Chapter 2 28 participants to rate the extent to which they felt the insight reflected themselves. By distributing this online questionnaire, we reached a more extensive and diverse sample. In addition, we gathered quantitative data that we used to validate our preliminary results and develop data-driven attitude profiles. Questionnaires, frequently being long and textual, are at risk of being disengaged by their participants as they depend on reading comprehension. This risk holds especially true for participants with lower education attainment. The use of graphics in previous studies has successfully engaged low-literate participants with questionnaires (Maceviciute et al., 2019). Therefore, we synthesized our insights toward visual two-frame storyboards. We executed several pilot sessions to reduce the chance that participant understandings would not match the story’s original implication and adjusted any inaccuracies accordingly. A 6-point Likert scale accompanied the stories in the questionnaire. The stories were grouped under their representative category. Each group concluded with an open-ended question regarding the corresponding category. See Figure 2.2 for an example of the consciousness page in the questionnaire. In addition, we asked participants to report their age, gender, educational attainment, and neighborhood. The online questionnaire was designed and distributed using Qualtrics. Finally, we performed focus groups to validate and contextualize the profiles that resulted from the questionnaire. Each focus group meeting consisted of three to four participants, lasted for approximately one hour, and was audio-recorded. The focus groups took place in a large and ventilated room at the community center that allowed maintaining 1,5-meter distance between the participants according to the COVID-19 regulations. 2.2.3 Data analysis In phases one and two, we transcribed the audio recordings verbatim and analyzed them together with the field reports and qualitative questionnaire data using the software package ATLAS.ti. Throughout the qualitative analysis, we followed the grounded-theory approach outlined by Corbin and Strauss (1990), as it is specifically useful in discovering social processes focused on social change and improvement (de Boer, 2011). We continuously broke down the data and collected it under similar content in the form of concepts using open coding techniques. For example, we created the concept perceived barriers to refer to quotes where participants mentioned barriers that decreased their motivation to perform healthy behavior. Subsequently, we grouped related concepts toward overarching categories based on attitude theory constructs such as Beliefs, Feelings, Motivation, and Opportunity (Eagly & Chaiken, 2007; Fazio & Towles-Schwen, 1999). Two independent researchers (JF and IA) developed the concepts together to improve the reliability of the results.
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