The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, p. 115).
The online asynchronous mode of focus group discussions has been discussed elsewhere in Research Design Review, including “Credibility & the Online Asynchronous Focus Group Method” and “The Asynchronous Focus Group Method: Participant Participation & Transparency.” Although this approach to focus groups is important, e.g., in gaining cooperation from certain segments of the population and for particular research topics, there are many reasons to first consider in-person focus group discussions.
Group interviewing in the in-person mode has the advantage of being a natural form of communication. Even in the social media, online world we live in today, the scenario of people sitting together and sharing their opinions and experiences is generally considered a socially acceptable form in the everyday lives of humans. And it is this natural way of communicating that ignites the dynamic, interactive environment that is, in many ways, the raison d’être of the focus group method. As the primary strength of the group discussion method, participant interaction is Read Full Text