Focus groups presentation
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Focus groups are a qualitative research method involving a guided group discussion to explore views on a topic. They typically involve 5-10 participants and a moderator. Focus groups were developed in the 1930s and are now commonly used in marketing, business, and social sciences. They can help gather ideas, identify differences in perspectives, and pilot test policies. Effective moderators facilitate discussion, observe participants, and guide the conversation. Focus groups provide flexible, low-cost insights but results may be influenced by group dynamics. They show potential to study leadership, communication, and stakeholder engagement in organizations if more systematically analyzed.
Focus groups presentation
- 1. Focus Groups Pamela Glynn, Máire Shanahan, Deirdre Duggan
- 2. Definition “Focus group interviews typically have five characteristics or features: 1) people, who 2) possess certain characteristics 3) provide qualitative data 4)in a focused discussion 5)to help understand the topic of interest.” (Krueger & Casey, 2009, p.6) What is a Focus Group?? Types include: •Single •Two way •Online •Teleconference •Dueling
- 3. Focus Groups: A Timeline 1930’s 1940’s • Developed by Lazarsfeld & Merton • Term coined by Ernest Dichter • Used in WWII to: • Increase military morale • Examine the effectiveness of propaganda • Initially used in Marketing and Business research • Underutilised in Social Sciences 1970’s 1980’s • Expanded to social sciences • healthcare • education • communication • psychology Present day • Used in marketing/business & social sciences • Used in community, social & political arenas (Merton & Kendall, 1946, Dichter, 1947; Connaway et al, 1997; Krueger & Casey, 2009)
- 4. When to use focus groups?? Depending on type of study: • Gather/explore ideas and feelings people have on a topic • Identify differences in perspectives • Identify common language/behaviour • Pilot test / generate ideas & policies *Information gathering for large scale quantitative study (Kegler et al, 2008, Wilkinson, 2008; Krueger & Casey, 2009)
- 5. Plan the process... • Identify goals/objectives • Identify questions/hypotheses • Identify people (participants & moderator) – Does size matter?? • Select time, place/environment • Conduct research • Evaluate findings/data • Report (Morgan, 1988; Bertrand et al, 1992)
- 6. Moderator: What they do? • Facilitate • Observe • Encourage • Challenge • Direct/guide/explore • Listen • Time-keeping • Objective (Morgan, 1988; Krueger & Casey, 2009) Food for thought: Personal Capacities of a Leader “empathy and positive regard are critical qualities of the moderator” (Krueger & Casey, 2009, p.86)
- 7. Participants: What to consider • Population? • How many groups? • How many in a group? • Composition of group • Selection process: – Depends on study design/resources – Neutrality? – Incentivise or not? • Legal & Ethical considerations “Six focus group sessions can satisfy the needs of exploratory research” (McQuarrie, 1989, cited in Domegan & Flemming, 2007, p.164)
- 8. Questions • Opening • Introducing • Transition • Key Questions • Ending Questions Avoid Leading Questions Yes/No Questions Asking for examples
- 9. Focus Groups in Practice (http://groupquality.com/static/images/content/gq-process-steps.png) https://www.youtube.com/watch?v=OORnMYoWX9c https://www.youtube.com/watch?v=p8A4yqN4_9A
- 10. Cons • Can be economical • Fast • Starting point/stand alone method • Flexible • Synergism • Interactions • Cost • Less control • Subjective • Not easily replicated • Influenced/Polarizing • Not representative of general population • Need skilled moderator (Morgan, 1988; Young, 1993; Connaway, 1996; Schuh & Upcraft, 2001; Connaway & Powell, 2010; Mellinger & Chau, 2010) Pros
- 11. Focus groups in existing L&M research • Does exist but not widely represented • Tends to be used as part of mixed methods research • Used to identify themes, indicators & insights • Not used in wholly quantitative research – May be used to develop hypotheses for quantitative studies • Some literature identified benefits to participants (O’ Brien, 2002; Sullivan, 2007; Kegler et al, 2008; Palmer et al, 2010; Ladegard & Gjerde, 2014)
- 12. Palmer et. al., (2011) Strategic leadership of Teaching and Learning Centres: reality to ideal • Focus groups at 10 uni’s • Diverse participant range • Extended findings from prior research and wider literature • Contributed to construction of the strategic leadership Teaching and Learning Centre maturity framework Findings •Centres remain in a state of flux •Low interaction with students •↑ engagement would be beneficial •Perceptions of Centres vary widely •Importance of strategic partnership reinforced as prerequisite to implementing strategies for improvement
- 13. Focus groups in Community, Non- Profit & Public Sector • Widely used • Inform policy • Assess practice • Consultation with stakeholders • Identify gaps in service/unmet needs • Support funding applications • Evaluate and monitor service provision (NDA, 2006; Dept. Enterprise, Trade & Employment, 2009; Begley et al, 2010; Weafer, 2010)
- 14. Focus Groups: Organisational point of view • Useful & versatile tool for: – studying success or failure of a programme – studying organisational change • Enable detailed study of social interaction • Promotes collaborative work • Aids systemic leadership • Enhances adaptive capacity (Morgan & Krueger, 1998; Barbour & Kitzinger, 1999; Beerel, 2009)
- 15. What could focus group research tell us about L&M? Effective Leadership & Management Identify appropriate outcomes for evaluation Empowerment of Stakeholders Communication & Collaboration
- 16. Conclusion “Focus group interviews typically have five characteristics or features: people, who possess certain characteristics, and provide qualitative data in a focused discussion to help understand the topic of interest.” (Krueger & Casey, 2009, p.6) •Limited practical information on systematic analysis of results (Bertrand et al, 1992) •Wider use of focus group research may benefit Leadership & Management sector “Leadership is about getting people to do their own work in an environment where they are suitably focused, encouraged and supported.” (Beerel, 2009, p. 93)
Editor's Notes
- #3: “group interview” “emphasis being on questions and responses” “rely on interaction” (Morgan, 1997) Deirdre: add word art...opinions, attitudes, beliefs, personal experience, interaction, feelings, emotions, questions, responses.. ?? Pictures Make page white, bluue text box
- #4: Dichter coined term in 1947 Look up Lazarsfeld...
- #10: link to phone focus group clip over moderator (1 min max) Link to stone age focus group video over participants
- #12: Tie mixed methods into wider group presentations
- #13: Importance of a strategic partnership reinforced as a prerequisite for implementing identified high-impact strategies for improvement in teaching and learning. (between the University’s Senior Executive, the Centre and faculties)
- #16: Positive benefits for participants of focus groups (Kegler et al., 2008; Palmer et. al., 2010) Effective leaders Empower stakeholders Measuring non-tangible outcomes is achievable and important Effective leaders identify appropriate Outcomes for evaluation Communication is key (Palmer et al., 2010) Effective leaders Foster environments that promote collaboration and communication. Effective communication strategy in place.