The Search for a Method: Focus Groups and the Development of Mass Communication Research - Softcover

Morrison, David E

 
9781860205408: The Search for a Method: Focus Groups and the Development of Mass Communication Research
Softcover
ISBN 10: 1860205402 ISBN 13: 9781860205408
Publisher: University of Luton Press, 2003

Synopsis

""This is a beautifully integrated volume on the contexts and beginnings of the focus group technique."" -Robert Merton, professor emeritus, Columbia University Covering the origins, path, and practice of focus group research, this book provides not only a detailed methodological critique but also a focused look at the beginnings of modern modes of mass communication research. It details the historical context of the research setting created by Paul Lazarsfeld and shows how focus groups grew out of a tradition of quantitative as opposed to qualitative research. This study draws on unique sources, notably interviews with Lazarsfeld and his key early associates, together with Lazarsfeld's private papers and correspondence.

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About the Author

David E. Morrison is the research director of the Institute of Communication Studies at the University of Leeds. He is the author of The Search for an Understanding.

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Publisher
University of Luton Press
Publication date
2003
Language
English
ISBN 10 
1860205402
ISBN 13 
9781860205408
Binding
Paperback
Edition number
1
Number of pages
256