20 - Analyzing Focus Groups

Transcription

1 20 - Analyzing Focus Groups

2 Contents 20 - ANALYZING FOCUS GROUPS... 1 HOW CAN MAXQDA SUPPORT FOCUS GROUP ANALYSIS?... 1 USING THE LEXICAL SEARCH FOR CONTRIBUTIONS FROM PARTICIPANTS... 1 THE OVERVIEW OF FOCUS GROUP PARTICIPANTS... 2 Creating new variables... 3 CODING QUERY FOR CODED SEGMENTS... 5 Selecting Participants for Analysis through Activation... 5 Complex Coding Query... 7 VIEW CODED SEGMENTS PER PARTICIPANT... 8 The Quote Matrix for focus group participants CROSSTAB FOR FOCUS GROUPS... 11

3 20 - Analyzing Focus Groups How can MAXQDA support Focus Group Analysis? Conducting focus groups and group interviews occupies an important role in social and market research. Focus groups offer a high potential for diverse analyses, therefore in MAXQDA 12, many new features have been developed that allow for the simple and effective analysis of focus group data. For simplicity we use only the term focus groups in MAXQDA and in this manual, although the functions are all suitable for the analysis of group interviews as well. Transcripts of focus groups can be imported so that the contributions of the participants are automatically coded while importing.. Individual participants can be activated directly in the "Document System", so you can easily compile the statements of individuals on selected topics. Background information on the participants, such as age and professional experience, can be stored as variables for focus group participants and used for the specific and comparative analysis of participant groups. The "Overview of focus group participants" can be used to answer questions such as the following: Who has spoken at what frequency? How extensive are the contributions of each participant, in words or characters? Use the Code Matrix Browser and the Crosstab for focus groups to create visualizations such as "Themes x Participants", with which participants or groups of participants can be compared by diverse themes, arguments, positions, and viewpoints in the allocation of codes. Using the Lexical Search for Contributions from Participants MAXQDA s lexical search can be limited to individual contributions from participants: 1. Activate the participants whose contributions you would like to search in the Document System. 2. Access the function via the Lexical Search function in the Analysis tab. 3. In the window that appears, enter the desired search terms and select Only in activated documents / activated focus group contributions. 1

4 The Overview of Focus Group Participants The "Overview of focus group participants" provides important information about the individual participants, such as the number and scope of their respective contributions, and also allows you to store additional information about each participant in the form of variables. To access the overview, right-click on a focus group in the "Document System" and choose Overview of focus group participants. The following window will open: The Overview of Focus Group Participants provides important information The first two columns are used to identify the participants and their respective focus group transcript. The percentages of contributions and the characters always appear in the displayed table. If you have assigned a particular color to a participant, it will appear in the first column of the table. In top of the window are several icons, whose special functions in relation to the focus group analysis are explained here: Only activated focus group participants - Reduces rows to those of participants activated in the Document System. This is especially handy if you want to exclude Moderators from the overview: Activate only the other participants and click the icon. Statistics - Presents the values of all the columns displayed in a frequency table or chart, excluding the participants and focus group columns. More information on frequency tables and charts can be found here >> LINK. 2

5 Data Editor - Turns on the Variable View, in which the variable values are visible. List of variables - Switches to Variable View, where you can define new variables and adjust and edit existing variables. More information on the use of variables in focus group analysis is provided in the next section. Tip: You can call up the summary table not only for individual focus groups transcripts, but also for the participants of all the focus groups in the MAXQDA project. To do this, right-click at the top level in the "Document System " with the mouse and select the appropriate entry. A corresponding overview is also available in the context menu of an individual participant, referred to here as Overview of participant variables. Editing Variables for Focus Group Participants You can store background information for each participant in a focus group for selective analyses and comparisons; for example, comparing the statements of older and younger participants. First open the "Overview of focus group participants" from the context menu in the "Document System" (either at the top level for all focus groups in the project, or at the level of a single focus group). As seen above, the default overview contains multiple columns of information that MAXQDA compiles for the participants. You can add more columns for information such as, for example, age, profession, or professional rank. Creating new variables Adding new variables is done in the same way as in other overviews of variables in MAXQDA: 1. Click on the List of Variables icon to switch to Variable View. 2. Next, click on the New Variable icon. A new window will appear, in which you can define the name and type of the new variable. 3

