This paper explores the nature of communication research going on in Africa The author argues that while the absence of a research tradition in Africa compels researchers on African affairs to adapt and replicate some American, European, and Soviet research strategies, there is a real need for communication researchers to take cognizance of the cultural context in which their research in Africa takes place. He singles out the "focus group' approach as being particularly suitable for data elicitation from Africans because it harmonizes well with their social-group orientation. This approach, he argues, has the merit of generating new hypotheses since it allows interviewees to respond or behave in unanticipated ways. The author, however, does not expect the approach to be problem-free and he makes useful suggestions as to how some of the anticipated problems may be overcome.
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