Online Focus-Groups: Methodical Reflection
Research Article
How to Cite
Zheliznyk M.N. Online Focus-Groups: Methodical Reflection. Interaction. Interview. Interpretation. 2023. Vol. 15. No. 2. P. 51-71. DOI: https://doi.org/10.19181/inter.2023.15.2.3 (in Russ.).
Abstract
The digitalization process transforms ways of social reality research. Since the late nineties of the last century online methods have become popular, classical research methods have been digitized, the natively digital methods have emerged, for example, asynchronous online focus groups. The pandemic has led to a rapid increase of popularity of online-methods in Russia, in particular online focus groups have become in demand by the market. Despite the removal of COVID restrictions, online focus groups have remained popular. In this article we consider the changed social reality, analyze specifics in the organization and conduct of online focus groups on the example of Leningrad Region. We demonstrate the advantages and disadvantages of this method, comprehend the factors that may lead to sample bias in organizing online focus groups, present our results in the field of organization and conduct of focus groups on the Internet. The presented arguments provide a more complex framework for researchers, and especially early career researchers, to make a reasoned and balanced decision when selecting between face-to-face and digital modes.
Keywords:
online focus-group, focus-group, methodical reflection, peculiarity of online-research, research context, research techniques
References
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Abrams K.M., Wang Z., Song Y.J., Galindo-Gonzalez S. (2014) Data Richness Trade-Offs Between Face-to-Face, Online Audiovisual, and Online Text-Only Focus Groups. Social Science Computer Review. Vol. 33. No. 1. P. 80–96. DOI: https://doi.org/10.1177/08944393135197
Archibald M.M., Ambagtsheer R.C., Casey M.G., Lawless M. (2019) Using Zoom Videoconferencing for Qualitative Data Collection: Perceptions and Experiences of Researchers and Participants. International Journal of Qualitative Methods. Vol. 18. P. 1–8. DOI: https://doi.org/10.1177/1609406919874596
Belanovsky S.A. (1996) Metod focus-grupp [Focus-Group Method]. Мoscow: Izdatelstvo Magistr. (In Russ.)
Belanovsky S.A., Nikolskaya A.V. (2021) Chto ne tak s focus-gruppami? [What Is Wrong With Focus-Froups?]. ECO. No. 6. P. 99–118. DOI: https://doi.org/10.30680/ECO0131-7652-2021-6-99-118 (In Russ.)
Chen J., Neo P. (2019) Texting the Waters: An Assessment of Focus Groups Conducted via the Whatsapp Smartphone Messaging Application. Methodological Innovations. Vol. 12. No. 3. P. 1–10. DOI: https://doi.org/10.1177/2059799119884276
Farakhutdinov Sh.F. (2020) Onlain fokus-gruppy: metodicheskie osobennosti i evristicheskie vozmozhnosti [Online Focus Groups: Methodological Features and Heuristic Possibilities]. Sociologiya [Sociology]. No. 6. P. 16–22. (In Russ.)
Fox F.E., Morris М., Rumsey N. (2007) Doing Synchronous Online Focus Groups with Young People: Methodological reflection. Qualitative Health Research. Vol. 17. No. 4. P. 539–547. DOI: https://doi.org/10.1177/1049732306298754
Greenbaum T.L. (1998) Internet Focus Groups Are Not Focus Groups — So Don’t Call Them That. Quirk’s Marketing Research Review. Vol. 12. No. 7. P. 62–63.
Lebedev P.A. (2016) Onlainovye focus-gruppy. Vozmozhnosti ogranichenia i osobennosti procedury [Online Focus Group. Features, Limitations and Specificities of the Procedure]. Moscow: Prospect. (In Russ.)
