The Internet presents an opportunity for conducting qualitative research with a wide variety of constituents. This chapter will discuss the opportunities and challenges presented by online focus groups. It will address the mechanics of conducting a focus group, with specific attention given to issues raised by the computer-mediated environment. The development of a moderator's guide is discussed, with particular attention given to the fact that a moderator has less control of the interaction online than if researching in a face-to-face environment. While sampling is always a challenge, the benefits and limitations to developing an adequate sample online are included. In online research the various technologies available for the task become a factor for consideration. This chapter will note the issues regarding the selection of a technology such as ease of use, cost, and ability to create log files for data Introduction to Focus Groups and Literature in the Field Validity, ...