6 Creating a new variable After clicking OK, you will see that a line has been added with the newly added variable in Variable View. Newly added variable in Variable View Entering values for the participants Click on Overview of focus group participants to return to the normal view. On the far right you will see a newly added column, in which you can enter values for each participant. The editable column can be easily recognized by its blue column heading, unlike the black headings of the columns automatically generated by MAXQDA. 4

7 Entering data for a variable The variable values for participants can be used: To activate only selected participants with specific values for further analysis or in a Crosstab for focus group to compare groups of participants. Coding Query for Coded Segments The central principle for the compilation of coded segments in MAXQDA is the activation of codes and documents. This principle also applies to the analysis of focus groups, however in this case you have the possibility to activate not only the focus group transcript as a whole, but also all or certain participants in the Document System. In this case, only the contributions of activated participants will be taken into account in the analysis. Selecting Participants for Analysis through Activation To activate a participant in the "Document System" for analysis, proceed exactly as when activating a document. You can right-click the on participants and select Activate from the menu, or simply click on the gray circle by icon of the participant. To activate or deactivate all the participants in a focus group, you can use the commands Activate all participants or Deactivate all participants in the context menu of the focus group. MAXQDA analysis of focus groups applies either to the entire document or to individual participants of the selected focus group, but never a mix of these two levels. For this reason, the transcript and the participants can never be activated together, following the principles below: When you activate a transcript, its participants will be deactivated. When you activate a participant, its transcript will be deactivated. 5

8 When you activate a document group or all documents, focus group participants will be disregarded or deactivated if necessary. During the search for participant statements, MAXQDA can help you by performing the following standard tasks: Find everything that the participant Lucas said in a focus group 1. Activate the corresponding focus group in the Document System. 2. Activate Lucas in the Code System. MAXQDA will list all of the contributions from Lucas in the Retrieved Segments window. Find everything that the participant Lucas said in multiple focus groups 1. Activate all focus groups in the Document System. 2. Activate all codes for Lucas in the Code System. MAXQDA will list all of the contributions from Lucas from all focus groups in the Retrieved Segments. Find everything that Lucas said regarding a particular theme, for example Stress due to the financial crisis : 1. Activate Lucas in the Document System in all of the transcripts you wish to include. 2. Activate the theme code Stress due to the financial crisis in the Code System. MAXQDA will list all of the contributions from Lucas related to this theme in the List of Coded Segments. The participant is also indicated in the indication of origin, so you can easily associate the contribution with the participant. 6

9 Statements of a participant on a topic in the Retrieved Segments window Find everything that multiple participants said in a focus group You can always activate multiple participants simultaneously. MAXQDA takes all activated participants into account during the Coding Query. Enable focus group participants based on their variable values You can also activate individual participants based on their variable values. To do this, right-click on root document in the "Document System" and select the entry Activate focus group participants by variable values from the context menu. The same window which is used to activate documents based on their variable values will then appear. You can then select any of the values listed in the "Overview of Focus Group Participants". This also makes it possible to select participants with many or few contributions and speeches. Complex Coding Query The Complex Coding Query function also allows you to limit the search to the statements of a particular participant as coded segments. This function follows the same logic as the simple Coding Query: When you activate the focus group transcript, the search takes the whole document into account, whereas when you activate an individual participant, this participant s contributions are treated as a document. Suppose you have assigned thematic codes in a transcript, and also coded the communication sequence so that there is a Code System of the following type: 7

