Theorizing in information systems research using focus groups

Abstract

Information Systems researchers have embraced a number of qualitative research approaches and methodologies, including interviews, observations, and even action research. One research method gaining visibility in IS research is the focus group research method. Focus groups have the potential to provide great insights into phenomena of interest to IS researchers as they allow researchers to get deeper into the topic of interest by providing more background information about the circumstances of the subject's answers or opinions. This paper presents a review of focus group research in the information systems literature, and provides a discussion of how and when the focus group research method can be the most appropriate method to use for IS theorizing. The discussion highlights the idea that the focus group research method is particularly useful for exploratory research on topics where concepts normally emerge through interactions among individuals or where concepts are initially unclear to participants, and as part of a multi-method research program for theory development. Examples of focus groups used in theory development are provided, together with a discussion of the limitations of the research method.