An experimental comparison of computer-mediated and face-to-face focus groups
An experimental comparison of computer-mediated and face-to-face focus groups
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DOI：
10.1177/0894439303256541
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发表时间：
2003-12-01
影响因子：
4.1
通讯作者：
Olmsted, MG
中科院分区：
文献类型：
--
作者：
Underhill, C;Olmsted, MG
通过电脑组织焦点小组正在成为一种越来越流行的收集数据的方法。基于internet的焦点小组的主要好处包括成本较低、没有差旅费用、自动捕获讨论数据以及能够接触到远程人群进行参与。尽管基于互联网的焦点小组很受欢迎，但很少有研究对传统的面对面焦点小组和基于计算机的焦点小组所获得的信息的数量和质量进行比较。这项研究比较了面对面和两种基于计算机的焦点小组条件下获得的信息的数量和质量。结果表明，使用电脑进行焦点小组讨论可以产生类似数量的信息。最重要的是，从基于计算机的焦点小组获得的信息质量与从面对面小组获得的信息没有显著差异。改变社会互动水平导致不同程度的感知社会存在并没有产生信息质量或数量上的差异。
Conducting focus groups via computers is becoming an increasingly popular method for collecting data. The main benefits of Internet-based focus groups include lower cost, no travel expenses, automatic capture of the discussion data, and the ability to reach remote populations for participation. Although Internet-based focus groups are popular, little research has been done to compare the quantity and quality of the information obtained from traditional face-to-face focus groups and computer-based focus groups. This study compared the quantity and quality of information gained from face-to-face and two computer-based focus group conditions. Results indicated conducting focus groups using a computer produces similar amounts of information. Most important, the quality of the information obtained from computer-based focus groups is not significantly different from information obtained from face-to-face groups. Varying the levels of social interaction to cause different levels of perceived social presence did not produce differences in the quality or quantity of information.