Computer-Mediated Focus Groups

Abstract

This article discusses the feasibility and effectiveness of computer-mediated (CM) focus groups. The study describes technological and practical considerations the authors learned from conducting such groups and reports on a comparison of the reactions of CM and face-to-face (FTF) participants in focus groups discussing academic dishonesty. The results suggest that the CM environment, in comparison to FTF, may lessen members' concern about what the moderator thinks of them and discourage participants from withholding embarrassing information. The article concludes with a list of suggestions for this technique and a discussion of the potential advantages and limitations associated with CM focus groups.