Content analysis requires the researcher to systematically review transcripts of individual responses and categorize them into larger thematic categories. Although first ‘‘topline’’ reactions are shared during debriefing, more formal analysis will reveal greater detail and identify themes and relationships that were not remembered and discussed during debriefing.
Face-to-face focus groups need to have transcripts converted to electronic format but online groups are already in electronic format. Software can then be used with the electronic transcripts to identify and summarize overall themes and topics for further discussion. Qualitative data analysis is discussed in more detail in Chapter 9 .