (CM) focus groups were found to be feasible.
- Participants in CM focus groups reported less concern about moderator perception.
- CM environments appeared to reduce reluctance in sharing embarrassing information compared to FTF groups.
Conclusions:
- Computer-mediated (CM) focus groups present a viable research technique.
- The CM format may foster greater participant openness and reduce social anxieties.
- The article provides recommendations for implementing CM focus groups, outlining their advantages and limitations.