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
5-15-2021
Length of Campus-only Access
3 years
Access Status
Doctoral Dissertation (Open Access)
STARS Citation
Richard, Brendan, "Assessing the Effectiveness of Online Focus Groups Versus In-person Focus Groups" (2018). Electronic Theses and Dissertations. 5903.
https://stars.library.ucf.edu/etd/5903