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Analyzing Focus Groups Data: The Consumption of Media in the Digital Era

By: & Published: 2019 | Product: SAGE Research Methods Datasets Part 2

This dataset is designed for teaching the analysis of focus group transcripts by conducting content analysis to understand consumer behavior. This data exemplar is drawn from an exploratory study consumption of information within the context of digital transformation. Professor Silvana Dakduk, PhD, from the School of Management at Universidad de Los Andes and Professor Álvaro M. Gonzalez, PhD (c), from the International School of Economic and Administrative Sciences at Universidad de la Sabana provide it. The example focuses on how new technologies have modified the consumption of information. It uses the transcript from research undertaken with participants aged 18–25 and 26–35 years. All participants were regular readers of traditional and digital newspapers from Bogotá, Colombia, during May 2017. The dataset files are accompanied by a Teaching Guide and a Student Guide.

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