Focus Group Training UM Libraries Learning Curriculum 2007

1. MIS2007 Focus Group TrainingUM Libraries Learning Curriculum 2007 Irma Dillon Management Information Systems Good morning thank you for taking the time to come this morning. I have two reasons for conducting this session this morning. The first is to provide you with the basics of conducting focus groups and the second is to build our cadre of staff who are able to conduct focus groups. If after this morning you are interested in joining that group please let me know. Good morning thank you for taking the time to come this morning. I have two reasons for conducting this session this morning. The first is to provide you with the basics of conducting focus groups and the second is to build our cadre of staff who are able to conduct focus groups. If after this morning you are interested in joining that group please let me know.

2. MIS2007 Outline Overview of focus groups How to developing a focus group Question Design Script Design Roles in a focus group What to look for in when analyzing the data Mock focus group Questions & Answers This morning we are going cover the following topics. What is a focus group, when it can used and why The process of developing a focus group including question design and script design The role of the moderator and assistant moderator How to analyze data Then we are going to conduct a focus group the Learning Curriculum offerings. And of course we will have questions. � This morning we are going cover the following topics. What is a focus group, when it can used and why The process of developing a focus group including question design and script design The role of the moderator and assistant moderator How to analyze data Then we are going to conduct a focus group the Learning Curriculum offerings. And of course we will have questions. �

3. MIS2007 What is a focus group? Form of qualitative research Designed to learn attitudes Groups respond to questions interactively Qualitative research includes a variety of methods that explore human behavior, experiences, beliefs and attitudes. Qualitative research categorizes data into patterns as the primary basis for organizing and reporting results The Focus group is one of the methods of qualitative research. Others include individual interviews, observations, content analysis. Designed to learn attitudes towards product(s), service(s), concept(s), ad(s), or ideas Focus groups can be used to learn how employees and managers feel about the issues confronting them in the workplace and can be used as an important tool in improving customer service. Survey designers often use focus groups to pretest their ideas and to interpret the quantitative information obtained from interviewing. This often helps to develop questions which give more specific answers in surveys One advantage of focus groups is that they are interactive. Communication among groups is usually free flowing and members tend to feed off of each other when discussing the topic.Qualitative research includes a variety of methods that explore human behavior, experiences, beliefs and attitudes. Qualitative research categorizes data into patterns as the primary basis for organizing and reporting results The Focus group is one of the methods of qualitative research. Others include individual interviews, observations, content analysis. Designed to learn attitudes towards product(s), service(s), concept(s), ad(s), or ideas Focus groups can be used to learn how employees and managers feel about the issues confronting them in the workplace and can be used as an important tool in improving customer service. Survey designers often use focus groups to pretest their ideas and to interpret the quantitative information obtained from interviewing. This often helps to develop questions which give more specific answers in surveys One advantage of focus groups is that they are interactive. Communication among groups is usually free flowing and members tend to feed off of each other when discussing the topic.

4. MIS2007 When to use focus groups Needs assessments Planning and design of new programs/services Evaluating existing programs/services Developing marketing strategies Gathering data to assist decision makers Needs assessment � Often organizations want to learn the services that there customers or users feel will be more beneficial to them. Focus groups are a method of talking to groups of people and gaining information. Planning- Once needs are assessed through focus groups or other means when a program or service is in the design stage focus groups are used to learn if it will meet the needs. Evaluating-existing programs may need to be reviewed to see if they are still effective or if changes may be needed � User education and Staff learning are examples of two programs offered here at the Libraries which would be good candidates for focus groups. The staff liaison program is another. Marketing � To learn better ways to inform about programs and services � Faculty here at UM Learn information about that will provide assistance in planning and decisiomaking. Needs assessment � Often organizations want to learn the services that there customers or users feel will be more beneficial to them. Focus groups are a method of talking to groups of people and gaining information. Planning- Once needs are assessed through focus groups or other means when a program or service is in the design stage focus groups are used to learn if it will meet the needs. Evaluating-existing programs may need to be reviewed to see if they are still effective or if changes may be needed � User education and Staff learning are examples of two programs offered here at the Libraries which would be good candidates for focus groups. The staff liaison program is another. Marketing � To learn better ways to inform about programs and services � Faculty here at UM Learn information about that will provide assistance in planning and decisiomaking.

5. MIS2007 Developing a focus group Identify the need Determine how you will use focus group results Identify the target group Develop potential questions Review and finalize questions Prepare and send invitations Identify - Clearly define objective, What is it you want to learn? Is the current service or program meeting the needs of users; are you considering developing a new service or program? Will provide it to decision makers or will act upon information immediately or will use it to develop a survey to gather quantitative information. Target group � Who can best give you information. If you can avoid it do not invite to the same group people in the chain of command, i.e., supervisors and subordinates, faculty and their students. Try to invite participants that will provide a range of opinions. Begin to develop questions that will elicit the information you seek. Pilot the questions to assure that they are understandable and will provide discussion and opinions. Finalize the questions based upon results of the pilot. Invitations � based on the identified need and the identified target group- decide how many groups you want to conduct. Develop and send the invitations. Request an RSVP with specific date and send reminder 3-5 days prior to session.Identify - Clearly define objective, What is it you want to learn? Is the current service or program meeting the needs of users; are you considering developing a new service or program? Will provide it to decision makers or will act upon information immediately or will use it to develop a survey to gather quantitative information. Target group � Who can best give you information. If you can avoid it do not invite to the same group people in the chain of command, i.e., supervisors and subordinates, faculty and their students. Try to invite participants that will provide a range of opinions. Begin to develop questions that will elicit the information you seek. Pilot the questions to assure that they are understandable and will provide discussion and opinions. Finalize the questions based upon results of the pilot. Invitations � based on the identified need and the identified target group- decide how many groups you want to conduct. Develop and send the invitations. Request an RSVP with specific date and send reminder 3-5 days prior to session.

