The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, pp. 143-147).
The importance of consistency (or, the danger of inconsistency) in qualitative data collection has been discussed elsewhere in Research Design Review (see “The Recipe for Quality Outcomes in Qualitative Research Includes a Healthy Dose of Consistency” and “Mitigating Researcher-as-instrument Effects”). From the perspective of the Total Quality Framework, moderator inconsistency can be a real concern in the focus group method because of the extreme multitasking required of the moderator. More so than in the in-depth interview method, the focus group moderator has to manage multiple points of view and ensure the full engagement of all group participants within a well-defined slot of time (typically, 75–120 minutes depending on the mode). Because of these challenges and the inherent unpredictability of the group dynamic process, the moderator may find it difficult (if not impossible) to cover all areas of the discussion guide across different focus groups and/or practice consistent behavior in the articulation of research questions in each group. This inconsistency across groups does not necessarily lead to inaccuracy in the research data (i.e., biased outcomes) but may result in variations in the data that do not actually exist.
For example, a series of focus group discussions among people who are active in environmental causes might include some groups that were easily managed by the moderator, who was able to cover the entirety of the discussion guide, thereby providing a well Read Full Text