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