So sánh phương pháp

	Focus Groups in Media Research	Experience Sampling in Media Research
Lĩnh vực	Communication	Communication
Họ	Process / pipeline	Process / pipeline
Năm ra đời	1996	1987
Người khởi xướng	Focus-group tradition (Merton; systematized by Morgan)	Mihaly Csikszentmihalyi & Reed Larson
Loại	Moderated group discussion to elicit audience meanings and responses	Momentary self-report of media use and experience in real time
Công trình gốc	Morgan, D. L. (1996). Focus groups. Annual Review of Sociology, 22, 129–152.	Csikszentmihalyi, M., & Larson, R. (1987). Validity and reliability of the experience-sampling method. The Journal of Nervous and Mental Disease, 175(9), 526–536.
Tên gọi khác	Media focus groups, Audience focus group method, Group interview for media research, Medya Araştırmalarında Odak Grupları	ESM for media use, Ecological momentary assessment of media, Media experience sampling, Medya Araştırmalarında Deneyim Örnekleme
Liên quan	4	4
Tóm tắt	A focus group is a moderated discussion among a small group of participants, used in media research to explore how audiences interpret, talk about, and respond to media content. Its distinctive value lies in the group interaction itself: participants build on, challenge, and refine one another's views, surfacing shared meanings and contested interpretations that individual interviews or surveys would not reveal.	The experience-sampling method (ESM), also called ecological momentary assessment, prompts participants at sampled moments throughout daily life to report what they are doing, using, and feeling right now. Applied to media research, it captures media use and its momentary correlates — mood, context, motivation — in real time and in situ, minimizing recall bias and revealing how media and experience interrelate moment to moment.