Focus Groups

Qualitative 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 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.)
 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 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
 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 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
 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.
 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 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?"
 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?"
 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
 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 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
 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 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!
 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
 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
 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 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
 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
 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
 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
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
 Focus Groups
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
 Focus Groups
Analysis
5. 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
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
 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