Online focus groups An in-depth comparison of computer- mediated and conventional focus group discussions

This study compares face-to-face (FTF) focus groups with focus groups conducted via computer-mediated communication (CMC), using a range of outcome, process and subjective measures. Sixteen groups of three undergraduates participated in focus group discussions under FTF and CMC conditions on two different topics. Topics, communication condition and order of discussion were counterbalanced over groups. Among the results, it was found that, after controlling for the greater number of contributions made by participants in FTF discussions, more ideas and answers were generated in CMC than in FTF discussions; 21, 20 and seven participants preferred the CMC, FTF and ‘either’ discussion setting, respectively. The results suggest that CMC may be a viable alternative to FTF focus groups for certain purposes. Limitations and directions for future research are discussed.