This book spans nearly 30 years of Naomi's experiences as a moderator and a trainer of qualitative researchers. It covers a full range of QRE's [Qualitative Research Events] from IDIs to extended groups.

There are tools, tips, and techniques for moderators who run the gamut from novice to seasoned and it grapples with knotty questions and concerns that affect those working in market research environments.

The book is organized in three parts - each with multiple sections; the reader can read them in order or randomly, as each article stands alone.

PART I: THE WORLD OF QUALITATIVE RESEARCH

• Section I: Qualitative Research Factors
• Section II: The Role of a Moderator
• Section III: Demystifying Focus Groups

PART II: FOCUS GROUPS: TOOLS, TIPS, & TECHNIQUES

• Section I: Working Effectively with Respondents
• Section II: Toolbox: “Power Tools”
• Section III: Analyzing Qualitative Data & Reporting Results
• Section IV: The Client's Role

PART III: CONCLUSION: MODERATOR MUSINGS

• New is Not Always Better
• Maxims for Moderators
• Never Too Late to Learn A Good Lesson

The book is not intended to be a training manual. Rather it is a compilation of insights, wisdom, and lessons hard learned over more than three decades. Naomi does not profess to have “the answer” or “the way” when it comes to planning, conducting, or evaluating qualitative research. What she does have are her experiences and she has written about what she found to be of value, based on work in the industry since 1978. By writing this book, Naomi is happy to pass that value on.

If you would like to send comments and/or questions to the author Naomi Henderson you can email her at RIVAmastermod@aol.com

Paperback Price
$30.00 US, plus $7.00 shipping fee per book for US residence $35.00 Canada, international shipping fees apply

Hardback Price
$55.00 US, plus $7.00 shipping fee per book for US residence $60.00 Canada, international shipping fees apply.