Focus Group Practice

Focus Group Practice is unique in providing a picture of focus group moderation and interaction that is based on the study of what actually happens in high-class market research focus groups and in using recent theories of interaction, for example discourse and conversation analyses, to throw light on the practice of moderation. It is written in clear, engaging and non-technical manner and richly illustrated by examples from focus groups in a wide range of different contexts. New moderators will find the basic elements of focus groups described and explained, and experienced moderators will find new ways of understanding what they do which will help them to develop their skills. Focus Groups moderation is understood in terms of the cutting edge theories of interaction. It concentrates on the basic and subtle processes through which moderators elicit opinions, manage disagreements, and generate a range of views. How are participants encouraged to be animated and involved, and how are the arguments and anecdotes discouraged? How are responses guided to in the required direction? This book addresses these pertinent questions. Above all, how does a moderator keep participants focused? This unique book will be essential reading for all involved in focus group practice. It is accessible to broad readership, including undergraduate students. Cover......Page 1 Contents ......Page 6 1 Focus Groups and Interaction......Page 12 2 Producing Informality......Page 36 3 Producing Participation......Page 58 4 Producing Opinions......Page 77 5 Producing Useful Opinions......Page 100 6 Producing Varied Opinions......Page 129 7 From Practice to Strategy......Page 153 Appendix: Transcription symbols used in thisbook......Page 175 References......Page 177 Index......Page 182 Accessibly Written, This Text Provides A Picture Of Focus Group Moderation And Interaction Based On The Study Of What Actually Happens In High-class Focus Groups, And Uses Recent Theories Of Interaction Such As Discourse And Conversation Analyses To Throw Light On The Practice Of Moderation. Claudia Puchta And Jonathan Potter. Includes Bibliographical References (p. [166]-170) And Index. Focus Group Practice provides a picture of focus group moderation and interaction that is based on the study of what actually happens in high-class market research focus groups and in using recent theories of interaction, for example discourse and conversation analyses, to throw light on the practice of moderation