Focus Groups and the Nature of Qualitative Marketing Research
Journal of Marketing ResearchPublished 1 August 1977
Bobby J. Calder
Citations614
SJR quartileQ1
SJR score6.96
SNIP2.42
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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
Social SciencesBusiness, Management and Accounting
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