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Focus Group Data and Qualitative Analysis Programs: Coding the Moving Picture as Well as the Snapshots

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  • M. Catterall
  • P. Maclaran

Abstract

Most qualitative data analysis programs include a code and retrieve function. We argue that on-screen coding and the retrieval of coded segments, or snapshots, can result in researchers missing important process elements in focus group data, the moving picture. We review the literature on the analysis of focus group data and conclude that the focus group is not simply a data gathering technique where data collected are analyzed for their specific content such as all text relating to a particular theme. Important and potentially insightful communication and learning processes occur in focus groups as a result of participant interaction. These processes in the data can only be identified by several readings of the whole transcript and tracing an individual's text in the context of other participants’ text; this is difficult to effect on-screen. Thus, we recommend that transcripts are coded on-screen for content and off-screen for process.

Suggested Citation

  • M. Catterall & P. Maclaran, 1997. "Focus Group Data and Qualitative Analysis Programs: Coding the Moving Picture as Well as the Snapshots," Sociological Research Online, , vol. 2(1), pages 41-49, March.
    • Handle: RePEc:sae:socres:v:2:y:1997:i:1:p:41-49
    DOI: 10.5153/sro.67
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    Cited by:

    1. Elizabeth Benninger & Megan Schmidt-Sane & James C. Spilsbury, 2021. "Conceptualizing Social Determinants of Neighborhood Health through a Youth Lens," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 14(6), pages 2393-2416, December.
    2. Piekkari, Rebecca & Welch, Denice Ellen & Welch, Lawrence Stephenson & Peltonen, Jukka-Pekka & Vesa, Tiina, 2013. "Translation behaviour: An exploratory study within a service multinational," International Business Review, Elsevier, vol. 22(5), pages 771-783.
    3. Massey, Oliver T., 2011. "A proposed model for the analysis and interpretation of focus groups in evaluation research," Evaluation and Program Planning, Elsevier, vol. 34(1), pages 21-28, February.
    4. Sabirah Adams & Shazly Savahl, 2017. "Children’s Discourses of Natural Spaces: Considerations for children’s Subjective Well-Being," Child Indicators Research, Springer;The International Society of Child Indicators (ISCI), vol. 10(2), pages 423-446, June.
    5. Jari Salo, 2015. "Mobile Game Advertising Recall in Pre- and Post-Game Experience," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 261-273, July.
    6. Martina Angela Caretta & Elena Vacchelli, 2015. "Re-Thinking the Boundaries of the Focus Group: A Reflexive Analysis on the Use and Legitimacy of Group Methodologies in Qualitative Research," Sociological Research Online, , vol. 20(4), pages 58-70, November.

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