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.
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Byers et al. (1991) studied this question.
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