Abstract
Interviews and focus groups are valuable methods that share an important place in qualitative research in many disciplines, including journalism and mass communication. A wise use of these methods, however, requires that a researcher be well versed in the critical and cultural scholarship that enables an assessment of their use and results. The author proposes that researchers be intentional, self-reflexive, and transparent in decisions about the purpose, design, execution, and interpretation of results of their projects. If provided with this information, a reviewer or reader will have the grounds to assess the value of work using these qualitative strategies.
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