Knowledge Mapping as a Tool for Analyzing Focus Groups and Presenting Their Results in Market and Evaluation Research


  • Corinna Pelz Universität Oldenburg
  • Annette Schmitt Universität Oldenburg
  • Markus Meis Hörzentrum Oldenburg



mapping, focus group, qualitative market research, group discussion


This article describes a tool for carrying out and analyzing focus groups that we use in qualitative market and evaluation research. This rule-based method allows the economical implementation and analysis of focus groups and results in a graphic synopsis of the essential topics. Resulting in a clear representation, the tool meets the requirements of qualitative research projects that demand an immediate feedback and a continuous dialog with the research partners. First we present the methodical elements of the technique—focus groups and knowledge mapping—and than we describe the combination of both into a conjunct tool for data gathering and analyzing. By giving an example—the evaluation of "arrangements for the improvement of classroom acoustics"—we illustrate the procedure, our experiences, the particular use of the tool and first evidences of its applicability. Finally we discuss suitable applications but also restrictions of the tool. URN: urn:nbn:de:0114-fqs0402351


Download data is not yet available.

Author Biographies

Corinna Pelz, Universität Oldenburg

Corinna PELZ, Dipl.-Psych. 2002 (Oldenburg), PR-Referentin HörTech gGmbH / Doktorandin an der Universität Oldenburg, Arbeitsschwerpunkte: Strategische Planung, Öffentlichkeitsarbeit, qualitative Marktforschung (Fokusgruppen)

Annette Schmitt, Universität Oldenburg

Annette SCHMITT, Dipl.-Psych. 1990 (Heidelberg), Dr. phil. 1995 (Oldenburg), Wissenschaftliche Mitarbeiterin der Universität Oldenburg, Forschungsschwerpunkte: Qualitative Methoden (Textanalyse, Focusgruppen), Emotionspsychologie

Markus Meis, Hörzentrum Oldenburg

Markus MEIS, Dipl.-Psych. 1992 (Trier), Dr. rer. biol. hum. 1998 (München), Bereichsleiter Markt- und Wirkungsforschung der Hörzentrum Oldenburg GmbH, Forschungsschwerpunkte: Lärmwirkungsforschung, Umweltpsychologie und Marktforschung



How to Cite

Pelz, C., Schmitt, A., & Meis, M. (2004). Knowledge Mapping as a Tool for Analyzing Focus Groups and Presenting Their Results in Market and Evaluation Research. Forum Qualitative Sozialforschung Forum: Qualitative Social Research, 5(2).