Online Focus Groups – An Advanced Approach to Gathering of Information

Qualitative methods of research as adopted by the research scholars to gather information greatly vary. This is because the research participants come from different backgrounds and choose the method according to what they actually need for their research work. Previously, the research scholars from diverse ethnic and cultural backgrounds were asked to meet at a common venue. They were encouraged to talk about a certain topic, idea, product, person or service and guided by a facilitator throughout the discussion. 

These days, such an idea has become almost obsolete. Advancement in technology has enabled the individuals to exchange their ideas, participate into group discussion without going out. Several portals are available on the internet to facilitate such kind of meeting. Online web cam or several chat applications on Yahoo, Skype, Google etc allow every member of the selected online focus groups to discuss about or argue on a particular subject matter or seek suggestions on a particular topic. What they are required to do is to switch on their computer or smartphone and participate into chatting through a designated chat room they are a member of. 

There are several smart ways to share views and thoughts among themselves and also with the facilitator. One most popular method is to assign the message or online bulletin to the group. It can remind you of online forum. However, there are two major differences not to overlook that online focus groups have limited number of participants and the subject matters of discussions are more controlled. 

Online discussion is no less effective than what the researchers could gather from the old model of knowledge sharing at a certain place of meeting. Online environment is a virtual model that imitates the style of face-to-face meeting without requiring anybody to meet at a common place. The members are allowed to ask questions and discuss on a topic pertaining to the ambit of their research work at the comfort of their home. Usually, these group discussions are extended to or go on the most popular social networking sites like Facebook, Twitter etc. It benefits the members of the research groups as they can get more varied reactions on these social media platforms. 

It is possible to use the social networking sites as a public bulletin, especially when a certain topic gets much popular, thereby inviting others to put their view about it. Some choose to argue whereas others just describe their viewpoint. Inputs and arguments as put forwarded by the public have a significant effect on the discussion, decision and opinion of the focus groups regarding a certain topic.