- Subject index
Moderating Focus Groups is indispensable for those who want to improve their focus group moderating skills. Based on years of experience in moderating and training others to moderate, Richard A. Krueger offers scores of tips and sound advice on how to become a master in leading focus groups. The book is an easy-to-read overview of critical skills needed by moderators, the various approaches that successful moderators use, and strategies for handling difficult situations. Rookie moderators will find this book is an invaluable guide, and veteran moderators will discover tips and strategies for honing their skills.
Chapter 2: Guiding Principles of Moderating
Guiding Principles of Moderating
Be Interested in the Participants—Show Positive Regard
Moderator respect for participants is one of the most influential factors affecting the quality of focus group results. The moderator must truly believe that participants have valuable wisdom, no matter what their level of education, experience, or background.
Indeed, participants may have limited knowledge, hold opposing values to those of the researchers, or have seemingly fuzzy logic, but still the moderator listens attentively and with sensitivity.
After moderating three or four focus groups, the moderator will have heard the topic discussed in ...