Secrets of a Master Moderator: Edition III

Secrets of a Master Moderator: Edition III

by Naomi Henderson

NOOK Book(eBook)

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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

Product Details

ISBN-13: 9780983673934
Publisher: VISAR Corporation
Publication date: 05/09/2016
Sold by: Barnes & Noble
Format: NOOK Book
Sales rank: 1,100,548
File size: 4 MB

About the Author

Naomi R. Henderson completed her first research project at age 14 and received her first paycheck as a research analyst at age 20. She has always been curious about the motivations behind the actions of individuals and groups. She holds both an M Ed. and a BA from American University and is a licensed practitioner of NeuroLinguistic Programming, a body of knowledge that accelerates the collection of behavioral data. To date, she has led over 6,000 qualitative research events (QREs) and personally interviewed over 60,000 respondents for Fortune 500 clients across many industries. She founded RIVA in 1981 and has served over 600 client organizations as CEO. RIVA’s Master Moderator Certificate Program is the first of its kind to be offered in the US. She has written over 10,000 pages of core and custom curriculum documents to support the myriad of courses that RIVA offers to researchers in the qualitative arena. As she nears the half-century mark as a researcher, she is taking time to step back and reflect on what she has learned since the 1950s, sharing her insights in hopes of leaving the qualitative market research industry a bit better than she found it.

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