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A fundamental difficulty with focus groups (and other forms of qualitative research) is the issue of observer dependency: the results obtained are influenced by the researcher or his or her reading of the group's discussion, thus raising questions of the validity of the research (see experimenter's bias).
The focus group is marketing research technique for qualitative data that involves a small group of people (6–10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator.
The activities often include short surveys, quick polls, online focus groups, and participant-led discussion forums. One could argue that communities are either a form of quantitative or qualitative research, depending on the number of participants and the nature of the research tasks they undertake. Market research communities (MROC's) have ...
Online focus groups are appropriate for consumer research, business to business research and political research. Interacting over the web avoids a significant amount of travel expense. It allows respondents from all over the world to gather, electronically for a more representative sample.
Qualitative research is a type of research that aims to gather and analyse non-numerical (descriptive) data in order to gain an understanding of individuals' social reality, including understanding their attitudes, beliefs, and motivation.
A fishbowl conversation is a form of dialogue that can be used when discussing topics within large groups. Fishbowl conversations are sometimes also used in participatory events such as unconferences. The advantage of fishbowl is that it allows the entire group to participate in a conversation. Several people can join the discussion.
They are also referred to as Internet research, [1] Internet science [2] or iScience, or Web-based methods. [3] Many of these online research methods are related to existing research methodologies but re-invent and re-imagine them in the light of new technologies and conditions associated with the internet. The field is relatively new and evolving.
Managing research. Public involvement in the steering group or managing committee that oversees the research. Undertaking research. Members of the public help carrying out the research. This can include, for example, gathering evidence, reviewing literature, conducting interviews and focus groups, and analysing the results.