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Chapter 5: The Characteristics of a Successful Moderator
According to a recent survey conducted by the Advertising Research Foundation, the average full-time focus group moderator conducts approximately 100 groups per year. Why is it that some moderators do more than 200 groups a year whereas others conduct significantly fewer than 100? The answer to this question probably can be obtained from an analysis of the key personal and professional characteristics that are associated with successful moderators.
The purpose of this chapter is to explore both the personal and the professional characteristics that we have found to be essential to success in the qualitative research industry. Though it is naive to think that one must have all the characteristics to achieve success (however that ...