Online Focus Groups: Benefits and Disadvantages

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Table of Contents

Introduction
Process of conducting an online focus group
Why use online focus groups?
Advantages of using an online focus group
Disadvantages of using an online focus group
Conclusion
References

Introduction

A focus group is a small group of people or subjects usually identified by a researcher as a target population for the purpose of extracting relevant insights and ideas from them which in turn form the basis of their beliefs and perceptions. Online focus groups, therefore, refer to groups whose interaction is supported over an internet platform implying that participants require a computer connection. This is unlike traditional focus groups that rely on face to face interviews. Online focus groups are classified as a form of qualitative research method and the main advantage they offer is the possibility to acquire in-depth information on an area of study (Poynter, 2010).

Process of conducting an online focus group

Conducting an online focus group requires several aspects to be fulfilled. A reliable internet or network connection is required for participants. Furthermore, participants require a computer to access the tool or application. The first stage includes defining the purpose and developing the plan to determine the allocation of required resources. The questions are then drafted and a pilot test conducted to gauge the effectiveness of the tool. If the findings provide a go-ahead for the interview, the online focus group can be conducted. The final stage includes the delivery of a comprehensive report on findings as well as analysis and representation of the data collected.

Why use online focus groups?

For the purpose of diagnosing issues associated with employee job satisfaction, and an online focus group may be deemed as a useful method. This is due to the fact that the participant may choose to remain anonymous thereby enabling them to disclose their feelings without fear of being condemned. Furthermore, online focus groups allow participants to air their views and provide possible suggestions that may offer solutions for the problems raised pertaining to job satisfaction. Online focus groups incorporate how different groups view issues. Upon consolidating these views, the relevant management tasked with enforcing job satisfaction will be in a position to make better-refined decisions pertaining to planning and reallocation of company resources.

Online focus groups are useful for issues that are likely to lead to conflicts especially when the ideas are being expressed by people considered as the minority. They are equally useful in situations where there is a clear power structure, like subordinates and management, and in this case, subordinates may fail to express their views in the presence of management.

Advantages of using an online focus group

There are several advantages of using an online focus group. The challenge of geographical distance is eliminated as the tool provides a global reach unlike the traditional face to face focus groups. Participants can interact on a real-time basis irrespective of location. Participants save time and money due to the fact that they do not have to be physically present for the interview. Other expenses, like accommodation and meals, may not be incurred hence lowering costs (Bryman & Bell, 2007).

Online focus groups offer in-depth information which is vital for explaining complex phenomena and behavioral tendencies. Furthermore, the moderator is in a position to seek clarification in the event of ambiguities. Due to the fact, online focus groups are conducted online, more participants may be involved. The fact that participants are anonymous means that they feel comfortable to provide responses without fear of being judged. This promotes a desired level of integrity. Online focus groups are useful in conducting interviews that relate to sensitive matters which participants may otherwise be uncomfortable to discuss in open forums (Litosselliti, 2003).

Disadvantages of using an online focus group

Online focus groups present several limitations. Due to the fact that the moderator has limited abilities to control the discussion, the group may be difficult to manage leading to problems in ensuring the agenda is adhered to. The tool may experience downtime in the event that internet connections become unreliable. Physical infrastructural failures may disrupt the conducting of an online focus group. These include a breakdown of services from internet service providers and vandalism of hardware and technical components that support computer interactions.

One of the tests of a good sample is representativeness. However, the use of online focus groups does not support this idea as participants do not have an equal chance of representation. More so, the fact that it is conducted online rules out the possibility of certain people participating in the interviews (e.g. low-income earners and the illiterate). Online focus groups lack a sense of ‘personal touch’. This means that visual cues and expressions of participants are unknown to the moderator or person facilitating the online focus group.

Conclusion

In conclusion, it is evident that the benefits of online focus groups outweigh the limitations. To overcome the disadvantages of traditional face to face focus groups, interviewers should opt for the use of online focus groups. Furthermore, due to the accelerated adoption of information technology in many continents, the world has been reduced to a global village hence making it easier to engage in interactions over a web platform.

References

Bryman, A., & Bell, E. (2007). Business Research Methods. United Kingdom: Oxford University Press.

Litosselliti, L. (2003). Using Focus Groups in Research. London, United Kingdom: MPG Books Ltd.

Poynter, R. (2010). The Handbook of Online and Social Media Research: Tools and Techniques for Market Researchers. West Sussex, United Kingdom: John Wiley and Sons Ltd.

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