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. Indeed, there is no onebest or correct approach to the analysis of Focus Group data. As with othertypes of data, the nature of the analyses of Focus Group interview data shouldbe determined by the research question and the purpose for which the data most common purpose of a Focus Group interview is to provide an in-depth exploration of a topic about which little is known.

Semiotic analyses commonly deconstruct textual data to uncover unintended or hidden messages, which has proved particularly useful in the field of advertising and communications research (McQuarrie & Mick, 1996; Stern, 1995). More broadly, semiotic analyses of qualitative consumer data have helped identify the

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