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Volume 7
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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
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Article

Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches

by
Eva María Murgado-Armenteros
,
Francisco José Torres-Ruiz
and
Manuela Vega- Zamora
Department of Business Management, Marketing and Sociology, University of Jaen, Jaen, Spain
J. Theor. Appl. Electron. Commer. Res. 2012, 7(2), 73-86; https://doi.org/10.4067/S0718-18762012000200008
Submission received: 10 December 2011 / Revised: 14 May 2012 / Accepted: 15 May 2012 / Published: 1 August 2012
Versions Notes

Abstract

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.
Keywords: online focus group; face to face focus group; qualitative market research; online market research; methodology online focus group; face to face focus group; qualitative market research; online market research; methodology

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MDPI and ACS Style

Murgado-Armenteros, E.M.; Torres-Ruiz, F.J.; Vega- Zamora, M. Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches. J. Theor. Appl. Electron. Commer. Res. 2012, 7, 73-86. https://doi.org/10.4067/S0718-18762012000200008

AMA Style

Murgado-Armenteros EM, Torres-Ruiz FJ, Vega- Zamora M. Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches. Journal of Theoretical and Applied Electronic Commerce Research. 2012; 7(2):73-86. https://doi.org/10.4067/S0718-18762012000200008

Chicago/Turabian Style

Murgado-Armenteros, Eva María, Francisco José Torres-Ruiz, and Manuela Vega- Zamora. 2012. "Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches" Journal of Theoretical and Applied Electronic Commerce Research 7, no. 2: 73-86. https://doi.org/10.4067/S0718-18762012000200008

APA Style

Murgado-Armenteros, E. M., Torres-Ruiz, F. J., & Vega- Zamora, M. (2012). Differences between Online and Face to Face Focus Groups, Viewed through Two Approaches. Journal of Theoretical and Applied Electronic Commerce Research, 7(2), 73-86. https://doi.org/10.4067/S0718-18762012000200008

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