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

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.