Advertisement

Quantitative Analysis of Focus Group Interviews

  • Marcus Schmidt
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

The paper explores the appropriateness of using a neural network algorithm for ana-lyzing excerpts from focus group interviews. Keywords (brand names, values, etc.) are identified by the analyst. The program then scans the entire text and establishes a “cova-riance” matrix with weights that express pain/vise associations between words. This matrix can be used as input data set in multivariate analysis. The paper discusses a selection of problems involved in quantifying qualitative information. The empirical analysis is based on focus groups concerning a tourist catalogue.

Keywords

Focus Group Interview Input Matrix Neural Network Algorithm Unique Word Neural Network Analysis 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Grunert, Klaus and Margarete Bader. 1986. “A Systematic Way to Analyse Focus Group Data,” EMAC Proceedings. Helsinki, 825–40.Google Scholar
  2. Peacock, James D. and Thomas W. White. 1994, “Participants Say the Damdest Things,” Paper presented at 2d. WW Electronic & Broadcast Audience Res. Symposium. Paris.Google Scholar
  3. Richards, Thomas J. and Lyn Richards. 1991, “The NUD.IST Qualitative Data Analysis System”, Qualitative Sociology 14(4), 307–24.CrossRefGoogle Scholar
  4. Schmidt, Marcus. 1998. “Quantitative Analysis of Qualitative Interviews: Theoretical Considerations and Empirical Analysis”, AMA Educator’s Proceedings, Boston, MA.Google Scholar
  5. Wassmann, David. A. 1992. “Using Catpac to read Qualitative data,” Paper presented at the Advanced Research Techniques Forum of the AMA, Lake Tahoe.Google Scholar
  6. Weitzman, Eben A. and Matthew B. Miles. 1995. Computer Programs for Qualitative Data Analysis. Thousand Oakes, Cal.: Sage.Google Scholar
  7. Woelfel, Joseph 1993. “Artificial Neural Networks in Policy Research: A Current Assessment,” Journal of Communication. 43(1), 63–80.CrossRefGoogle Scholar
  8. Woelfel, Joseph and Nick Stoyanoff (undated), “CATPAC: A Neural Network for Qualitative Analysis of Text,” Working Paper. University of New York at Buffalo.Google Scholar
  9. Zull, Cornelia, Robert P. Weber, and Philip P. Mohler (1989), The General Inquirer III. Mannheim Ger.: Zuma.Google Scholar

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Marcus Schmidt
    • 1
  1. 1.University of Southern DenmarkNewarkUSA

Personalised recommendations