1. www.gu.se Qualitative Research Methods Focus Groups Alexandra Bousiou (School of Public Administration) alexandra.bousiou@spa.gu.se

2. www.gu.se Definition of Focus Groups Focus groups are small groups of a selected population that are asked open-ended questions in a discussion type atmosphere to generate data. They should:  Involve a carefully planned discussion  Attempt to obtain perceptions of a defined interest area  Be carried out in a permissive, non-threatening environment

3. www.gu.se Characteristics Recruited participants (6-12) Facilitator and assistant facilitator 60-90 minutes Predetermined questions Respondents are encouraged to interact with each other

4. www.gu.se When to Use Insights are needed in exploratory or preliminary studies You need to explore multiple topics. The dynamics of a group would best elicit respondent opinion. You want to personally view people reactions to the subject (product, service, etc.).

5. www.gu.se When to Use You want to develop a survey for subsequent quantitative research. A communication or understanding gap between groups or categories of people exists The intended audience places high value on capturing the open-ended comments of your target audience

6. www.gu.se When to NOT Use The environment is emotionally charged and more information of any type is likely to intensify the conflict Statistical projections are needed Other methodologies can produce either better quality information or more economical information of the same quality You cannot ensure the confidentiality of sensitive information

7. www.gu.se Preparing for Focus Groups 1. Decide whether focus groups are appropriate 2. Decide who to involve - members should have some similarity - select members who are likely to be participative and reflective

8. www.gu.se Preparing for Focus Groups 3. Conceptualize the study 4. Develop questions - what problem or need will be addressed by the information gathered - create five to six questions or thematics - Follow up questions to responses may be needed

9. www.gu.se Preparing for Focus Groups 5. Arrange logistics - time, place, catering, travel, ect. - determine and prepare means of recording 6. Create Agenda - (i.e.,) welcome, review of agenda, review of goal of the meeting, review of ground rules, introductions, questions and answers, wrap up.

10. www.gu.se Developing Questions Use open-ended questions Why? is rarely asked - Instead ask about attributes and/or influences.

11. www.gu.se Developing Questions 4. Use different types of questions - Opening - Introductory - Transition - Key - Ending 5. Use questions that get participants involved - reflection, examples, choices, rating scales, drawings, etc. 6. Focus the questions - sequence that goes from general to specific

12. www.gu.se Developing Questions Ending Questions: 1. All things considered question - participants reflect on the entire discussion and then offer their positions or opinions on topics of central importance "Suppose that you had one minute to talk to the governor on merit pay, the topic of today's discussion. What would you say?" OR "Of all the things we discussed, what to you is the most important?"

13. www.gu.se Developing Questions Ending Questions: 2. Summary question - After brief oral summary ask: "Is this an adequate summary?” 3. Final question - review the purpose of the study and then ask: "Have we missed anything?"

14. www.gu.se Conducting the Focus Groups Major goal of facilitation is collecting useful information to meet goal of meeting. 1. Introduce yourself and the co-facilitator - participants do not necessarily introduce themselves 2. Explain the means to record the session 3. Carry out the agenda

15. www.gu.se Conducting the Focus Groups 4. Carefully word each question before that question is addressed by the group - You can allow the group a few minutes for each member to carefully record their answers. 5. Facilitate discussion around the answers to each question - one at a time

16. www.gu.se Conducting the Focus Groups 6. After each question is answered, carefully reflect back a summary of what you heard - the note taker may do this 7. Ensure even participation. - If one or two people are dominating the meeting, then call on others. - round- table approach/going in one direction around the table - give each person a minute to answer

17. www.gu.se Conducting the Focus Groups 8. Close the session - Tell members that they will receive a copy of the report generated from their answers, thank them for coming, and adjourn the meeting. 9. Make any notes/clarifications on your notes

18. www.gu.se Conducting the Focus Groups 10. Write down any observations made during the session (i.e.,) the nature of participation in the group/surprises during the session/etc NOTE: Make sure your recording devices is working properly!

19. www.gu.se Facilitator 1. Select the right facilitator - Exercise mild unobtrusive control - Adequate knowledge of topic - Appears like the participants 2. Use an assistant facilitator - Handles logistics - Takes careful notes - Monitors recording equipment

20. www.gu.se Facilitator 3. Be mentally prepared - Alert and free from distractions - Has the discipline of listening - Familiar with questioning route 4. Use purposeful small talk - Create warm and friendly environment - Observe the participants for seating arrangements

21. www.gu.se Facilitator 5. Use pauses and probes 6. Control reactions to participants - Verbal and nonverbal - Head nodding - Avoid "that's good", "excellent“ 7. Use subtle group control 8. Avoid making assumptions 9. Use appropriate conclusion - Summarize with confirmation - Review purpose and ask if anything has been missed - Thanks and dismissal

22. www.gu.se Analysis 1. Start while still in the group - Listen for inconsistent comments and probe for understanding - Listen for vague or cryptic comments and probe for understanding - Offer a summary of key questions and seek confirmation

23. www.gu.se Analysis 2. Immediately after the focus group - Draw a diagram of seating arrangement - Conduct moderator and assistant moderator debriefing - Note themes, hunches, interpretations, and ideas - Compare and contrast this focus group to other groups - Label and file field notes, tapes and other materials

24. www.gu.se Analysis 3. Soon after the focus group--within hours analyze each focus group - Make back-up copy of recordings and transcribe - Listen to recording, review field notes and reads transcript - Prepare report of the individual focus group in a question-by-question format with amplifying quotes - Share report for verification with other researcher

25. www.gu.se Analysis 4. Within days analyze the series of focus groups - Compare and contrast results by categories of individual focus groups - Look for emerging themes by question and then overall - Construct typologies or diagram the analysis - Describe findings and use quotes to illustrate

26. www.gu.se Analysis 5. Prepare the report - Consider narrative style - Use a few quotes to illustrate - Sequence could be question by question or by theme - Share report for verification with other researchers - Revise and finalize report

27. www.gu.se Analysis Tips Things to examine for: - Words - Context - Internal consistency - Frequency or extensiveness - Intensity - Specificity - Big ideas

28. www.gu.se Advantages Real-life data Flexibility Cost effective Follow-up to confusing responses Stimulates interaction Concentrated amount of data

29. www.gu.se Disadvantages: Difficult to analyze Skilled facilitator Facilitator or group member influence Group composition/make-up Easy to over-generalize