Quantitative Analysis of Focus Group Interviews
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.
KeywordsFocus Group Interview Input Matrix Neural Network Algorithm Unique Word Neural Network Analysis
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