Enhancing Focus Group Validity With Computer-Assisted Technology in Social Science Research

Abstract

The use of focus groups as a qualitative research method has received criticism, particularly concerning its lack of predictive validity. However, it has also been lauded for providing rich and in-depth information. This study sought to enhance focus group research results by combining a computer-assisted technology (Continuous Attitudinal Response Technology, CART_tm) and social scientific data collection techniques (national poll) in testing subjects' responses to Proposition 103, an insurance industry regulating initiative.¹ Excerpts from television commercials, newscasts, and talk shows constituted the stimuli for focus group subjects. Results from use of the CART_tm system with focus group subjects confirmed those derived from the national poll, regarding the insurance controversy. However, processes inherent in the CART_tm technology allowed for more in-depth analysis and interpretation than the survey technique alone. Keywords: Computer, social science, continuous attitudinal response technology, survey methods, insurance, validity.

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