What is a moderator's major role in online focus groups?
a. To limit a discussion to closed-ended questions
b. To type in questions online for all respondents to see
c. To make sure the costs incurred with online focus groups remain relatively low
d. To let respondents control a discussion
ANSWER: b
In online focus groups, a firm develops a discussion guide similar to the one used for a conventional focus group, and a moderator runs the group by typing in questions online for everyone to see. The moderator also provides a URL for the respondents to go to in another browser window where they can view things such as a concept statement, a mockup of a print ad, or a short product demonstration video.
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