If you are not comfortable with sharing your opinion with a group of people, you might not enjoy the process. Focus group participants should be selected based on their familiarity with a product, service or purchasing behaviors. An example of this could be rating scales, role-playing or word associations to try and keep the session varied. This chapter will discuss the moderator's role as the facilitator of discussions and as the person responsible for managing the total research process to deliver groups that are successful. Two-way focus groups – Two groups are involved. To reflat the discussion using provocative questions. What is the role of the moderator? A moderator’s job isn’t to read questions – … A focus group moderator also helps create discussion guides and scripts intended to ensure the discussion runs smoothly, stays on track, and delivers the type of information the focus group client, usually a business, needs. Note that your role is to act as the Focus Group Moderator, which means you direct the content and flow of the discussion and make sure that it’s on the right track. This typically means asking questions and providing information about a selection of topics. Before taking on the role of a moderator, one must first understand what it takes to … ( Log Out / Dual moderator focus group – A single moderator ensures the session progresses smoothly along a predetermined path, while another ensures that all the discussion topics are covered. ( Log Out / The person who runs a group discussion or focus group. When an individual acts as a focus group moderator, she has to stimulate discussions without interjecting her own opinion. Change ), You are commenting using your Facebook account. What Are the Best Tips for Writing Focus Group Reports? During the discussion, she may leave the room and meet with the client to discuss adding questions to the list of topics or pursuing a particular discussion point. After the discussion, a focus group moderator may compile a report that summarizes the discussion session. Finally it is recommendable count with the support of an assistant. Moderator. They must be impartial throughout the process. I have done two different focus group studies in my town. When not writing or spending time ( Log Out / Change ), You are commenting using your Twitter account. This moderator role is assumed in when the focus group participants become polarized, for one reason or another. Sharing the moderator role helps encourage different reactions from each respondent, thus enriching the information ultimately gleaned. They also are the ones responsible for making sure that the discussions remain relevant to the topic, as they can quickly get off topic if there was no moderator there to steer the discussion back to where it should be. The focus group moderator guide is an important tool, in qualitative research. The facilitator should remain neutral. Enter your email address to follow this blog and receive notifications of new posts by email. She must also try to draw more detailed answers out of group participants when necessary and encourage even the most timid panel members to participate fully. Focus groups bring a group of consumers together to discuss a topic in depth. Whenever research topics are covered superficially and with no further details, the moderator you formulate depth-provoking questions such as “what do you mean by…?”. The debates often spark interest in the “moderator role” and how that differs from the “facilitator role.” A facilitator is someone who helps a group of people understand their common objectives and assists them to plan to achieve those goals … A focus group moderator helps organize and run focus groups. one focus group watches another group and discusses the observations amongst themselves. The role of a focus group moderator. So, basically the Moderator runs the Focus Group. Create a free website or blog at WordPress.com. Change ), You are commenting using your Google account. Being a moderator in a focus group means you should always try to vary the exercises in order to maintain interest and enthusiastic engagement among the participants. A moderator is the person who asks the questions in the Focus Group. A focus group moderator is also sometimes referred to as a facilitator. The effectiveness of the focus group moderator is the key to a successful focus group. The content of this chapter applies equally to individuals who facilitate focus groups or one-on-one interviews because the basic principles relating to the moderator's role are the same for each. A focus group is a type of interview and it seems like it would be simple to conduct. A Moderator is a person who runs and manages a qualitative group discussion or focus group. You may use such sentences as “what do you think “participant´s name”?, “what do other people think about?“. Sometimes the moderator also provides samples of products in order to gauge the group’s reaction to them. Sorry, your blog cannot share posts by email. Frey.(2000). with her four children, Nicole enjoys reading, camping, and going to the beach. Focus groups are held in several different cities and many moderators travel from city to city. The moderators do a very good job of keeping everything moving smoothly and making sure you stay on the topic at hand. Being a focus group moderator would be quite an interesting job, but the ones I have been in contact with have had to travel a lot. Click to share on Twitter (Opens in new window), Click to share on Facebook (Opens in new window), Click to share on Pinterest (Opens in new window), Click to share on LinkedIn (Opens in new window), Click to email this to a friend (Opens in new window), Click to share on Tumblr (Opens in new window), How to design a Focus Group based research, 10-step checklist to conduct a focus group, qualitative and quantitative research debate. It … It may also involve allowing participants to view or listen to advertising campaigns the company has implemented or has evaluated for possible implementation. In general, moderator should be “flexible, objective, empathic, persuasive, a good listener” (Fontana and Frey 2000, p. 652) In a ideal focus group, the moderator would just participate to put research topics.
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