方法对比

	在线焦点小组	在线结构化访谈
领域	调查方法论	调查方法论
方法族	Process / pipeline	Process / pipeline
起源年份	1946 (focus groups); online variant ~1990s–2000s	Late 1990s–2000s (with widespread adoption post-2010)
提出者	Robert Merton & Patricia Kendall (focus group origins); online adaptation by scholars including Stewart & Shamdasani in the 1990s	Emerged from structured interview methodology adapted for internet-mediated communication
类型	Qualitative group data collection	Quantitative/standardized data collection technique
开创性文献	Stewart, D. W., & Shamdasani, P. N. (2017). Online Focus Groups. Journal of Advertising, 46(1), 48–60.	Salmons, J. (2015). Qualitative Online Interviews: Strategies, Design, and Skills (2nd ed.). Sage Publications. ISBN: 978-1452283500
别名	virtual focus group, internet focus group, OFG, web-based focus group	web-based structured interview, virtual structured interview, digital structured interview, e-interview (structured)
相关	5	4
摘要	An online focus group is a moderated group discussion conducted via internet-based platforms — video conferencing, text chat, or asynchronous forums — to explore shared perceptions, attitudes, and experiences on a defined topic. It inherits the group-interaction dynamics of the traditional focus group while removing geographic barriers and enabling data collection from dispersed or hard-to-reach populations.	An online structured interview applies the classical structured interview protocol — a fixed set of predetermined questions asked in a fixed order — via internet-mediated channels such as video conferencing, synchronous chat, or email. Every participant receives the exact same questions, enabling systematic comparison across respondents while eliminating geographic barriers. It combines the standardization benefits of face-to-face structured interviewing with the reach, cost efficiency, and scheduling flexibility of online data collection.