The Potentialities of Focus Groups in e-Business Research: Theory Validation

Abstract

Focus groups enable the rapid and timely collation, integration and assembly of the views of a variety of different types of stakeholders into plausible theory. This paper examines the usefulness of the focus group as an e-business research method, using a case study of focus group deployment for the purpose of theory validation as its illustration. Our results suggest that a focus group can be effective as a strategy in e-business research, while providing the relevance and multidisciplinary approach found lacking in more common empirical methods. We provide a set of guidelines for effective focus groups in e-business research.

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Cite this paper

@inproceedings{Lichtenstein2002ThePO, title={The Potentialities of Focus Groups in e-Business Research: Theory Validation}, author={Sharman Lichtenstein and Paula M. C. Swatman}, booktitle={E-Business: Multidisciplinary Research and Practice}, year={2002} }