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Chapter 9. The Future: The Not So Final ... > Research of the Future—Judith Herman

Research of the Future—Judith Herman

The future of research online is questionable. Research is dependent on what you're using it for and the quality of your list. Online focus groups are not really focus groups—which are small groups of people interacting with each other. In a true research setting, the participants often all talk at once, and they can hear each other. There are group dynamics. Online, the experience is very different. A researcher asks questions, and each participant replies separately. They are basically online questionnaires. A chat could be valuable, but a chat is still not a focus group.

Spam mailings are really poor research. You must wonder about the people who reply. Because most people don't like to be spammed, you're better off talking to people on the phone or sending a brief questionnaire to a qualified list.


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