Magical thinking: are moderators magicians?

Article Abstract:

Moderators of focus-group discussions are compared to magicians because of the nature of their job. The moderator should be flexible and rigorous, be accepting while directing and solving problems quickly as they occur. Some moderation techniques are also compared to that of a magician's, such as making a one-way conversation look like a two-way conversation, and employing illusionary techniques when responding to participants who try to outsmart the moderator.

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Same Frame, New Game

Article Abstract:

The problem of time constraint faced by the focus groups is discussed. The changes that have come into existence with the transition of a historical two-hour session of focus groups to varied types of sub and mini-groups for a qualitative consumer research are reviewed.

Market Survey Techniques, Evaluation, Market surveys

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Four thought

Article Abstract:

Guidelines for conducting successful qualitative market research programs are presented.

Market Research, Market Research & Product Development, Methods, Marketing research, Qualitative research

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