The Search for a Method covers the origins, path and practice of focus group research. It provides not only a detailed methodological critique, but also a focused look at the beginnings of modern modes of mass communication research. The Search for a Method details the historical context of the research setting created by Lazarsfeld and shows how focus groups grew out of a tradition of quantitative as opposed to qualitative research. The Search for a Method will be of interest to academics, practitioners and students of media related studies and social studies, but will also have a wider appeal to anyone involved in research and its methodology.