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.