Moderating to the Max: A Full-tilt Guide to Creative, Insightful Focus Groups and Depth Interviews
It's an exciting and challenging time to be a marketer.Moderating to the Maxshowcases the art of qualitative research and illustrates how to maximize its potential in a provocative and ethical way. --Michael Angelovich, Group Strategic Planning Director, mcgarrybowenModerating to the Maxis a detailed guide to a variety of moderating techniques that are creative and useful. The style is lively and fun while being serious. A great job! --Judith Langer, President, Langer QualitativeModerating to the Maxis helpful to the professional, but also to the client in the back room who needs to better understand what the moderator is doing. It has raised the bar for what I expect from a moderator. --Mary Kuklinski, Director Consumer Research, The Valvoline Company