How to use Moderation Methods for Online Focus Groups and Address their Pitfalls

Focus groups have become an integral part of qualitative research. However, conducting them in an online setting presents moderators with particular challenges (including fewer non-verbal communication options and less spontaneous interaction, attention problems).

The paper is a "how-to" for good online moderation of focus groups. It is a practical guide for market and social researchers with hints and tips for planning online focus groups, moderation as well as technical and ethical issues arising from the online setting.

The paper is intended in particular for prospective moderators and is designed to support them in moderating confidently ensuring inclusivity and a lively discussion in an online setting.


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