1. Focus Groups Qualitative Research Methods

2. Focus Groups  Defining Facilitated group discussion used for collecting data from participants about a particular topic in a limited amount of time

3. Focus Groups  Characteristics - Recruited participants (6-12) - 60-90 minutes - Predetermined questions - Respondents are encouraged to interact with participants

4. Focus Groups  When to Use 1. Insights are needed in exploratory or preliminary studies 2.A communication or understanding gap between groups or categories of people exists (Krueger & Casey, Focus Groups: A Practical Guide for Applied Research, 3rd Ed.)

5. Focus Groups  When to Use 3. When the purpose or your research is to uncover factors relating to complex behavior or motivation 4. You desire ideas to emerge from the group

6. Focus Groups  When to Use 5. Additional information is needed to prepare for a large-scale study 6. The clients or intended audience places high value on capturing the open-ended comments of your target audience

7. Focus Groups  When to NOT Use 1.The environment is emotionally charged and more information of any type is likely to intensify the conflict 2. The researcher has lost control over critical aspects of the study

8. Focus Groups  When NOT to Use 3. Statistical projections are needed 4. Other methodologies can produce either better quality information or more economical information of the same quality 5.You cannot ensure the confidentiality of sensitive information

9. Focus Groups  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 - select members who don't know each other

10. Focus Groups  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 - Follow up questions to responses may be needed

11. Focus Groups  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.

12. Focus Groups  Developing Questions 1. Use open-ended questions 2. Why? is rarely asked - Instead ask about attributes and/or influences. 3. Use "think back" questions

13. Focus Groups  Developing Questions 4. Use different types of questions - Opening - Introductory - Transition - Key - Ending

14. Focus Groups  Developing Questions 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

15. Focus Groups  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?"

16. Focus Groups  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?"

17. Focus Groups  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

18. Focus Groups  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

19. Focus Groups  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

20. Focus Groups  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

21. Focus Groups  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!

22. Focus Groups  Moderating the Focus Groups 1. Select the right moderator - Exercise mild unobtrusive control - Adequate knowledge of topic - Appears like the participants 2. Use an assistant moderator - Handles logistics - Takes careful notes - Monitors recording equipment

23. Focus Groups  Moderating the Focus Groups 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

24. Focus Groups  Moderating the Focus Groups 5. Use pauses and probes 6. Control reactions to participants - Verbal and nonverbal - Head nodding - Avoid "that's good", "excellent“

25. Focus Groups  Moderating the Focus Groups 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

26. Focus Groups  Analysis Analyze results and prepare written report. Time Needed: 8-120 hours - Add 35% more time if you've never done it before - Add 20% more time if a committee has to approve draft - Add 20% more time if recommendations are needed

27. Focus Groups  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 - Consider asking each participant a final reference question - Offer a summary of key questions and seek confirmation

28. Focus Groups  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

29. Focus Groups  Analysis 3. Soon after the focus group--within hours analyze individual focus group - Make back-up copy of tapes and send tape to transcriptionist - Listen to tape, reviews 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 researchers

30. Focus Groups  Analysis 4. W ithin 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

31. Focus Groups  Analysis 5. P repare the report - Consider narrative style versus bulleted 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

32. Focus Groups  Analysis Tips Things to examine for: - Words - Context - Internal consistency - Frequency or extensiveness - Intensity - Specificity - Big ideas

33. Focus Groups  Advantages 1. Real-life data 2. Flexibility 3. Speedy results 4. Cost effective 5. Follow-up to confusing responses 6. Stimulates interaction 7. Concentrated amount of data

34. Focus Groups  Disadvantages: 1. Difficult to analyze 2. Skilled moderators 3. Moderator or group member influence 4. Group composition/make-up 5. Easy to over-generalize