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Testing the Anti-Drug Message in 12 American Cities National Youth Anti-Drug Media Campaign Phase 1 (Report No. 1)
2.5 Analysis of Qualitative Data The data presented for the baseline results are based on an analysis of data from 24 site visit reports as well as 2 focus group transcripts from each of 12 sites. The detailed transcript analysis yielded identical trends that were noted from the site visit reports, which included summaries of the eight focus groups (two focus groups each of parents, high school students, middle school students, and elementary school students) conducted at each site. Hence, the transcriptions provide validation for the analysis that relied on site visit summary reports. These focus group summaries were prepared from the researchers' field notes, although tape recordings were used to fill in any gaps. The intermediate results are based on an analysis of the site visit reports for the 12 target and 12 comparison sites prepared after the second wave of site visits. Transcript analysis of the intermediate focus groups was not completed for the present analysis but will be included in the final report. All site visit reports, presented in Chapter 4, include a summary of the findings learned from key informants and focus group participants. The volume of textual information gathered from extensive key informant interviews and focus groups was significant. For the present report, 48 site visit reports and a sample of verbatim baseline focus group transcripts were systematically analyzed using the NUD*IST (Non-numerical Unstructured Data Indexing, Searching, and Theorizing) software. Using NUD*IST, a team of analysts created a logical, hierarchical code/node structure that addressed the major content and thematic areas to be analyzed. In this structure, each separate content or thematic area has its own unique place in the hierarchy. The code structure helped analysts create unique topical/thematic niches where text units from the analyzed documents could be coded (a single text unit is frequently assigned more than one code) and aggregated along with all other similarly coded text units. These similar patterns were then summarized in the narrative text of the current report. Appendix A includes specific details about the definition of codes, inter-coder reliability, and the node structure for analysis of qualitative text data.
Last Updated: August 23, 2002
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