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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.
Author: Claudia Puchta, Jonathan Potter
ISBN-10: 0761966919
ISBN-13: 9780761966913
Publisher: Sage Publications Ltd
Language: English
Published: 02/28/2004
Pages: 184
Format: Paperback
Weight: 0.72lbs
Size: 9.58h x 6.74w x 0.41d
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