The topic of research is "The role of social class in developing branding or marketing strategies". I am planning to interview 3 groups, 3 to 4 participants in each group and sample size of 5 to 8 relevant questions. I need some tips and advices for recording and analysis.
Most smart phones having recording apps that would be adequate for groups that size. Otherwise, you can get a basic stereo digital recorder for under $50, which is all you need for voice recording (more expensive recorders are designed for recording music).
Your analysis can follow any of the major methods, such as thematic analysis, grounded theory, or content analysis.
If the stakes of your research are high or if the recruitment of participants is complex, I suggest the use of two recorders. By locating them in different locations, you also increase your chances of better understanding discussions that are difficult to understand (noisy background, voices overlapping,...)
Using devices that record in electronic files easy to use in a computer (for coding) is also a good idea ... The old dictaphones or ribbon devices are outdated.
Audio-only recordings also appear to be easier to obtain in certain groups where participants are reluctant to be recorded (avoiding video recording). I have seen this in my practice, during groups with police officers.
Take field notes as a method of recording nuanced aspects of focus group interactions. If exploring behavioural interactions among this sample group as part of your study, the theoretical domains framework can be utilised as a type of apriori framework upon which qualitative data, i.e excerpts from the interviews can be mapped and then coded and expressed as final themes. NVIVO software is excellent for thematic analysis also and the domains framework can be mapped on to your NVIVO study file to augment the qualitative analysis process. Run a pilot focus group also to refine your interview guide and approach to your subsequent focus groups. In this manner you can recognise and respond more readily to challenges within the focus group and research study in heberal interactions and employ contingency plans where requires.
If you are going to rely on field notes, I highly recommend having a research assistant to do that. Unless you are an experienced moderator, it is better for you to devote your attention to what is happening in the group than to capturing data.
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