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• Analysing and presenting qualitative data is one of the most confusing aspects of qualitative research.• This paper provides a pragmatic approach using a form of thematic content analysis. Approaches to presenting qualitative data are also discussed.• The process of qualitative data analysis is labour intensive and time consuming. Those who are unsure about this approach should seek appropriate advice. I N B R I E F PRACTICEThis paper provides a pragmatic approach to analysing qualitative data, using actual data from a qualitative dental public health study for demonstration purposes. The paper also critically explores how computers can be used to facilitate this process, the debate about the verification (validation) of qualitative analyses and how to write up and present qualitative research studies.

The survivability of ‘traditional’ methods within computer-mediated settings is dependent upon their capacity to be utilized and adapted to the technology that mediates human interaction online. This article addresses the established focus group method and evaluates its success in online applications, using as examples two quite different research projects. The first, drawn from research into the employment experiences of inflammatory bowel disease sufferers exemplifies the use of asynchronous online focus groups, identifying key practical issues such as online moderation and the analysis of digital data. In contrast the second study, into deviance within online communities, provides an example of how synchronous forms of online focus groups, held within 3D graphical environments, create further challenges for the researcher, highlighting unique ethical considerations of conducting fieldwork in cyberspace. The article draws together the authors’ experiences of applying the method to offer insights into the viability and practicability of online focus groups.

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Objectives: To analyse the nature and content of advertising during children's popular television viewing times with the specific aims of (i) identifying the proportion of advertising time devoted to confectionery and potentially cariogenic products (those which readily give rise to dental caries, more commonly known as tooth decay); and (ii) determining whether there is a variation in the advertisement of confectionery and other high-sugar products within children's school holiday time v. outside holiday time. Method: In five separate one-week periods, the output of the four most popular British children's commercial television channels was video-recorded during the most popular viewing times for children. In total, 503 h of television were recorded and analysed. Results: Analysis of the recordings revealed that 16?4 % of advertising time was devoted to food products; 6?3 % of all advertising time was devoted to potentially cariogenic products. Sugared cereals were the most commonly advertised highsugar product, followed by sweetened dairy products and confectionery (x 2 5 6524?8, df 5 4, P , 0?001). The advertisement of confectionery and highsugar foods appeared to be influenced by school holidays. Conclusions: Health-care professionals should be aware of the shift away from the advertisement of confectionery towards the promotion of foods that might be considered healthier but contain large amounts of hidden sugar. Keywords Food Advertising Television ChildrenDental caries and obesity both constitute a significant public health problem in the UK (1-3) and worldwide (4) . There is mounting evidence that obesity and dental caries are linked (5) and both are related to poor food selection behaviour. Furthermore, all three of these factors are more prevalent within lower socio-economic groups (6)(7)(8) . In 2006, 40 % of British 5-year-olds had experience of dental caries and these children had an average of 1?6 affected (i.e. decayed, missing or filled) teeth. There is a considerable range of caries experience, with 21 % of 5-year-olds in Mid Essex Primary Care Trust in England having at least one tooth affected by caries compared with 76 % in Merthyr Tydfil Local Health Board in Wales (2) . Obesity, especially in children, is increasing dramatically across the UK. Jebb et al.(3) reported that 4?0 % of British children aged 4-18 years were obese, with a further 15?4 % identified as overweight. Increasing obesity levels in children are closely linked to type 2 diabetes mellitus and metabolic syndrome in adults (9) , which has major implications for life expectancy, quality of life and scarce health resources.There is an irrefutable association between sugar intake and tooth decay (10)

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