This paper provides an overview of the primary research initiative conducted by SPSS MR Online and Aromatherapy Associates in order to better understand and quantify the potential impact of virtual stimuli on research findings.
This paper describes current developments in on-line focus group techniques and the applicability of such methodologies. The paper argues that while on-line focus groups have limitations in terms of their applications there are clear and common instances where Internet-based approaches are not just feasible but preferable when compared with traditional face-to-face approaches.