Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups

Increasingly, academic researchers and practitioners have been using online 3D virtual worlds such as Second Life (SL) to conduct focus groups. When doing so, researchers and practitioners have copied and pasted as is, in this new environment, the qualitative methodologies commonly used in real-worl...

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Autores principales:	Houliez,Chris, Gamble,Edward
Lenguaje:	English
Publicado:	Universidad de Talca 2012
Materias:	Virtual worlds Second life Focus groups Collages Qualitative methodologies
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200005
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spelling	oai:scielo:S0718-187620120002000052018-10-12Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus GroupsHouliez,ChrisGamble,Edward Virtual worlds Second life Focus groups Collages Qualitative methodologies Increasingly, academic researchers and practitioners have been using online 3D virtual worlds such as Second Life (SL) to conduct focus groups. When doing so, researchers and practitioners have copied and pasted as is, in this new environment, the qualitative methodologies commonly used in real-world focus groups. However, the relevance of using standard focus group methodologies within an online virtual environment has been neither tested, nor the focus of previous research. In addition, online virtual worlds may offer new methodological opportunities that, so far, have been left unexplored. To fill in this methodological gap, the authors have moderated various focus groups in Second Life. When doing so, they tested the limitations inherent to using real-world protocols in an online virtual environment. During the course of this project, it became clear that the usual focus group protocols should be adapted to the peculiar context, if one wants to fully leverage this new medium. As a result, new online qualitative methodologies (e.g., 3D collages) were developed and tested during this research project.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.7 n.2 20122012-08-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200005en10.4067/S0718-18762012000200005
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Virtual worlds Second life Focus groups Collages Qualitative methodologies
spellingShingle	Virtual worlds Second life Focus groups Collages Qualitative methodologies Houliez,Chris Gamble,Edward Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups
description	Increasingly, academic researchers and practitioners have been using online 3D virtual worlds such as Second Life (SL) to conduct focus groups. When doing so, researchers and practitioners have copied and pasted as is, in this new environment, the qualitative methodologies commonly used in real-world focus groups. However, the relevance of using standard focus group methodologies within an online virtual environment has been neither tested, nor the focus of previous research. In addition, online virtual worlds may offer new methodological opportunities that, so far, have been left unexplored. To fill in this methodological gap, the authors have moderated various focus groups in Second Life. When doing so, they tested the limitations inherent to using real-world protocols in an online virtual environment. During the course of this project, it became clear that the usual focus group protocols should be adapted to the peculiar context, if one wants to fully leverage this new medium. As a result, new online qualitative methodologies (e.g., 3D collages) were developed and tested during this research project.
author	Houliez,Chris Gamble,Edward
author_facet	Houliez,Chris Gamble,Edward
author_sort	Houliez,Chris
title	Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups
title_short	Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups
title_full	Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups
title_fullStr	Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups
title_full_unstemmed	Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups
title_sort	augmented focus groups: on leveraging the peculiarities of online virtual worlds when conducting in-world focus groups
publisher	Universidad de Talca
publishDate	2012
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762012000200005
work_keys_str_mv	AT houliezchris augmentedfocusgroupsonleveragingthepeculiaritiesofonlinevirtualworldswhenconductinginworldfocusgroups AT gambleedward augmentedfocusgroupsonleveragingthepeculiaritiesofonlinevirtualworldswhenconductinginworldfocusgroups
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Augmented Focus Groups: On Leveraging the Peculiarities of Online Virtual Worlds when Conducting In-World Focus Groups

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