Moderating to the Max: A Full-tilt Guide to Creative, Insightful Focus Groups and Depth Interviews - Softcover

Inhaltsangabe

A must have for qualitative researchers, Moderating to the Max includes step-by-step scripts and guidelines for the use of techniques used to elicit information from consumers in all types of group and one-on-one interview situations. Techniques covered include "hats", debate, product sort, collage, drawing, storytelling, mindmapping, visualization, laddering, line-up, four square, analogy, pass the doodle, personification, picture decks, word bubbles, and free association. A handy guide alerts the user to the situations in which different types of techniques should be used. There are templates for the reader to copy for use in various situations.

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