This book is about research designs for projects that collect both qualitative and quantitative data, so that their combined strengths will accomplish more than would have been possible with any one method.

Taking a "bi-level" approach, this book gives readers a complete picture of focus groups with coverage of both the "how-to" and the why, and argues against there being any one right way to do the research.

Created with direct input from students and packed with advice and guidance from leading industry experts, this textbook walks readers through the steps necessary to deliver a team-based project, facilitating the development of key employability skills along the way.