ABSTRACT
Sooner or later every researcher and research user faces the problem of deepening and strengthening his understanding of experiences in groups. Market research groups, unlike schoolroom ones, can only last a couple of hours or so, but during that time our past experience of group behaviour leads the respondents and moderator to replicate, if only for a short while, the processes of natural groups. Process refers to the sequence of stages that the group passes through simply as a result of its existence as a group of people trying to communicate. Forming can also set patterns for communication later in the group. If forming is done by the moderator in a sequential round-the-group question and answer fashion, then whenever it’s uncertain the group will revert to this mode of operation and wait for the moderator to seek their opinions in turn. The atmosphere of peaceful conciliation makes it tempting for the moderator to linger in this pleasant ambience.
