FOCUS GROUPS ...in 15 minutes * 07/16/96 FOCUS GROUPS ...in 15 minutes Richard P. Enfield County Director & 4-H Youth Development Advisor UC Cooperative Extension San Luis Obispo County New ANR Academic Orientation Sacramento, April 25, 2006 *

WHY USE FOCUS GROUPS Unique In-depth qualitative data * 07/16/96 Focus Groups - General WHY USE FOCUS GROUPS Unique Triangulation In-depth qualitative data CHANGES OVER THE YEARS Research is dynamic Methods for analysis Non-researchers 1 *

Focus Groups - Characteristics * 07/16/96 Focus Groups - Characteristics Involve people Often conducted in a series Target audience A data collection procedure Make use of qualitative data Have a focused discussion 2 *

Focus Groups - Uses Before a program begins During a program * 07/16/96 Focus Groups - Uses Before a program begins During a program After a program ends 3 *

Focus Groups - In Relation to Qualitative Research Procedures * 07/16/96 Focus Groups - In Relation to Qualitative Research Procedures Can precede quantitative procedures Can be used at the same time as quantitative procedures Can follow quantitative procedures Can be used alone 4 *

* 07/16/96 Focus Groups - Results VALIDITY GENERALIZING 5 *

Focus Groups - Advantages * 07/16/96 Focus Groups - Advantages Socially oriented research procedure Able to increase sample size of qualitative studies Allow for flexibility & probing May offer quick results High “face” validity Relatively low cost 6 *

Focus Groups - Limitations * 07/16/96 Focus Groups - Limitations Less control than individual interviews Data may be more difficult to analyze Technique usually requires carefully trained interviewers Must be conducted in an environment conducive to conversation May be difficult to assemble Can vary considerably 7 *

Focus Groups - Questions * 07/16/96 Focus Groups - Questions Opening Introduction Transition Key Ending 8 *

Focus Groups - Data Gathering * 07/16/96 Focus Groups - Data Gathering Sequencing questions to allow maximum insight Capturing and handling data Coding data Participant verification Debriefing Sharing reports 9 *

Focus Groups - Analyzing Results * 07/16/96 Focus Groups - Analyzing Results Must be verifiable Must be focused Must have the appropriate level of interpretation Must be practical Improved by feedback 10 *

* 07/16/96 Resources Focus Groups: A Practical Guide for Applied Research. By Richard A. Krueger, Sage Publications. Focus Group Fundamentals. Methodology Brief, PM 1969 b, Iowa State University Extension, May 2004. Available @ extension.iastate.edu/Publications/PM1969B.pdf Richard Enfield, rpenfield@ucdavis.edu *