Online marketing research surveys are becoming more common. What are the pros and cons of using the Web to conduct a focus group? How does the statistical validity and reliability of a quantitative on-line survey compare with the validity and reliability of a telephone survey? Responses are to be shared with the class for discussion.

The on-line marketing research surveys are made of respondents with access to personal computer and web browsers based on research specifications. The respondents are predicted to be more open and verbal than in traditional focus groups because they cannot be seen. The clients conducting on-line focus group are able to witness the entire session from their own PC's. The researchers are able to communicate with one another from different...