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This essay outlines focus groups as a relatively new method of research for the communication and organizational researcher. The needs for this type of research, essential ingredients of a quality focus group session, and the advantages anddisadvantages of the method are discussed. A theoretical framework is established andspecific instances of the application of focus groups in recent organizational researchare given. Finally, suggested methods for analyzing focus group data are presented.
Byers et al. (Tue,) studied this question.