Drawing on the authors’ thirty years of combined experience in the field, this authoritative, step-by-step guide to conducting focus groups features dedicated chapters on all aspects of the research process. Loaded with real world research examples from across the social sciences, and learning features such as ‘expert advice’ and ‘concepts and theories’ boxes, as well as and end of chapter exercises and further reading, this is the perfect manual for novice researchers who want to conduct a successful focus group.

Moderating the Focus Group

Moderating the Focus Group

The moderator introduces the object of study and leads the group discussion during the focus group. In this chapter, we will focus on this figure, outlining his/her characteristics and functions. Considering the rise of the Web 2.0, we will also discuss in the chapter how the role of the moderator can change if a focus group is conducted face-to-face or virtually. Finally, we will dedicate a part of the chapter to the moderator’s ‘notes from the field’, which collect his/her impressions and considerations of the overall progress of the group discussion.

Chapter goals

  • Knowledge: the role and functions of the moderator in both face-to-face and online focus groups.
  • Applying knowledge and understanding: how to choose the moderation styles of discussion, ...
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