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 dist...
Keywords
Focus (optics)Focus groupMarketingMarketing researchQualitative researchQualitative marketing researchBusinessPsychologySociologyQuantitative marketing researchReturn on marketing investmentSocial science
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Publication Info
- Year
- 1977
- Type
- article
- Volume
- 14
- Issue
- 3
- Pages
- 353-353
- Citations
- 614
- 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)
, 353-353.
https://doi.org/10.2307/3150774
Identifiers
- DOI
- 10.2307/3150774