Focus GroupsQualitative Research Methods

Focus Groups

Defining

Facilitated group discussion used for collecting data from participants about a particular topic in a limited amount of time

Focus Groups

Characteristics

- Recruited participants (6-12)

- 60-90 minutes

- Predetermined questions

- Respondents are encouraged to interact with participants

Focus Groups When to Use1. 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.)

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

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

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

Focus Groups When NOT to Use3. 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

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

Focus Groups Preparing for Focus Groups3. 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

Focus Groups Preparing for Focus Groups5. 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.

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

Focus Groups Developing Questions

4. Use different types of questions

- Opening

- Introductory

- Transition

- Key

- Ending

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

Focus Groups Developing QuestionsEnding 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?"

Focus Groups Developing QuestionsEnding 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?"

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 session3. Carry out the agenda

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

Focus Groups Conducting the Focus Groups6. 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

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

Focus Groups Conducting the Focus Groups10. 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!

Focus Groups Moderating the Focus Groups1. 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

Focus Groups Moderating the Focus Groups3. 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

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“

Focus Groups Moderating the Focus Groups7. 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

Focus Groups AnalysisAnalyze 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

Focus Groups Analysis1. 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

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

Focus Groups Analysis3. 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

Focus Groups

Analysis4. 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

Focus Groups Analysis5. Prepare 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

Focus Groups Analysis Tips Things to examine for:

- Words- Context- Internal consistency- Frequency or extensiveness- Intensity- Specificity- Big ideas

Focus Groups

Advantages1. Real-life data2. Flexibility3. Speedy results4. Cost effective5. Follow-up to confusing responses6. Stimulates interaction7. Concentrated amount of data

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