A primary qualitative web-based research approach is online focus groups where a small group of people online with a trained moderator to chat about a product, service, or organization and gain qualitative insights about consumer attitudes and behavior.
Such focus groups offer many advantages over traditional focus groups. Participants can log in from anywhere; all they need is a laptop and Web connection. Thus, the internet works well for bringing together people from different parts of the country or world, especially those in higher-income groups who can’t spare the time to travel to a central site.
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