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Page 3 of 7 Moderating Overall, the same skills as for conventional moderating apply, in that the moderator needs to recognize where to probe, and how to handle the dynamics of the group. However, as described later in this paper in The benefits and drawbacks of bulletin boards, the way in which the dynamics manifest themselves can be slightly different. Also, practice will show how best to phrase a question or probe to obtain the fullest response. Extra thought needs to be put into writing the discussion guide to eliminate misinterpretation of the questions as, unlike real-time groups, the moderator cannot simply re-phrase a question there and then. In addition, to encourage interaction, probing questions should be phrased to welcome responses from all respondents. Where there is ambiguity over a participant’s post, clarification will sometimes be needed given the absence of facial or vocal clues. It should also be remembered that the moderator does not have the same level of interaction with respondents as the face to face scenario, and that every probe leads to respondents having to spend more time online. In terms of using the software, it is reasonably intuitive and does not take long for someone new to the boards to familiarise themselves with its functionality. It is certainly worth getting some practice in before attempting to moderate for real. The topic guide is typed into the software and, once loaded, can be edited, and also used as a template for future guides. As appropriate, stimulus material is attached to the relevant questions so that it is shown with the correct topic. The moderator should allow in the region of two hours a day for monitoring a board, posting questions, probing responses, and handling any observer comments. Encouraging regular participation As for how often respondents should be encouraged to visit the board, they should ideally read and post comments twice a day, for something like 15 - 30 minutes at a time. It is easy, via the software, to track respondents in terms of which questions they have or have not answered, and when they last visited the site. In addition, it is possible to send out emails to those who need reminding that they still have questions to answer. Obviously, there may be unforeseen events, which keep participants from the board on certain days, but they often get back in touch when they can, and make up for lost time. A balance needs to be achieved between covering all the research objectives and ensuring as far as possible that respondents stay motivated and continue to post full responses right up until the end of the discussion. Normally the topic is one that is interesting and engaging for respondents, but it is important to make it clear from the beginning that incentives will be paid to those who take part each day and post comments on at least the bulk of the questions. It is easy to see who is making the effort, and who is not. Again, individual messages can be sent to those respondents who might appear to be adopting the ‘yes’, ‘no’ quantitative approach. The following example, taken from a bulletin board conducted by NOP World Automotive, illustrates this point. It did not require a great deal of expertise to realise that something was not quite right about this respondent. Moderator: How did you find out about your navigation systems? How much and for how long did you research the market before deciding on your particular product? Sun 4:32 am Felice: Don't know Mon 9:21 pm Client observers Online bulletin board focus groups also have the facility for clients to observe the discussion as it unfolds, via the password protected website. This feature can be quite popular with clients for several reasons. First of all, it makes the research – in whatever country it is happening – instantly accessible from wherever there is internet access, and at whatever time is convenient. Also, the ‘virtual back room’ holds a large number of people. In addition, observers can pass the moderator virtual pieces of paper with additional questions / comments which the respondents cannot see. However, it is probably worth setting some ground rules if there are to be several observers. Before the client agrees to the bulletin board method for the first time, it is important to manage their expectations. This is especially the case if they are looking to draw comparisons with other qualitative methods they have used on subjects similar to those to be discussed on the board. The most obvious way is for the client to see or, better still, take part in a demonstration of the technique. They need to be made aware that the moderator is not online 24 hours a day. Also, it is important for the client to make it clear which objectives have the greatest priority.
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