The potentialities of focus groups in E-business research: theory validation

Authors:
Sharman Lichtenstein;Paula M. C. Swatman
Affiliations:
School of Information Systems, Faculty of Business and Law, Deakin University, Australia;Institute for Management, Faculty of Informatics, University of Koblenz-Landau, Germany
Venue:
Seeking sucess in E-business
Year:
2003

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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 an exemplar 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, providing a useful alternative or complementary method to more traditional empirical methods. We provide a set of guidelines for effective focus groups in e-business research, which may prove useful to researchers contemplating employing the focus group method in a research design.