Transcription of Analyzing Focus Group Data - SAGE Publications Inc
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Analyzing Focus Group Data - SAGE Publications Inc
7 Analyzing Focus Group DataThe analysis and interpretation of Focus Group data require a great deal ofjudgment and care, just as any other scientific approach, and regardless ofwhether the analysis relies on quantitative or qualitative procedures. A greatdeal of the skepticism about the value of Focus groups probably arises from theperception that Focus Group data are subjective and difficult to , the analysis and interpretation of Focus Group data can be as rigor-ous as that generated by any other method. It can even be quantified and sub-mitted to sophisticated mathematical analyses, though the purposes of focusgroup interviews seldom require this type of analysis.
broadly, semiotic analyses of qualitative consumer data have helped identify the signs and symbols that are embedded in textual data (Umiker-Sebeok, 1987). Finally, some approaches to analyzing focus group data are, in comparison with
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