Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation.

Focus Groups: Reasons for Attending Films

Focus Groups: Reasons for Attending Films

Focus groups: Reasons for attending films

Focus groups are group interviews that are held to find out how people feel about some product, service, or issue. A group of people are assembled and a free-form discussion is held, led by a moderator, to obtain the desired information. As Roger D. Wimmer and Joseph R. Dominick describe it in Mass Media Research: An Introduction (1983), “The focus group technique involves interviewing two or more people simultaneously, with a moderator or facilitator leading the respondents in a relatively free discussion about the topic under consideration” (p. 100). Those who conduct focus groups are usually interested in people's attitudes and behaviors relative to some consumer product or choice (as in elections) they might ...

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