A critical comparison of offline focus groups, online focus groups, and e-Delphi
Abstract
The boom in online marketing research represents one of the fastest-growing segments of the research industry. Although the design and quality of online surveys has received widespread attention, little empirical research compares the effectiveness of online and offline qualitative research techniques. Therefore, this research compares offline focus groups, online focus groups and e-Delphi with respect to depth, breadth, efficiency, group dynamics, non-verbal impressions and attitudes of respondents. Results show that offline focus group results have the highest depth and breadth, and are most efficient, leading to high-quality outcomes. However, e-Delphi discussions provide very elaborate and relatively deep outcomes that give a good impression of respondents' feelings and attitudes. Results from online focus groups remain rather superficial, but experts value the spontaneous reactions and interactiveness, and consider online focus groups very efficient.
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Some studies have documented the advantages and comparability of in-person and virtual focus group data.
“Although virtual focus groups are a relatively new methodology, some studies have documented their advantages and the comparability of in-person and virtual focus group data.[24–28]”
From Perceived healthcare provider reactions to patient and caregiver use of online health communities (2014) · cites this paper as [25]
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- Authors
- Brüggen, E. C., & Willems, P.
- Corresponding author
- Pieter Willems
- Venue
- International Journal of Market Research
- Publisher
- SAGE Publications
- Published
- 2009-01
- Volume
- 51
- Issue
- 3
- Pages
- 363-381
- ISSN
- 1470-7853 (ISSN-L)
- 2515-2173
- OpenAlex
- W1979833702
- Cited by
- 63
- References
- 15
- Citations by year
- 2026: 1 · 2024: 1 · 2023: 5 · 2022: 2 · 2021: 9 · 2020: 4 · 2019: 4 · 2018: 4 · 2017: 6 · 2016: 5 · 2015: 4 · 2014: 5 · 2013: 6 · 2012: 5
- FWCI
- 7.58
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Market Research (publishedVersion)
- Research Publications (Maastricht University) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Focus Groups and Qualitative Methods
- Social Sciences › Sociology and Political Science › Delphi Technique in Research
- Social Sciences › Sociology and Political Science › Survey Methodology and Nonresponse
- Keywords
- online focus groups, e-Delphi, online market research, qualitative research, group dynamics, respondent attitudes, research efficiency, expert evaluation
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