COLLECTING INFORMATION FROM GROUPS - A COMPARISON OF 2 METHODS

This paper examines the impact of personal computers when collecting q ualitative data in exploratory research. Specifically, two alternative qualitative data collection techniques were compared: traditional foc us groups and groups using the Group Support Systems (GSS) technology, in which participants input their responses through a computer termin al. The two types of sessions were compared in terms of general impres sions, attitudes and feelings at three levels; that of the respondents , the moderators and the researchers. In addition, the efficiency of t he groups in terms of the amount of information produced was examined. In summary it was felt that the GSS groups had substantial advantages over the traditional focus group in the case of a typical exploratory research study. The results and future research directions are discus sed.