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.
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