This updated edition of Krueger and Casey's bestselling, practical book walks readers step-by-step through the "how tos" of conducting focus group research. Using an engaging, straightforward writing style, the authors draw on their more than 50 years of hands-on experience in the field to cut through theory and offer practical guidance on every facet of the focus process, including tips for avoiding problems and pitfalls. The Fifth Edition reflects the most recent research and technological innovations and includes new coverage on planning with analysis in mind; creating conversational questions that have the potential for producing unique and valuable insights; developing questions that get answers with little or no talking; the art of hosting a focus group; common sense thinking about reporting; more efficient strategies for planning the study; and emerging areas of focus group research, such as conducting cross-cultural, international, and Internet (asynchronous) focus groups.