10
Modifications of Focus Groups
OK. So, we've been telling you there are certain procedures to follow
when conducting a focus group study. We've been prescriptive. That's because
we believe a researcher should understand and have practice using accepted
procedures. Then, with wisdom that comes from experience, the researcher
can adapt these procedures for different situations, considering the advantages
and disadvantages of these adaptations. Modifications that have merit
in certain situations include periodically repeated focus groups, focus
groups with dual moderators, and telephone focus groups. Other modifications
just shouldn't be called focus groups. This includes media focus groups.
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