Join Cheryl Ladd for an in-depth discussion in this video What makes a good moderator, part of Marketing Foundations: Qualitative Research.
- [Narrator] The focal point of qualitative research…is the moderator.…The moderator leads the discussion,…keeps the respondents focused,…and digs beneath the surface to uncover insights.…Good moderators make it look easy.…There's far more to moderating than simply asking questions.…So, what are the skills required for a good moderator?…Good moderators are objective and nonjudgmental.…This includes the ability to maintain an interested,…yet neutral expression regardless of how dull…or bizarre respondents' comments are.…
Good moderators understand that rich information…may stem from unconventional sources.…And this means that their own opinions…play no role in the discussion.…Good moderators are attentive to both verbal responses…and nonverbal behaviors.…In other words, they have both good listening skills…and good observation skills.…They can use body language to ask probing questions…or control group dynamics.…For example, if someone is not speaking,…but is nodding their head or frowning,…the moderator would use this…
- What is qualitative research?
- The benefits of qualitative research
- Identifying your objectives and methodology
- Creating screeners and discussion guides
- Defining the timeline and logistics
- Writing a report
- Asking questions
- Moderating a group
Skill Level Intermediate
1. The Role of Qualitative Research
Qualitative vs. quantitative3m 32s
2. Elements of a Qualitative Research Project
Wrap up1m 4s
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