Secrets of a Master Moderator

Download or read book Secrets of a Master Moderator written by Naomi Henderson and published by . This book was released on 2011-06-01 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: What counts in life cannot be counted. How can one measure emotion? Qualitative research maps the territory of the heart, not the rational areas of the mind. Secrets of a Master Moderator, provides novice and seasoned moderators alike practical information about qualitative market research. This book spans nearly 35 years of Naomi's experiences as a moderator and a trainer of qualitative researchers. It covers a full range of QREs (Qualitative Research Events) from IDIs to extended groups. There are tools, tips, and techniques for moderators who run the gamut from novice to seasoned. It grapples with knotty questions and concerns that affect those working in market research environments.