Traditionally, focus groups have been conducted in person using the face-to-face format. However, improvements in technology have resulted in the emergence of the online focus groups. Online focus groups are an extension of traditional focus groups, which have been utilized in qualitative research for decades and, for the most part, the principles are consistent with traditional focus groups. Learning to conduct online focus groups requires the researcher to delve into the literature on traditional focus groups, as having a thorough understanding of traditional focus groups is paramount. After gaining a sufficient understanding of traditional focus groups, the researcher can explore journal articles and video clips addressing the nuances of online focus groups.


Qualitative Research, Focus Group, Online Focus Group, and Traditional Face-to-Face Focus Groups

Publication Date


Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.




Submission Location


To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.