Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups

Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups Voevodin's Library: Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups

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	6 Analyzing Focus Group Results A statement of what data analysis is: Data analysis consists of examining, categorizing, tabulating, or otherwise recombining the evidence, to address the initial propositions of a study. (Yin, 1984, p. 99) A story of what data analysis is not Once upon a time, an institution of higher learning set out to hire a new president. The governing board of the institution sought applications from far and near, but because of the limited travel budget, only the near applications were seriously considered. It turned out that three professors were among the final candidates to be interviewed by the board. The first was a professor of accounting, the second was a professor of engineering, and the third was a professor who regularly served as a management consultant. After completing all interviews, the board was deadlocked. In an attempt to resolve the dilemma, the board decided to invite all three professors back to answer one final question. The accounting professor was the first to be asked, "What is two plus two?" The professor immediately replied, "With great confidence, I can tell you that the answer is exactly four." The engineering professor was the second candidate to be asked, "What is two plus two?" After a moment of reflection, the engineer replied, "In the field of engineering, we are accustomed to problems such as this. In engineering we frequently must deal with numbers that are rounded. Therefore, the first two could be any number between 1.50 and 2.49, and the same is true of the second number. This means that the sum of two plus two could be any number between 3.00 and 4.98." Finally the board invited the management consultant into the boardroom. The question was asked, "What is two plus two?" The consultant slowly got up and went over to shut the door, then over to the window to close the blinds, and finally back to the board table. The consultant leaned across the table and, with a voice slightly over a whisper, asked, "What do you want it to be?" Qualitative analysis is not whatever you want it to be, but unfortunately, that is a perception that is sometimes held. The intent of this chapter is to present an overview of focus group analysis-analysis that is practical, systematic, and verifiable. Analysis can be a stumbling block for qualitative researchers. The unanticipated volume of data is sobering, but more often it is the complexity of the analysis that stops the researcher cold.

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