Analyse Harmonique sur les Groupes de Lie by P. Eymard, J. Faraut, G. Schiffmann, R. Takahashi

By P. Eymard, J. Faraut, G. Schiffmann, R. Takahashi

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A “junk drawer” consists of observations not included elsewhere, such as the “power of introductions” and introductory questions. The recommendations offered are intended to be modified to meet individual requirements. The text is accompanied by the liberal use of graphics in the form of line drawings, black-and-white photographs, boxes, and charts. 51. Cowley, James C. P. ” International Journal of Market Research 42, no. 1 (Winter 1999/2000): 17–38. The Australian author concentrates exclusively on the role of the moderator/facilitator in conducting market research focus groups.

London: Sage, 1999. The difficulties of analyzing focus group data with techniques designed to address data produced by other qualitative approaches, such as depth interviews and ethnographic field notes, are highlighted. Analytic induction, also known as deviant case analysis, is advocated. First adopted in 1934, the purpose is “to derive propositions which apply generally across all the data to the entire universe of relevant cases or transcript items” (p. 150). Analytic induction is discussed in terms of its benefits and limitations for application to focus group data—in this case, data from a study of adolescents, peer pressure, and smoking behavior.

Myers and Macnaghten state that the work of the moderator “is rendered invisible when the published reports on the research quote only the utterance of the participant, and not those leading up to it” (p. 181). Additional analysis, with longer quotations from the transcripts, is advocated. Full conversation analysis would include indications of volume, speed, quality of voice, pauses, breathing, and intonation—a much more time-consuming process than a simple transcription. 46. Schmidt, Marcus. ” Qualitative Market Research 4, no.

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