Secrets of a Master Moderator

Edition III

Business & Finance, Marketing & Sales, Research, Consumer Behaviour, Business Reference
Cover of the book Secrets of a Master Moderator by Naomi Henderson, VISAR Corporation
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Author: Naomi Henderson ISBN: 9780983673934
Publisher: VISAR Corporation Publication: May 9, 2016
Imprint: VISAR Corporation Language: English
Author: Naomi Henderson
ISBN: 9780983673934
Publisher: VISAR Corporation
Publication: May 9, 2016
Imprint: VISAR Corporation
Language: English
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 new to the industry, to those with long years of research experience. It grapples with knotty questions and concerns that affect those working in market research environments. Henderson guides readers through an exploration of the reasons behind the importance of knowing that what counts in life cannot be measured on a scale, teaching them to navigate the territory of the heart below rational logic of the mind.

Now in its third edition, Secrets of a Master Moderator, includes a glossary, index, and sample documents to aide any qualitative market researcher sharpen their skills.

Praise for Secrets of a Master Moderator:

'What comes through clearest in her work is Naomi's vast experience as a master moderator, consultant, educator, and presenter. This book distills the advice and wisdom from countless hours on the front lines of practice, deep in the trenches among consumers and clients.'
- Hy Mariampolski, PhD. QualiData Research Inc.

'It is jam-packed with tips, a valuable tool that I wish I had been able to access 20 years ago when I was starting to commission and then conduct qualitative research… The book is a 'how to,' a dictionary, a textbook, and a series of relevant anecdotes about the practice of qualitative research.'
- Nancy Kramarich, Anderson DDB Health & Lifestyle

'This book is a gem and is likely to become a standard reference on the QRC's bookshelf.'
- Kay Corry Aubrey, Usability Resources, Inc.

'The book is inspired in its composition and content; at times profound and insightful, light and funny in others…It is the 'next best thing' to having Naomi on speed dial!'
- Miguel Martinez-Baco, ORC International
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
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 new to the industry, to those with long years of research experience. It grapples with knotty questions and concerns that affect those working in market research environments. Henderson guides readers through an exploration of the reasons behind the importance of knowing that what counts in life cannot be measured on a scale, teaching them to navigate the territory of the heart below rational logic of the mind.

Now in its third edition, Secrets of a Master Moderator, includes a glossary, index, and sample documents to aide any qualitative market researcher sharpen their skills.

Praise for Secrets of a Master Moderator:

'What comes through clearest in her work is Naomi's vast experience as a master moderator, consultant, educator, and presenter. This book distills the advice and wisdom from countless hours on the front lines of practice, deep in the trenches among consumers and clients.'
- Hy Mariampolski, PhD. QualiData Research Inc.

'It is jam-packed with tips, a valuable tool that I wish I had been able to access 20 years ago when I was starting to commission and then conduct qualitative research… The book is a 'how to,' a dictionary, a textbook, and a series of relevant anecdotes about the practice of qualitative research.'
- Nancy Kramarich, Anderson DDB Health & Lifestyle

'This book is a gem and is likely to become a standard reference on the QRC's bookshelf.'
- Kay Corry Aubrey, Usability Resources, Inc.

'The book is inspired in its composition and content; at times profound and insightful, light and funny in others…It is the 'next best thing' to having Naomi on speed dial!'
- Miguel Martinez-Baco, ORC International

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