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

Bystedt, Jean

 
9780983043621: Moderating to the Max: A Full-tilt Guide to Creative, Insightful Focus Groups and Depth Interviews
Softcover
ISBN 10: 0983043620 ISBN 13: 9780983043621
Publisher: Paramount Market Pub, 2010

Synopsis

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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About the Author

Jean Bysted is the principal of J. Bystedt & Associatges in Chicago. Siri Lynn is principal of Idea Exchange in Fairfield, CT. Deborah Potts, PhD, is the principal of Deborah Potts & Associates, based in Louisville, KY, All three are independent qualitative research and creativity consultants who collaborate frequently with one another on strategic marketing and new product initiatives. They are active members of the Qualitative Research Consultants Association and the Creative Education Foundation, and senior trainers at RIVA Moderator Training Institute.

"About this title" may belong to another edition of this title.

Publisher
Paramount Market Pub
Publication date
2010
Language
English
ISBN 10 
0983043620
ISBN 13 
9780983043621
Binding
Paperback
Illustrator
Fraley Gregg
Number of pages
143