Research seminar lecture_9_focus_groups
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This document provides an overview of focus groups, including how they are defined, planned, conducted, and analyzed. A focus group is a small group discussion guided by a moderator to learn opinions on a topic. It involves 7-12 participants with common characteristics discussing a topic. The discussion is conducted by a trained moderator, lasts 60-150 minutes, and aims to obtain in-depth perceptions from participants. Proper planning includes recruiting representative participants, using open-ended questions, and having both a moderator and assistant. The discussion and analysis should be systematic and focus on key themes, issues, and insights directly from participants' words. Focus groups provide rich qualitative data but have limitations such as lack of generalizability.
Research seminar lecture_9_focus_groups
- 1. 1 Research Seminar for Educational Sciences Prof. Dr. Chang Zhu Department of Educational Sciences Vrije Universiteit Brussel 1 Focus Groups
- 2. 2 Focus Groups • https://www.youtube.com/watch?v=TKCkV- HuHWU 3 Focus Groups A focus group is a small group discussion guided by a trained leader/moderator, used to learn more about opinions on a designated topic, and then guide future action.
- 3. 3 A Focus Group Is . . . What • A carefully planned discussion • To obtain perceptions of • a defined interest area 5 A Focus Group Is . . . Where • In a permissive, non-threatening environment 6
- 4. 4 A Focus Group Is . . . Who • A group of people (7-10, 8-12, 5-10) • With common characteristics relating to a discussion topic 7 A Focus Group Is . . . How • Conducted by a trained interviewer (moderator, facilitator). 8
- 5. 5 A Focus Group Is . . . • How many • “Theoretical saturation” – Same ideas repeating – Improves validity • Practical concerns – Cost – Time – Available participants Recommendation: Plan for min. 3 focus groups A Focus Group Is . . . How long • 60-150 minutes 1 0
- 6. 6 Selecting Participants • Each group of participants are similar • General selection rules: – Set specification – Maintain control of the selection process – Use the resources of the sponsoring organization in recruiting – Beware of bias – Develop a pool of eligible participants and then randomly select 1 1 When focus groups? • When considering introducing a new program or service • When the main concern is depth of opinion • When you want to ask questions that can’t easily be asked or answered in a written survey
- 7. 7 How are focus groups different from regular “groups”? • They are focused on a specific topic • They have a trained facilitator • Members of the group are encouraged to talk openly about their opinions and respond to other members Moderator Skills • Is mentally prepared • Selects appropriate location • Records the discussion • Uses purposeful small talk • Has a smooth & snappy introduction • Uses pauses and probes • Uses subtle group control • Controls reactions to participants • Uses an assistant moderator • Uses appropriate conclusion 14
- 8. 8 Assistant Moderator • Equipment • Refreshments • Room arrangement • Greeting • Taking notes • Tape recording • Oral summary • Incentives • Debriefing w/moderator • Feedback on analysis 1 5 Beginning the Focus Group Discussion • The first few moments in focus group discussion are critical. – Create a thoughtful, permissive atmosphere – Provide the ground rules – Set the tone • Recommended introduction pattern: – Welcome – Overview and topic – Ground rules – First question16
- 9. 9 Asking Questions • Ask questions that yield powerful • Information • Use open-ended questions • Avoid dichotomous questions • Use "think back" questions • Carefully prepare focus questions 17 Ending Questions • Summary question "Is this an adequate summary?“ • Reflection question Ask participants to reflect on the entire discussion and then offer their positions or opinions • Final question "Have we missed anything?
- 10. 10 Types and Sequence of Questions Opening – brief, factual, everyone answers, establishes common ground Introductory – introduces topic, open-ended, helps participants connect to topic Transition – bridge fm intro to key questions Key (2-5) – focus of the study & analysis Ending – summarizes or highlights most important points or looks for gaps 19 Characteristics of FG Questions Questions SHOULD be… • Open-ended • Focused in scope • Conversational • Clear (not ambiguous) • Uni-dimensional (i.e. 1 question=1 idea) • Presented in context Questns should NOT be… • Closed-ended – dichotomous: yes/no – how much/to what extent • Why did you…? (instead ask for influence or attribute) • Multi-dimensional (e.g. – two adjectives – multiple phrases • Long or contain jargon 2 0
- 11. 11 Managing the Discussion • Explicitly encourage differing points of view • Moderating techniques – Pause: wait 5 seconds after a comment – Probe: most useful early in session • Would you explain further? • Would you give me an example of what you mean? • Would you say more? • Is there anything else? • Please describe what you mean. Analyzing Focus Group Results Good analysis takes time, discipline and skill! • Principles • Alternative strategies • Procedures
- 12. 12 Begin Analysis Immediately • Schedule FGs carefully (max: 2/day) • During session – take good notes – use summary end question • Right after session – tape record debriefing • Within 1-2 days – use tape to complete notes – label & file everything2 3 Systematic Analysis Process • Start while still in the group • Immediately after the focus group • Soon after the focus group--within hours analyze individual focus group • Later--within days analyze the series of focus groups • Finally, prepare the report 24
- 13. 13 Data Analysis • Driven by underlying research question • Qualitative – Interpretive, constrained by context – Topics – linked to group guidelines • Steps – Mechanical – organizing, subdividing – Interpretive – developing subdivisions (code mapping), search for patterns within subdivisions, drawing meaningful conclusions – Software: e.g., Atlas.ti; The Ethnograph; ….. • Reliability – Repeated review of data – Independent analysis by > two experienced analysts Focus Group Analysis Tips When analyzing focus group data, consider… • Words • Context • Internal consistency • Frequency or extensiveness of comments • Intensity of the comments • Specificity of responses • Find the big ideas 26
- 14. 14 Principles: FG Analysis Should Be... • Systematic: follow procedures • Verifiable: another person could repeat it • Focused: concentrate on key questions • Practical: appropriate to info. needed • Open: seek alternative explanations • Vetted: incorporate feedback from others • Prompt: analysis is hurt by delay Considerations in the Analysis • Actual words used • Context of the responses • Internal consistency • Strength of the comments – Frequency – Extensiveness – Specificity Don’t forget: Find the big ideas!!!
- 15. 15 Results • Qualitative: – Themes, Issues, Concerns – Substantiating Quotes • Quantitative: – No. of participants who agreed or disagreed – Frequency of themes within the group discussion – Sample characteristics Strengths • Provides concentrated amounts of rich data, in participants’ own words, on precisely the topic of interest • Interaction of participants adds richness to the data that may be missed in individual interviews • Provides critical information in development of hypotheses or interpretation of quantitative data
- 16. 16 Limitations • Small number of participants • Limited generalizability • Group dynamics can be a challenge – Particularly if moderator is inexperienced • Interpretation – Time-consuming – Requires experienced analysts Conclusions • Focus group methodology – provides rich depth of understanding of the phenomenon of interest – can be used in isolation, or to complement or supplement quantitative methods – is as useful and as strong as its link to the underlying research question and the rigor with which it is applied.
- 17. 17 More reading…. Focus Groups: A Practical Guide for Applied Research by Richard A. Krueger Sage Publications, Inc. 2008 (4th edition) 3 3 Software for qualitative data analysis • Atlas.ti • Nvivo • MAXQDA • Nvivo • The Ethnograph • HyperQual • HyperResearch • HyperSoft • Qualrus • QUALOG • Textbase Alpha 3 4
- 18. 18 Task • Conduct a focus group interview Assignment • Work on your draft research proposal 3 6