Focus Groups

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Focusing on the often-overlooked potential of focus groups, this book offers a comprehensive guide to their effective use in research. Dr. Christine Davis emphasizes the importance of a communication perspective, guiding readers through the stages of project development, from ideation to design, facilitation, and analysis. By integrating group communication theories and discourse analysis, the book caters to both novices and seasoned practitioners, enhancing their understanding and application of focus group research.