Abstract
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.
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Schmidt, M. (2015). Quantitative Analysis of Focus Group Interviews. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_6
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DOI: https://doi.org/10.1007/978-3-319-17356-6_6
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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