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About This Book
About this book

“I found it to be a challenge. On the one hand, There are some considerations. It looks so easy.” When focus group moderating is done well, it looks very easy. The moderator is relaxed, in control, friendly, having fun, and getting participants to tell all about themselves. Because experts make moderating look so easy, some rookie moderators have been surprised by the complexity and difficulty of the task.

This book is intended to help you inventory your present moderating skills and suggest strategies for how you might fine tune your ability to conduct focus group interviews. “What do I do well? What do I need to improve?” These are questions we hear moderators ask themselves—and unfortunately there is limited opportunity for ...

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