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Planning, Conducting Analyzing Focus Groups

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Planning, Conducting Analyzing Focus Groups

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    1. Planning, Conducting & Analyzing Focus Groups FCRP Team Meeting September 27, 2002 Dr. Elizabeth Dunn

    2. Sept. 27, 2002 Dr. Elizabeth Dunn 2 I. Focus Group Concepts Characteristics Uses Validity Reference: Krueger 1994

    3. Sept. 27, 2002 Dr. Elizabeth Dunn 3 Characteristics of Focus Groups FGs involve people (4-12 people) FGs are conducted in a series Participants are homogeneous and unfamiliar with each other FGs are a data collection procedure FGs make use of qualitative data FGs have a focused discussion

    4. Sept. 27, 2002 Dr. Elizabeth Dunn 4 Uses of Focus Groups Assess needs Improve planning & design of new programs Improve existing programs Recruit new participants Develop social marketing strategy Understand decision processes Generate information for larger studies

    5. Sept. 27, 2002 Dr. Elizabeth Dunn 5 Validity of Focus Groups Validity: (defn) degree to which procedure really measures what it proposes to measure “Focus groups are valid if they are used carefully for a problem that is suitable for focus group inquiry.” (Krueger p. 31) procedure appropriateness

    6. Sept. 27, 2002 Dr. Elizabeth Dunn 6 II. Planning a Focus Group Study Determine purpose Assess: Is a FG appropriate? Create questions Write a protocol to guide the study

    7. Sept. 27, 2002 Dr. Elizabeth Dunn 7 First: Determine the Purpose Why should the study be conducted? What kinds of information will be produced? How will the information be used? Who wants the information? What types of information are particularly important to the user?

    8. Sept. 27, 2002 Dr. Elizabeth Dunn 8 Ask: Are FGs appropriate? When to Use FGs For exploratory or preliminary insights To understand complex behavior or motivation To prepare larger study For communication gaps between groups of people When Not to Use FGs If statistics needed Emotionally charged environment Researcher can’t control protocol Confidentiality of sensitive information can’t be ensured

    9. Sept. 27, 2002 Dr. Elizabeth Dunn 9 Write a Research Protocol AKA “Guide” or “Procedure” Contents Problem and objectives Implementation details (who, what, when, where, how) Set of interview questions Purpose Forces logical planning Communicates with stakeholders Useful for feedback and review Short: 1-2 pages

    10. Sept. 27, 2002 Dr. Elizabeth Dunn 10 How Many Focus Groups? “Theoretical saturation” Same ideas repeating Improves validity Practical concerns Cost Time Available participants Recommendation: Plan for 3 focus groups

    11. Sept. 27, 2002 Dr. Elizabeth Dunn 11 III. Creating FG Questions Critical part of planning Should be written and included in protocol Process Brainstorm Reduce and refine Review and revise

    12. Sept. 27, 2002 Dr. Elizabeth Dunn 12 Types and Sequence of Questions Opening (1) – brief, factual, everyone answers, establishes common ground Introductory (1) – introduces topic, open-ended, helps participants connect to topic Transition (1) – bridge fm intro to key questions Key (2-5) – focus of the study & analysis Ending (1) – summarizes or highlights most important points or looks for gaps

    13. Sept. 27, 2002 Dr. Elizabeth Dunn 13 Characteristics of FG Questions Questions SHOULD be… Open-ended Focused in scope Conversational Clear (not ambiguous) Uni-dimensional (i.e. 1 question=1 idea) Uncued first, then cued 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

    14. Sept. 27, 2002 Dr. Elizabeth Dunn 14 Tips for Creating Good Questions Phrase questions in a conversational style Be clear and brief Be practical: count minutes for reply!!! Be sure to establish the context Have participants “think back” to specific situations or experiences And don’t forget…write, reduce, review, revise!!

    15. Sept. 27, 2002 Dr. Elizabeth Dunn 15 IV. Implementing Focus Groups Participants selection recruitment Moderator and assistant Managing the session

    16. Sept. 27, 2002 Dr. Elizabeth Dunn 16 Tips for Selecting Participants Homogeneity is guiding principle Study purpose guides selection set exact specifications (based on problem) maintain control of selection process Optimal number: 6-7 people (range: 4-10) Avoid people who know each other well (married; work together; existing groups) Don’t mix levels of education, authority, etc.

    17. Sept. 27, 2002 Dr. Elizabeth Dunn 17 Recruiting Participants Personalized Invitation Select good time Initial contact in-person or by phone (2 wks) Signed letter (1 wk) Reminder phone call the day before Note: Refer to “discussion” not “focus group” Incentives Stimulus to show up & be on time Describe in invitation Types money ($20-$50) meal or snacks tangible gifts

    18. Sept. 27, 2002 Dr. Elizabeth Dunn 18 Selecting a Moderator Neutrality essential Verbal & physical Not associated with program to be discussed Characteristics self-disciplined listener skilled w/ group process acceptable “type” respect for participants knowledge & curiosity

    19. Sept. 27, 2002 Dr. Elizabeth Dunn 19 Assistant Moderator Equipment (!!) Refreshments Room arrangement Greeting Taking complete notes Oral summary (only) Incentives Debriefing w/moderator Feedback on analysis

    20. Sept. 27, 2002 Dr. Elizabeth Dunn 20 Logistics and Implementation Pre-session strategy small talk observe participants Arrange name tents dominant talkers beside moderator shy talkers across from moderator Tape recording is highly recommended!! Beginning the Discussion Welcome Overview of topic Ground rules First question

    21. Sept. 27, 2002 Dr. Elizabeth Dunn 21 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.

    22. Sept. 27, 2002 Dr. Elizabeth Dunn 22 V. Analyzing Focus Group Results Good analysis takes time, discipline and skill! Principles Alternative strategies Procedures

    23. Sept. 27, 2002 Dr. Elizabeth Dunn 23 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

    24. Sept. 27, 2002 Dr. Elizabeth Dunn 24 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 everything

    25. Sept. 27, 2002 Dr. Elizabeth Dunn 25 Analysis Strategies Transcript-Based Analysis Tape-Based Analysis Note-Based Analysis Memory-Based Analysis (starting at top, strategies range from most to least time-consuming and rigorous)

    26. Sept. 27, 2002 Dr. Elizabeth Dunn 26 Steps in Transcript Analysis Create transcript of tape Read transcript & field notes Look for emerging themes Create coding categories & code the data Sort data by categories See what’s left out--revise Draft answers to key questions--report is started!!

    27. Sept. 27, 2002 Dr. Elizabeth Dunn 27 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!!!

    28. Sept. 27, 2002 Dr. Elizabeth Dunn 28 VI. Reporting FG Results Consider the audience Consider the purpose Types of reports written only; oral only; combined written and oral

    29. Sept. 27, 2002 Dr. Elizabeth Dunn 29 Outline for Written Report Front - Cover page - Executive summary (1-2 pages) - Table of contents (optional) Main body - Statement of problem & key questions - Study methods - Results/findings (org. by key Q's., big ideas) - Summary of themes (brief or bulleted) - Recommendations (if appropriate) Appendix - Include research protocol

    30. Sept. 27, 2002 Dr. Elizabeth Dunn 30 For more information…. …see this book. Focus Groups: A Practical Guide for Applied Research by Richard A. Krueger Sage Publications, Inc. 1994 (2nd edition) ISBN 0-8039-5567-7

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