Abstract

Increasingly researchers are turning to online focus groups as a qualitative research method, yet rigorous methodological studies regarding the quantity, quality and diversity of the data generated relative to traditional in-person focus groups are limited. This study experimentally tests the idea generation capabilities of online text-based focus groups versus traditional in-person focus groups using sustainability in the hospitality industry as the idea generation topic. Participants were purposively sampled from the hospitality program at a large Southeastern university and randomly assigned into one of two treatment groups: online text-based or traditional in-person focus groups. The in-person focus groups resulted in a larger word count, and a higher number of ideas generated, although both in-person and online generated an equivalent number of unique ideas. The online focus group generated a comparable average quality of ideas and number of good ideas. There was a high degree of overlap in themes generated by both groups. The results show that online focus groups are capable of generating a comparable level of idea quantity, quality and diversity relative to in-person focus groups.

Notes

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Graduation Date

2018

Semester

Spring

Advisor

Sivo, Stephen

Degree

Doctor of Philosophy (Ph.D.)

College

College of Education and Human Performance

Degree Program

Education; Methodology, Measurement and Analysis

Format

application/pdf

Identifier

CFE0007086

URL

http://purl.fcla.edu/fcla/etd/CFE0007086

Language

English

Release Date

May 2021

Length of Campus-only Access

3 years

Access Status

Doctoral Dissertation (Campus-only Access)

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