A Scheme for Analyzing the Results of Focus Groups

Abstract

In this article the author presents a scheme that can be used to evaluate the results of focus groups. The novel feature of the scheme is that it involves the situational factors in the analysis: interactional factors, the environment, time factors, the content, personal characteristics of the participants, and the characteristics of the moderator. The author argues that it is worth taking these into account in making an analysis. If the analysis incorporates recognition that the data used are not independent of the concrete situation but are to be seen in context, the conclusions can be richer and more useful.