Focus Group Practice

The collaborative work of a professional market researcher and an academic social psychologist, this text provides advice on the tasks and skills of moderators conducting market research focus groups. The authors hope to contribute to moderators' skills in eliciting a "smooth flow of interaction" between moderators and participants, emphasizing what conversational analysts call "talk-in-interaction." Chapters consider techniques of group organization, guidance of participant response, and creating a variety of different opinions. Annotation ©2004 Book News, Inc., Portland, OR