Richard Krueger offers a rich and valuable discussion of focus group analysis that is sure to become a major guide in future focus group efforts. Analysis of focus group data is different from analysis of data collected through other qualitative methodologies and this presents new challenges to researchers. This book overviews important principles guiding focus group research, suggests a systematic and verifiable analysis strategy. Krueger is not doctrinaire: he offers multiple approaches and invites others to share their strategies for analysis. The book is helpful for academic audiences, focus group practitioners and the occasional moderator. The straightforward approach contains hundreds of helpful tips.Offer a summary of key questions and seek confirmation This is the first opportunity for the moderator (or assistant) to offer an oral summary of the critical questions. ... It occurs close in time to when comments were actually made and, therefore, is least subject to memory fade. ... Draw a diagram of the seating arrangement While participants are still in the focus group, the assistant moderator should sketchanbsp;...
|Title||:||Analyzing & reporting focus group results|
|Author||:||David L. Morgan, Richard A. Krueger, Jean A. King|
|Publisher||:||Sage Publications, Inc - 1998|