Abstract
Use of the focus group technique is widespread in qualitative marketing research. The technique is considered here from a philosophy of science perspective which points to a confusion of three distinct approaches to focus groups in current commercial practice. An understanding of the differences among these approaches, and of the complex nature of qualitative research, is shown to have important implications for the use of focus groups.
Keywords
Focus groupFocus (optics)Qualitative researchConfusionQualitative marketing researchPerspective (graphical)Marketing researchSociologyPsychologyMarketingEpistemologyComputer scienceSocial scienceQuantitative marketing researchBusinessBusiness marketing
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Publication Info
- Year
- 1977
- Type
- article
- Volume
- 14
- Issue
- 3
- Pages
- 353-364
- Citations
- 286
- Access
- Closed
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Cite This
Bobby J. Calder
(1977).
Focus Groups and the Nature of Qualitative Marketing Research.
Journal of Marketing Research
, 14
(3)
, 353-364.
https://doi.org/10.1177/002224377701400311
Identifiers
- DOI
- 10.1177/002224377701400311