Understanding Analysis
Focus group analysis is systematic, sequential, verifiable, and continuous.
Analysis Is Systematic and Sequential
Systematic analysis is deliberate and planned-not capricious, arbitrary, or spontaneous. Analysis is a sequential, evolving process. Systematic, sequential analysis procedures help ensure that results will reflect what was shared in the groups. We institute systematic protocol to avoid making mistakes or overlooking critical factors. Systematic analysis means that the analysis strategy is documented, understood, and able to be clearly articulated by each member of the research team. You are ready for the question, "How did you come up with that?" and can point to the trail of evidence at the drop of a hat. The process is open for inspection.
Analysis Is Verifiable
Another researcher should be able to arrive at similar conclusions using available documents and the data. As humans, there is a tendency to selectively see or hear those comments that confirm a particular point of view or to avoid dealing with information that causes us dissonance or that we don't understand. Our training, our background, and our experiences influence what we notice and what we attend to. Researchers must continually be careful to avoid the trap of selective perception. Verification in analysis is a critical safeguard.
For analysis to be verifiable, there must be sufficient data to constitute a trail of evidence. The data stream begins with field notes and recordings taken during each focus group, continues with the oral summary (verification) of key points during each group, goes into the debriefing with the moderator team immediately following the groups, and includes transcripts if used.
Analysis Is a Continuing Process
Focus group analysis is quite different from analysis of numbers. One distinct difference is when analysis begins and ends. When analyzing numbers, researchers often wait until all forms, surveysvor documents are obtained. When everything is available, or at least a reasonable amount is available, the data entry begins. Codes are identified, and the raw data are entered into the computer. Data collection stops, and analysis begins. The separation between collection and analysis is clear in quantitative studies. By contrast, focus group analysis begins earlier-in the first focus group. Focus group analysis is done concurrently with data collection. Each subsequent group is analyzed and compared to earlier groups.
In fact, doing analysis as you go improves data collection. Beginning moderators should consider scheduling focus groups so they have time to transcribe the tape from one group before conducting the next. Also try to write a short summary of the group, going question by question. You will spot whether you need to get more information on a particular question. You will see where the group didn't really answer the question, so you can be alert to that in the next group. You can spot a question that isn't really getting at the type of information the client needs and adapt the question in later groups. Analyzing along the way makes the moderator better.
Setting the Stage for Analysis
A foundation is laid before the first focus group is conducted. It begins with the moderator or analyst becoming familiar with the area of study, obtaining background data about the problem, exploring past research, and discussing the project with the client or sponsor. Then the study design begins to emerge by making decisions about the needed qualities of focus group participants. Groups must be configured in a way to allow for the type of analysis wanted. Again, if you want to analyze how women versus men feel, they must be in different groups. The questions must be written in ways that allow for analysis. Even before the first group begins, the moderator or analyst carefully reviews the set of questions and reflects on how these questions meet the research specifications and yield insights. Probes are anticipated, and clarification is sought when participant responses are trivial or superficial.
The sequential process continues during the group and, in fact, becomes a critical part of the focus group. The questions are sequentially arranged, and later comments by participants build on earlier comments within the group. Early questions are often of minimal importance and may get limited attention in analysis (or sometimes are even set aside). However, the responses to later questions are typically critical to the study. Strategically placed ending questions (see Chapter 3) help nail down the main points of participants, and a short verbal summary (Chapter 4) at the conclusion of the discussion allows for verification.
The sequence continues after the focus group with an immediate debriefing with the moderator and assistant moderator and can also include other members of the research team who have observed the session. At this time, the moderator makes a quick check to ensure that the tape recorder worked and that the field notes are complete. Then the moderator turns the tape recorder back on, and the team members discuss what they heard: What were the themes? What were the particularly helpful quotes? What was surprising? How was this group similar to or different from earlier groups? Does anything need to be changed before the next group?
The sequence continues but may take a number of different paths from here. The paths are described later in this chapter under "Analysis Strategies."