1 / 20

Analyzing Focus Groups: Strategies and Techniques for Effective Research

Discover the ins and outs of conducting successful focus groups, from historical context to practical tips on designing questionnaires and facilitating discussions. Learn about the importance of qualitative research and critical considerations for maximizing the value of focus group data in your projects.

nichelle-brown
Download Presentation

Analyzing Focus Groups: Strategies and Techniques for Effective Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. FOCUS GROUPS 2 According to Edmunds (1999), focus group interviews “... are either guided or unguided discussions addressing a particular topic of interest or relevance to the group and the researcher.”

  2. WATCH YOUR CARBS: THE “TATOR” CREW • The agitator

  3. WATCH YOUR CARBS: THE “TATOR” CREW • The dictator

  4. WATCH YOUR CARBS: THE “TATOR” CREW • The commentator

  5. WATCH YOUR CARBS: THE “TATOR” CREW • The spectator

  6. WATCH YOUR CARBS: THE “TATOR” CREW • The hesitator

  7. WATCH YOUR CARBS: THE “TATOR” CREW • The facilitator

  8. WATCH YOUR CARBS: THE “TATOR” CREW • The imitator

  9. REVIEW • History • World War II • Focus groups became a staple of marketing in the 1950s • Rediscovered by social scientists in the 1980s • The focus group revival during the Clinton era

  10. REVIEW • Qualitative method/critique • Qualitative research examines how people attribute “meaning” and “interpret” their world. • Should not generalize to a larger population • Beware of the “Artificial” element

  11. DESIGNING A FOCUS GROUP • Clearly define your objective • experiences • knowledge • opinions • How does a focus group relate to the larger project? • 9 – 12 members • Location/time • Incentives? • How will you record and analyze the data?

  12. QUESTIONNAIRE • Questions should be carefully sequenced • Questions- - from general to specific, from less sensitive to more sensitive • Structured to be how or what questions. Avoid “Why do you...?” - - unless your goal is to note “rationalizations”

  13. QUESTIONNAIRE • Multiple groups/multiple facilitators-advisable to use a structured or semi-structured format • Progressive reiteration of “question relevancy” enhances validity

  14. QUESTIONNAIRE • Opening question- • introduces and frames the topic • sets the tone of the discussion • provides participants time for self-reflection • provides all participants an opportunity to contribute • identify characteristics that participants have in common- - • nurtures conversation • assists in the discussion of sensitive topics

  15. QUESTIONNAIRE • Final question • individual perspectives may change during the discussion (changes should be noted and can be addressed in a final question) • participants should be given an opportunity to clarify and summarize their thoughts

  16. FACILITATING A FOCUS GROUP • Facilitators should explain the purpose and operation of the group • Introductory activity optional (e.g., their favorite hobby, occupation, etc.) • Primary goal is to nurture an atmosphere which encourages subjects to speak freely

  17. FACILITATING A FOCUS GROUP • Short question-and-answer discussion- • ask a question with an open forum • ask each member the same question and then allow for group discussion. • Sensitive issues, such as drug use, deviant behaviors, mental health issues, etc. • approach the issue in broad terms to provide opportunity for more specific issues and responses.

  18. FACILITATING A FOCUS GROUP • Verbal and non-verbal communication • Dramaturgical principle • Dramaturgical awareness • Four possibilities • an individual does not care how he/she is seen by others • an individual exudes an impression unintentionally • an individual wishes to communicate with others how he/she experiences the world • an individual consciously attempts to make a “specific impression” on others

  19. REFERENCES Brissett, Dennis and Charles Edgley 1990 Life as Theater: A Dramaturgical Source Book. Second edition. New York: Aldine de Gruyter. Berg, Bruce L. 2004 Qualitative Research Methods: For the Social Sciences. Fifth edition. Boston: Allyn and Bacon. Edmunds, H. 1999 The Focus Research Handbook. Thousand Oaks, CA: Sage.

  20. NESSE- THE NINE • Question 9a- Preparing for class(studying, reading, writing, doing homework or lab work, analyzing data, rehearsing, and other activities related to your academic program). • Mean differences for Fr- • 2006 UCO-2006 Urban (-.29) • 2006 UCO-2006 Carnegie (-.36) • 2006 UCO-2006 NSSE (-.58) • The nine series value labels (hours per week): • 1= 0, 2= 1-5, 3= 6-10, 4= 11-15, 5= 16-20 • 6= 21-25, 7= 26-30, 8= 30+

More Related