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Business Communication Quarterly, Vol. 61, No. 2, 28-38 (1998)
DOI: 10.1177/108056999806100205
© 1998 Association for Business Communication

A Focus on Focus Groups

Zane K. Quible

Oklahoma State University, Stillwater

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.

Key Words: Focus group • marketing • analytical report • data collection


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