Analysis of a Food Risk Focus Group Transcription Using a Set-Theoretic Methodology. Clive Downs, Chaya Howard, and Lynn Frewer, Institute of Food Research, Reading Laboratory, Earley Gates, Reading RG6 6BZ - United Kingdom, telephone +44.11.89.35.70.00, fax +44.11.89.26.79.17
In this study a new method of analyzing focus group transcriptions is presented. A focus group of experts was convened to discuss risk and risk communication in relation to genetically modified food. Experts were recruited from industry, research bodies, and consumer groups. Focus groups provide very rich data, but there is no generally accepted method for analysis of such data. A method of analysis should ideally be rigorous and objective. A new method, based upon set theory was explored. Concept which participants mention are assessed in order to identify well-defined sets that they imply. Sets are then coded to specified levels of generality. For participants mentioned specific concerns using the words "birds," "frogs," "allergy," "cancer." Sets such as animals and illness might be derived from these words, and allocated to, say, level N. Phrases such as "organic farming," and "intensive farming" may imply a higher level set production methods, at level N+1. We investigate how such an analysis then relates to other interpretations, such as an initial coding of respondents’ entire statements.
This study is based on analysis of data collected in the Project "consumer attitudes and decision making with regard to genetically engineered food products" funded by
the European Commission under the FAIR programme contract number P1,96 1667.Go to . . .
1998 SRA-Europe Table of Contents
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