Characteristics of the Discussion in Online and Face-to-Face Focus Groups

Focus groups are widely used in qualitative research. Recently, focus groups that are held online have become increasingly popular despite the objection by some researchers that the Internet is a poor medium for focus group research. The present study was conducted to reveal differences in the characteristics of focus group discussions in the online and face-to-face formats. Participants in 4 online focus groups and 4 face-to-face focus groups discussed their opinions about several health-related Web sites. Statistical analysis of the transcripts suggested that online participants tended to contribute shorter comments and were more likely to say just a few words of agreement. In the online focus groups, participation levels tended to be more uniform; in the face-to-face groups, some participants tended to contribute a disproportionately large number of words, whereas other participants were relatively silent. The results suggest different roles for online and face-to-face focus groups in qualitative research.