Focus Group Practice is unique in providing a picture of focus
group moderation and interaction that is based on the study of what
actually happens in high-class market research focus groups and in
using recent theories of interaction, for example discourse and
conversation analyses, to throw light on the practice of
moderation. It is written in clear, engaging and non-technical
manner and richly illustrated by examples from focus groups in a
wide range of different contexts. New moderators will find the
basic elements of focus groups described and explained, and
experienced moderators will find new ways of understanding what
they do which will help them to develop their skills.
Focus Groups moderation is understood in terms of the cutting
edge theories of interaction. It concentrates on the basic and
subtle processes through which moderators elicit opinions, manage
disagreements, and generate a range of views. How are participants
encouraged to be animated and involved, and how are the arguments
and anecdotes discouraged? How are responses guided to in the
required direction? This book addresses these pertinent
questions.
Above all, how does a moderator keep participants focused?
This unique book will be essential reading for all involved in
focus group practice. It is accessible to broad readership,
including undergraduate students.
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