Demo Session 5: Interpreting and Presenting Focus Group Data Findings through Software

14:30 -16:00 (Johannesburg timetable) | In-person Session

Focus group data is used in several fields to explore various ideas in a familiar setting to capture issues that interviews and other techniques cannot. The demonstration session shows how researchers can collect, analyse, and report focus-group data on a real project about management faculty perception of qualitative research. Four focus group discussion data were collected. Ethical and privacy protocols were followed. The accuracy of data transcription field notes was verified. The focus group data analysis largely uses inductive coding and multi-level analysis. ATLAS.ti is the CAQDAS (Computer-Assisted Qualitative Data Analysis Software) that will be used to analyse intra- and inter-focus group data and respondent categories. It includes descriptive and interpretive data accounts that demonstrate themes and their relationships. An innovative and evidence-based focus-group data analysis framework will be presented that will benefit researchers across disciplines and contexts. Analysis employs a thematic approach and allows themes to emerge from research questions and objectives. The significance of themes will be discussed based on the C- value and occurrence of quotations for the theme. The demonstration session will present themes using text, networks, and visuals for rigour, validity, and social construct. The interpretation will use narratives, observations and non-verbal clues associated with themes.