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Web Survey Bibliography

Title On-line focus groups: conceptual issues and a research tool
Author Montoya-Weiss, M. M., Massey, A. P., Clapper, D. L.
Source European Journal of Marketing, 32, 7/8, pp. 713-723
Year 1998
Database ProQuest
Access date 22.07.2004
Abstract The potential effects of computer technology on the traditional structure and functioning of focus groups are explored. Online focus groups are purported to be cost-effective, enable the inclusion of dispersed participants, and result in broad and honest responses on the part of participants as a result of system anonymity. However, many of these claims have not been carefully examined. It is essential that the unique qualities of online environments form the theoretical grounding for online research efforts. Drawing on insights from research in the computer-mediated communication field, some conditions are proposed in which online focus groups may broaden current applications and provide a useful complement to traditional face-to-face approaches.
Access/Direct link ProQuest (full text)
Year of publication1998
Bibliographic typeJournal article
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Web survey bibliography - Marketing/business (336)

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