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dc.creatorMurgado-Armenteros,Eva María
dc.creatorTorres-Ruiz,Francisco José
dc.creatorVega-Zamora,Manuela
dc.date2012-08-01
dc.date.accessioned2019-04-25T12:41:40Z
dc.date.available2019-04-25T12:41:40Z
dc.identifierhttps://scielo.conicyt.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200008
dc.identifier.urihttp://revistaschilenas.uchile.cl/handle/2250/61157
dc.descriptionThe increasing prominence of online focus groups in market research and the complexity that the Internet environment adds to the conduct of research with focus groups has led to a certain interest in discovering how this method can be applied effectively and to which situations or purposes it is best suited. Based on an examination of the literature and on an empirical survey of the heads of qualitative research at 112 market research companies in Spain, a basic classification of focus groups is proposed, distinguishing between the European and Anglo-Saxon approaches. Within this frame of reference, a set of factors or dimensions is identified that makes it possible to compare online and face to face groups, assess whether the former can really be considered focus groups which resemble either of the two approaches and, as a result, suggest the most appropriate uses or applications.
dc.formattext/html
dc.languageen
dc.publisherUniversidad de Talca
dc.relation10.4067/S0718-18762012000200008
dc.rightsinfo:eu-repo/semantics/openAccess
dc.sourceJournal of theoretical and applied electronic commerce research v.7 n.2 2012
dc.subjectOnline focus group
dc.subjectFace to face focus group
dc.subjectQualitative market research
dc.subjectOnline market research
dc.subjectMethodology
dc.titleDifferences between Online and Face to Face Focus Groups, Viewed through Two Approaches


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