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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.

The Potentialities of Focus Groups in E-Business Research: Theory Validation