Substantial literature exists to support the growing importance of focus group research, having been around for decades. Its ubiquity under the scholarship radar is not in doubt while the analyses of findings commonly seen are scholarly and significantly sophisticated. However, these analyses have been found to be limited in scope for fresh adopters of the focus group method, non-literate beneficiaries of research findings and business people who are critically averse to lengthy textual statements about outcomes. This article introduces the use of symbols as a means of analyzing responses from small focus group discussions. It attempts to demonstrate that using symbols can substantially assist in the prima facie determination of perceptions from a focus group membership, its patterns of agreement and disagreement, as well as the sequence of its discussions.


Small Groups, Focus Group Discussions, Analysis, Prima Facie, Symbols, Shapes

Author Bio(s)

Dr. Oladokun Omojola is an Associate Professor and Head of Mass Communication at Covenant University, Ota, Ogun State, Nigeria. Correspondence regarding this article can be addressed directly to: ola.omojola@covenantuniversity.edu.ng.



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Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.





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