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, in the focus groups join from 6 to 10 persons together to discuss specific topics about some subject, being that the interaction between the members of the group also is had like fact of the research. Also, while it considers the influence of the technologies of information, specially of the internet, the technique can still be applied virtually – through online focus groups (OFGs) –, with use of tools like e-mail, chats and lists of discussion. But, through an analysis of the academic national (Brazilian) production in Administration, it is noticed that the use of focus group is still incipient, and in special in the online form. In this way, the present theoretical article has for objective, by the revision of the relevant literature, characterize the OFGs and to describe his form of driving, as well as to do mention of the possible advantages and disadvantages resulting from his job and, so, to suggest his use in qualitative research in Administration.