Respondent Cooperation in Focus Groups: A Field Study Using Moderator Ratings
Peter Tuckel and Michael WoodCity University of New York
Introduction
The focus group has been a mainstay tool of market researchers for several decades. In recent years, perhaps spurred by the entry of the focus group into the domain of electoral politics and the attendant publicity, the focus group is now widely used by practitioners in a number of diverse fields. Social scientists who work in the government or the nonprofit sector, for example, routinely use this technique.
As the focus group...