Keeping the Discussion Focused

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In: Qualitative Market Research

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By: Hy Mariampolski Published: 2001
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Keeping the Discussion Focused

In every focus group or depth interview, the moderator is responsible for pacing. That is, she must negotiate between the twin pressures of getting through the discussion guide and allowing each person to have their say. This can create dilemmas – staying focused vs. moving the discussion along vs. ...

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