A Focus on Focus Groups
- 1 June 1998
- journal article
- Published by SAGE Publications in Business Communication Quarterly
- Vol. 61 (2) , 28-38
- https://doi.org/10.1177/108056999806100205
Abstract
Focus groups provide users with valuable qualitative data not readily obtained with any other data-collection techniques. First developed for market researchers to determine the present or potential impact of a product or ser vice, focus groups also help administrators and developers gain information about programs, assess the effectiveness of healthcare and family-planning projects, design political campaigns, and evaluate graduate programs and research efforts, among other data-collection tasks. Business communication classes provide an excellent setting for learning about focus groups and putting such a process into practice.Keywords
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