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Posted by Scott W. Spain on January 22, 2000 at 00:24:27:
In Reply to: On-line Focus Groups posted by Claude Lijoi on January 21, 2000 at 15:35:33:
Online focus groups are fantastic, when used for the right reasons. I feel the right reasons are:
1. For a research company to tap into new markets. Markets that were not good focus group candidates prior to the rise of online focus groups. Particularly those types of companies with a small number of customers who are spread out across the country, or the world.
2. When used to suppliment tradtional qualitative data. In some ways you don't get as deep with online. You lose the ability to read body language and facial expressions. On the other hand, you gain a much lower level of social acceptance bias. People don't hold back their true feelings when they're hiding behind a keyboard.
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