Qualitative Market Research An International Journal · 2001 · 109 citations · 0 references
Social SciencesDesignCommunication Research MethodsEthnographyGroup WorkCase Study ResearchEthnographic ResearchFocus Group AnalysisFocus Group MethodsFocus Group ResearchQualitative Research MethodsFocus Group DiscussionsOnline InterviewsVirtual Focus GroupsVirtual Group Work
Abstract Conducting qualitative research online is becoming more prominent and popular as a way of collecting insights and information as companies discover the advantages, learn the methodologies, and understand the most appropriate uses. Examines various aspects of the two most utilized methodologies for conducting online qualitative research and discusses each phase of designing and implementing such a study. Specific recommendations for conducting virtual groups and avoiding technical obstacles are offered for those new to the online venue.