Online focus group: a possibility for the qualitative research in administration

Abstract

The use of focal groups (focus groups) as a technique of research represents an interesting alternative to the development of qualitative studies. Normally, this technique involves the participation of 6 to 10 respondents which discuss specific topics about some subject, and the interaction that occurs between the members of the group is also considered an important data. Also, while it considers the influence of the technologies of information, specially the internet, the technique can still be applied virtually – through on-line focus groups (OFGs) –, through the use of tools like e-mail, chats and lists of discussion. Based on the analysis of Brazilian academic research in the business area, it was observed that the use of focus group is still incipient, especially in its on-line form. Thus, the present paper aims to characterize OFGs and how it can be conducted, as well as to describe the advantages and disadvantages that result from its apllication, and suggesting its use in qualitative research in administration.