Lobe B., Morgan D.L., Hoffman K.A (2022) Systematic Comparison of In-Person and Video-Based Online Interviewing. International Journal of Qualitative Methods. Vol. 21. P. 1–12. DOI: https://doi.org/10.1177/16094069221127068
Morgan D., Lobe B. (2011) Online Focus Groups. In: N.H.-B. Sharlene (ed.) The Handbook of Emergent Technologies in Social Research. Oxford: Oxford University Press. P. 199–229.
Murgado-Armenteros E.M., Torres-Ruiz F.J., Vega-Zamora M. (2012) Differences Between Online and Face to Face Focus Groups, Viewed Through Two Approaches. Journal of Theoretical and Applied Electronic Commerce Research. Vol. 7. No. 2. P. 73–86. DOI: https://doi.org/10.4067/S0718-18762012000200008
O’Connor H., Madge C. (2003) Focus Groups in Cyberspace: Using the Internet for Qualitative Research. Qualitative Market Research: An International Journal. Vol. 6. No. 2. P. 133–143. DOI: https://doi.org/10.1108/13522750310470190
Poynter R. (2010) The Handbook of Online and Social Media Research Tools and Techniques for Market Researchers. Chippenham: WILEY.
Rozhdestvenskaya E. (2016) Kachestvennye onlain-metody [Qualitive Methods of Online Research]. In: A.V. Shashkina, I.F. Devyatko, S.G. Dabydova (eds.) Onlain issledovania v Rossii: tendencyi i perspectivy [Online Research in Russia: Tendencies and Perspectives]. Moscow: Izdatelstvo MIK. P. 391–415. (In Russ.)
Rybakova O.V. (2009) Forum gruppy v sociologicheskih issledovaniyah: osobennosti organizacyi i moderirovaniya [Forum Groups in Sociological Research: Peculiarities in Organization and Moderation]. Kultura, lichnost, obshhestvo v sovremennom mire: metodologiya, opyt empiricheskogo issledovaniya: materialy XII Mezhdunarodnoj konferencii [Culture, Personality, Society in the Modern World: Methodology, Empirical Research Experience: Materials of the XII International Conference]. Ekaterinburg: Izdatelstvo UrFU. P. 67–70. (In Russ.)
Stewart K., Williams M. (2005) Researching Online Populations: the Use of Online Focus Groups for Social Research. Qualitative Research. Vol. 5. No. 4. P. 395–416. DOI: https://doi.org/10.1177/1468794105056916
Van Dijk J. (2020) The Digital Divide. Cambridge: Polity. DOI: https://doi.org/10.1002/asi.24355
Abrams K.M., Wang Z., Song Y.J., Galindo-Gonzalez S. (2014) Data Richness Trade-Offs Between Face-to-Face, Online Audiovisual, and Online Text-Only Focus Groups. Social Science Computer Review. Vol. 33. No. 1. P. 80–96. DOI: https://doi.org/10.1177/08944393135197
Archibald M.M., Ambagtsheer R.C., Casey M.G., Lawless M. (2019) Using Zoom Videoconferencing for Qualitative Data Collection: Perceptions and Experiences of Researchers and Participants. International Journal of Qualitative Methods. Vol. 18. P. 1–8. DOI: https://doi.org/10.1177/1609406919874596
Belanovsky S.A. (1996) Metod focus-grupp [Focus-Group Method]. Мoscow: Izdatelstvo Magistr. (In Russ.)
Belanovsky S.A., Nikolskaya A.V. (2021) Chto ne tak s focus-gruppami? [What Is Wrong With Focus-Froups?]. ECO. No. 6. P. 99–118. DOI: https://doi.org/10.30680/ECO0131-7652-2021-6-99-118 (In Russ.)
Chen J., Neo P. (2019) Texting the Waters: An Assessment of Focus Groups Conducted via the Whatsapp Smartphone Messaging Application. Methodological Innovations. Vol. 12. No. 3. P. 1–10. DOI: https://doi.org/10.1177/2059799119884276
Farakhutdinov Sh.F. (2020) Onlain fokus-gruppy: metodicheskie osobennosti i evristicheskie vozmozhnosti [Online Focus Groups: Methodological Features and Heuristic Possibilities]. Sociologiya [Sociology]. No. 6. P. 16–22. (In Russ.)
