The Influence of New Technology onPolitical Science Qualitative Research: A Comparative Analysis ofPhysical and Virtual Focus Groups.

Given the presence of new technology in the social sciences, it is appropriate that qualitative research evolve to keep pace with modern times. This research project examined the impact of new technologies on focus group methodology, specifically the differences between traditional focus groups and virtual focus groups (Vgroups). The central question addressed was whether Vgroups could produce the same results as traditional physical focus groups. To answer this question, three distinct areas of comparative research were examined - namely, the attitudinal difference between a traditional physical focus group and a virtual focus group, the depth and breadth of discussion in each group type, and the amount of overall knowledge gained from each method. The advantages - e.g., how Vgroup technology can be successfully employed in research with marginalized groups in the United States - and limitations - e.g., the requisite prevalence in access to high-speed internet connections - are discussed. The 2 x 3 design utilized recruited university students. They were randomly assigned to either the physical focus group or the virtual focus group. A total of 60 students participated. Each of the two treatment groups had independent researchers record events blind, based on the three areas of investigation, during the focus group. The moderator did not partake in recording or scoring these items. The findings suggest that, in fact, Vgroups produced higher quality results than traditional physical focus groups for several reasons. First, the flexibility of the technology included people who normally would not participate in a traditional physical focus group due to time commitments, geographic location (usually in a rural setting), transportation and personal security issues to name only a few. Second, because the participants are not physically present with other participants, participants provided more candid responses. Finally, because of the uniqueness of this type of technology, Vgroup participants were more involved with the focus group discussion as they had the ability to control the direction of the focus group. In conclusion, the results clearly demonstrate that new technology has advantages over traditional physical focus groups in political science and should be included as an additional technique in socio-political research. However, it is not advocated as a complete replacement for traditional physical focus groups because of the need to have access to a high-speed internet connection. Also, traditional physical focus groups still have an advantage when researching highly emotional and/or disturbing topics because the researcher can address any distress immediately. [ABSTRACT FROM AUTHOR]