Advanced Focus Group Research examines the focus group research process in depth. It uncovers and addresses many of the complexities researchers encounter in conducting focus group research and introduces a conceptual framework that helps researchers make informed decisions about how to plan a focus group research project. Specifically written for researchers and students with a fundamental knowledge of focus group research, the book gives numerous examples of what researchers should and should not do in designing their own research projects. In addition, it critically examines the limits of focus groups and suggests how to use focus groups for nontraditional research tasks.

The Focus Group Moderator

The focus group moderator is a facilitator or discussion leader, not a discussion participant, except perhaps in experiential tasks. In this chapter, I discuss many of the background factors that the moderator brings to the focus group. These factors are fixed. The only variable part is how the moderator employs his or her background in any particular group.

The preponderance of the literature on focus group moderators deals with three sets of ...

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