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.

Fully up-to-date and with a range of online tools and resources to support both lecturers and students, this book covers the essential skills needed by business and management students throughout their university career and on their journey into the working world.