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Focus Group Practice
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Focus Group Practice

by Claudia Puchta , Jonathan Potter

Book Details

Format Paperback / Softback
ISBN-10 0761966919
ISBN-13 9780761966913
Publisher SAGE Publications Inc
Imprint SAGE Publications Inc
Country of Manufacture GB
Country of Publication GB
Publication Date Jan 15th, 2004
Print length 184 Pages
Weight 332 grams
Dimensions 24.30 x 17.10 x 1.10 cms
Product Classification: Sociology & anthropologySocial, group or collective psychology
Ksh 7,400.00
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Focus Group Practice provides 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.
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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