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Focus Group Practice

Focus Group Practice

Claudia Puchta,Jonathan Potter


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Focus Group Practice is unique in providing a picture of focus group moderation and interaction that is based on the study of what actually happens in high-class market research focus groups and in using recent theories of interaction, for example discourse and conversation analyses, to throw light on the practice of moderation. This unique book will be essential reading for all involved in focus group practice. It is accessible to a broad readership, including undergraduate students.