10 Themes Financial Crisis Sense of Security... Communication sequence Objections Support for the statement... If you want to find all the statements in which Lucas presents an objection to an earlier statement about the "financial crisis", you can do so using the Complex Coding Query: Activate the participant Lucas in the Document System. Activate the codes Financial Crisis and Objections. Call up the Analysis > Complex Coding Query function. Select the Overlapping function, which searches for instances in which two codes, namely Financial Crisis and Objections occur simultaneously. 5. Ensure that the Only in activated documents / activated focus group contributions function is selected. 6. When you click on Home, MAXQDA will list the results in the Retrieved segments. View Coded Segments per Participant MAXQDA s Code Matrix Browser is the ideal tool with which to illustrate and analyze the distribution of coded segments in different documents. This tool is in the form of a table, in which the documents make up the columns and the codes make up the rows. In the analysis of focus groups, often it is not the transcript as an individual document that is the central focus, but rather the analysis of the contributions in multiple documents, to be considered separately from each other. The MAXQDA Code Matrix Browser therefore offers the opportunity to automatically perform exactly this analysis and visualize the distribution of codes per participant: Open the Code Matrix Browser via the Visual Tools tab. In the window that appears, select the option Focus Group Participants. If you would like to visualize the codes of an individual participant (or to exclude the moderator 8

11 from the visualization), you can activate these elements in advance, and additionally select the option Only for activated focus group participants. Code Matrix Browser options When you click OK, MAXQDA will open the Code Matrix Browser, whose columns are made up of the participants. 9

12 Codes per participant The size of the squares provides information about how many coded segments from the four thematic codes are present in the contributions of each participant. The image above demonstrates the frequency of encodings on the four issues made by Lucas, Miles, Lisa, Casey, and Parker. The larger the square, the more encodings have been made with the code in question. It is evident from the image that Lucas a high amount of coding occurred regarding "Stress due to the financial crisis", whereas Parker made no contribution to this theme. In the presentation of focus groups, The Code Matrix Browser operates in the same manner as usual: Double-clicking on a cell will display the corresponding coded segments in the Retrieved Segments window and clicking on the Display nodes as values presents the information as code frequencies rather than square. The functions of the other buttons in the Code Matrix Browser are described here. Note: If a project has multiple focus groups, all or all activated participants from all focus groups will be displayed in the Code Matrix Browser. The order of participants from left to right corresponds to their order in the "Document System" from top to bottom. The Quote Matrix for focus group participants Using MAXQDA s Quote Matrix, you can synoptically compile coded segments. This can be illustrated as follows: Behind every square in the image above is a certain number of coded text segments, which can be easily compiled by, for example, double-clicking on the square. A Quote Matrix contains not only the text segments that lie behind a square, but also compiles the text segments of all the squares together in a table. To create a Quote Matrix, click the Quote Matrix button in the Code Matrix Browser toolbar. MAXQDA will open a window where you can select a location and an output format, which include: Excel, RTF, HTML, and TXT. The Excel format is suitable for tables with many columns; otherwise the RTF format, which can be opened with all standard word processing programs such as Word, is recommended. 10

13 Excerpt from a Quote Matrix in Excel An indication of origin appears below each segment: The contribution in the upper left is from a statement by Lucas from paragraph 9 of the transcript, and encoded with a weight of 0. Crosstab for Focus Groups MAXQDA offers the opportunity to save background information on each focus group participant in the form of variables. Suppose you have divided participants into two age groups: With the Crosstab for focus groups, you can easily compare the thematic coding for these two groups. The Crosstab for focus groups functions essentially the same way as the normal crosstab: The codes form the columns and the groups of focus group participants form the rows, while the respective code frequencies are presented in the cells. You can find the Crosstab for focus groups function in the Crosstab menu of the 11

14 Mixed Methods tab. The following window appears, in which you can define the participant groups. Define participant groups for the columns Each line in the middle column of the window forms a column in the final crosstab. In the image above, the option Insert all variable values as conditions has been selected and the variable "age group" has been automatically transferred to the middle pane with with a double mouse-click. MAXQDA has automatically inserted a row for both occurring values, "20-29" and "30-39". Note: In the crosstab, MAXQDA evaluates all participants that meet the conditions in the second column of the window - regardless of whether they come from one or more focus groups. You can restrict the evaluation to include only currently activated participants using the Only activated focus group participants option. The final crosstab appears as follows: 12

15 Crosstab for focus groups The example is read as follows: 33,3% of the 20- to 29-year-olds have been assigned the code Financial issues, and 100% of the 30 to 39-year-olds. 13