Logo Logo

Focus Groups and the Nature of Qualitative Marketing Research, Journal of Marketing Research

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.

Type

Article

Author(s)

Bobby Calder

Date Published

1977

Citations

Calder, Bobby. 1977. Focus Groups and the Nature of Qualitative Marketing Research. Journal of Marketing Research. 14(3): 353-364.

KELLOGG INSIGHT

Explore leading research and ideas

Find articles, podcast episodes, and videos that spark ideas in lifelong learners, and inspire those looking to advance in their careers.
learn more

COURSE CATALOG

Review Courses & Schedules

Access information about specific courses and their schedules by viewing the interactive course scheduler tool.
LEARN MORE

DEGREE PROGRAMS

Discover the path to your goals

Whether you choose our Full-Time, Part-Time or Executive MBA program, you’ll enjoy the same unparalleled education, exceptional faculty and distinctive culture.
learn more