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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	The Purpose Drives Analysis Analysis begins by going back to the intent of the study. Indeed, throughout the analysis process, the researcher should remember the purpose of the study. Qualitative researchers have been known to be overwhelmed with the vast accumulation of data and find that they have a multitude of choices. A key principle is that the depth or intensity of analysis is determined by the purpose of the study. At times, the purpose of the study is narrow, and elaborate analysis isn't needed or appropriate. Difficulties emerge in both qualitative and quantitative analysis when there is a mismatch between analysis resources and the problem. This can result in elaborate analysis of trivial data or inadequate analysis of a complex problem of major concern. The researcher must remember the intent of the study and regularly weigh choices against two factors: available resources and the value of that new information. In some respects, beginning the focus group analysis is like standing at the entrance of a maze. Several different paths are readily apparent at the beginning, and as the traveler continues, additional paths and choices continually emerge. It is unknown to the traveler if the path will be productive until it has been explored, but the process of exploration requires an investment of effort even if it is just a peek around the corner. Survival requires a clear fix on the purpose of the study. BACKGROUND Purpose, Purpose, Purpose This is the analysis chapter, so we just wanted to know if you've picked up on this theme. We keep pointing to purpose. That's because the purpose keeps us on track. If we are clear about it all along the way, we are more efficient and effective at getting the needed information. The purpose influences everything, it drives the planning. It suggests how much time and resources should be put into the study. It gives us clues as to what type of people should be recruited to participate. It guides the development of the questions. It helps the moderator know what to focus on. And it helps the analyst(s) know what to focus on. We emphasize this because beginning researchers sometimes get so excited about all the different things they could learn from a study or all the fascinating things that are said in focus groups that they get tost. Our focus on purpose doesn't mean we aren't open to different things. We don't put blinders on. But we know when were looking at something beyond the purpose, and we weigh the potential benefit of exploring it.

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