Fox F.E., Morris М., Rumsey N. (2007) Doing Synchronous Online Focus Groups with Young People: Methodological reflection. Qualitative Health Research. Vol. 17. No. 4. P. 539–547. DOI: https://doi.org/10.1177/1049732306298754
Greenbaum T.L. (1998) Internet Focus Groups Are Not Focus Groups — So Don’t Call Them That. Quirk’s Marketing Research Review. Vol. 12. No. 7. P. 62–63.
Lebedev P.A. (2016) Onlainovye focus-gruppy. Vozmozhnosti ogranichenia i osobennosti procedury [Online Focus Group. Features, Limitations and Specificities of the Procedure]. Moscow: Prospect. (In Russ.)
Lobe B., Morgan D.L., Hoffman K.A (2022) Systematic Comparison of In-Person and Video-Based Online Interviewing. International Journal of Qualitative Methods. Vol. 21. P. 1–12. DOI: https://doi.org/10.1177/16094069221127068
Morgan D., Lobe B. (2011) Online Focus Groups. In: N.H.-B. Sharlene (ed.) The Handbook of Emergent Technologies in Social Research. Oxford: Oxford University Press. P. 199–229.
Murgado-Armenteros E.M., Torres-Ruiz F.J., Vega-Zamora M. (2012) Differences Between Online and Face to Face Focus Groups, Viewed Through Two Approaches. Journal of Theoretical and Applied Electronic Commerce Research. Vol. 7. No. 2. P. 73–86. DOI: https://doi.org/10.4067/S0718-18762012000200008
O’Connor H., Madge C. (2003) Focus Groups in Cyberspace: Using the Internet for Qualitative Research. Qualitative Market Research: An International Journal. Vol. 6. No. 2. P. 133–143. DOI: https://doi.org/10.1108/13522750310470190
Poynter R. (2010) The Handbook of Online and Social Media Research Tools and Techniques for Market Researchers. Chippenham: WILEY.
Rozhdestvenskaya E. (2016) Kachestvennye onlain-metody [Qualitive Methods of Online Research]. In: A.V. Shashkina, I.F. Devyatko, S.G. Dabydova (eds.) Onlain issledovania v Rossii: tendencyi i perspectivy [Online Research in Russia: Tendencies and Perspectives]. Moscow: Izdatelstvo MIK. P. 391–415. (In Russ.)
Rybakova O.V. (2009) Forum gruppy v sociologicheskih issledovaniyah: osobennosti organizacyi i moderirovaniya [Forum Groups in Sociological Research: Peculiarities in Organization and Moderation]. Kultura, lichnost, obshhestvo v sovremennom mire: metodologiya, opyt empiricheskogo issledovaniya: materialy XII Mezhdunarodnoj konferencii [Culture, Personality, Society in the Modern World: Methodology, Empirical Research Experience: Materials of the XII International Conference]. Ekaterinburg: Izdatelstvo UrFU. P. 67–70. (In Russ.)
Stewart K., Williams M. (2005) Researching Online Populations: the Use of Online Focus Groups for Social Research. Qualitative Research. Vol. 5. No. 4. P. 395–416. DOI: https://doi.org/10.1177/1468794105056916
Van Dijk J. (2020) The Digital Divide. Cambridge: Polity. DOI: https://doi.org/10.1002/asi.24355
Article
Received: 13.02.2023
Accepted: 27.06.2023
Citation Formats
Other cite formats:
APA
Zheliznyk, M. N. (2023). Online Focus-Groups: Methodical Reflection. Interaction. Interview. Interpretation, 15(2), 51-71. https://doi.org/10.19181/inter.2023.15.2.3
Section
Research Reflection
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