Consider a series of focus groups that are given the same product to evaluate. The manufacturer intends to identify trends from each group's feedback. However, each group presents differing suggestions for product strategy. How would you determine what accounted for the differing outcomes? Were there inherent differences in the characteristics of the groups that influenced the varied outcomes? These questions can be statistically answered by analysis of variance (ANOVA).
This week's readings provide examples of how ANOVA validates research instruments. As you read the article "Cognitive Mapping and Repertory Grids for Qualitative Survey Research: Some Comparative Observations" by Brown, consider how alternative methods might also identify differences among groups revealed in an ANOVA statistic.