Explain the parts of data and how researchers should analyze the raw data created by a focus group
What will be an ideal response?
The raw data should have two parts. The first is a verbatim transcription of each question asked by the moderator and each individual answer given by the focus group participants. It should include all probes used by the moderator and various group members, and all slang, dialects, or pauses used as participants respond to a question. The second part is the notes taken by the second observer. These include various interactionary cues offered by individual of the group (facial grimaces, head shakes, side comments). These, taken together, provide a complete record of the discussion that occurred, and assist in analysis of data. The researcher must then analyze the content to derive trends and patterns that appear within a single focus group or among a series of focus groups. The researcher then undergoes content analysis to examine the text for similarly used words, themes, or answers to questions. The terms should be indexed and easily retrievable. Analysis must take into account both the individual responses and the group interaction to examine flow of ideas through the group. This attends to consensus, dissensus, and resonance. Researchers should:
• Avoid quantifying results or offering magnitudes
• Provide quotations to support assessment of trends and patterns
• Offer relevant characteristics of each group member before quoting
• Make a point, or state a specific pattern before quoting
• Use quotes to illustrate, not prove
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What will be an ideal response?
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