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)


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.


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.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

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

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