Using Focus Groups in SME Research : The Case of Owner-Operator Objectives

Prior research into small and medium (SME) owner-operator objectives has relied on either face-to-face interviews or a survey approach. This study used focus groups, as an alternative research methodology, in an attempt to reconcile the findings of two prior studies and to determine whether those studies provide an exhaustive set of dimensions (factors) into which all owner-operator objectives could be classified. We were also interested in investigating the proposition that there is a temporal dimension to owner-operator objectives.