6. MIS2007 Question Design

7. MIS2007 Question characteristics Clear Contextualized Focused Sequenced logically Should have no more than 5-6 questions Clear -They should be easily understood by everyone to elicit responses. Contextualized -They should be carefully prepared based on the information you want to gather; however, they should not be framed to force the answer you want to hear. They should allow the participants to answer in any way they chose. focused � They should be on topic and related to the purpose of the research. They should start from the general to the more specificShould have no more than 5-6 questions Clear -They should be easily understood by everyone to elicit responses. Contextualized -They should be carefully prepared based on the information you want to gather; however, they should not be framed to force the answer you want to hear. They should allow the participants to answer in any way they chose. focused � They should be on topic and related to the purpose of the research. They should start from the general to the more specific

8. MIS2007 Elements of good questions Language Use simple, clear Encourage description and depth Unbiased One concept per question When writing the question do not assume that participants know what you are talking about. Make sure that the questions are clear, use simple language. For example How do you use the library�s web page? Allows participants to explain what the use the page for and also allows them to say the don�t and why. Try to make sure that questions are balanced and neutral. Make sure that each question covers only one aspect of the information trying to learn. When writing the question do not assume that participants know what you are talking about. Make sure that the questions are clear, use simple language. For example How do you use the library�s web page? Allows participants to explain what the use the page for and also allows them to say the don�t and why. Try to make sure that questions are balanced and neutral. Make sure that each question covers only one aspect of the information trying to learn.

9. MIS2007 Question design Types of questions open ended questions how and what questions dichotomous questions probing or follow-up questions why questions - avoid Open ended questions allow and encourage respondents to talk about what is important to them. They gather information. How useful have the Learning Curriculum offerings been in which you have you participated in the last year? How and what questions give participants the opportunity to discuss what they are satisfied or dissatisfied with in a program or service or would be happy or unhappy with in a new program or service. Dichotomous questions only elicit a yes or no so needless to say they should be avoided Probing or follow-up questions are useful to gain clarification for example -Can you give an example of what you mean? What would you suggest ? Try to avoid why questions - they have a tendency to make participants feel they have to justify their answers. Open ended questions allow and encourage respondents to talk about what is important to them. They gather information. How useful have the Learning Curriculum offerings been in which you have you participated in the last year? How and what questions give participants the opportunity to discuss what they are satisfied or dissatisfied with in a program or service or would be happy or unhappy with in a new program or service. Dichotomous questions only elicit a yes or no so needless to say they should be avoided Probing or follow-up questions are useful to gain clarification for example -Can you give an example of what you mean? What would you suggest ? Try to avoid why questions - they have a tendency to make participants feel they have to justify their answers.

10. MIS2007 Preparing for Focus Group Script Complete a script to use as guideline during session Room - set up for easy communication and comfort Recording Session Decide whether to tape session or rely on notes Once you have identified purpose of the focus group, decided on your target group and sent your invitation the preparation for the session begins. A script for a focus group should be developed to assist the moderator and to move the group along. It should include Greeting Purpose of the session Ground rules Explanation of taping Questions to be asked Conclusion thank you I have a sample script as a handout and we will use it in the mock focus group later. How you intend to use results should guide the content of your focus group. If the answer to a focus group question will not guide change in a course or program, leave the question out. Who so you think best Once you have identified purpose of the focus group, decided on your target group and sent your invitation the preparation for the session begins. A script for a focus group should be developed to assist the moderator and to move the group along. It should include Greeting Purpose of the session Ground rules Explanation of taping Questions to be asked Conclusion thank you I have a sample script as a handout and we will use it in the mock focus group later. How you intend to use results should guide the content of your focus group. If the answer to a focus group question will not guide change in a course or program, leave the question out. Who so you think best

11. MIS2007 Moderator role Responsibilities of a moderator Establishes a relaxed, non-threatening climate Poses questions to the group to initiate and maintain discussion Probes for greater breadth or specificity Encourages everyone to talk Encourages interaction Paces the discussion Moderator should stay aware of the group dynamics. Should control the discussion to assure that everyone talks. The moderator poses the questions and probes for specificityModerator should stay aware of the group dynamics. Should control the discussion to assure that everyone talks. The moderator poses the questions and probes for specificity

12. MIS2007 Moderator Skills Possess adequate knowledge of the topic A good listener Does not respond to comments made by the participants Able to exercise mild, unobtrusive control Should like people Does not have to be an expert on the topic but should have some knowledge of it. This will allow for the ability to probe for answers during the session. Should have the ability to listen well again this will allow for probing. Should not respond to comments made by the participants by trying to explain why things are done. Should be able to control the session in an inconspicuous manner, be aware when all comments for questions appear to be complete and can move on to the next one. Should be able to recognize the various personalities in the group. We�ll talk about personalities a little later. Should encourage participants to talk to each other not to him/her.Does not have to be an expert on the topic but should have some knowledge of it. This will allow for the ability to probe for answers during the session. Should have the ability to listen well again this will allow for probing. Should not respond to comments made by the participants by trying to explain why things are done. Should be able to control the session in an inconspicuous manner, be aware when all comments for questions appear to be complete and can move on to the next one. Should be able to recognize the various personalities in the group. We�ll talk about personalities a little later. Should encourage participants to talk to each other not to him/her.

13. MIS2007 Assistant moderator role Takes responsibility for all equipment Welcomes participants as they arrive Monitors seating arrangement Takes notes throughout the discussion - captures well said quotes Monitors recording equipment Delivers summary

14. MIS2007 Participant Personalities in Focus Groups Dominator Complier Interrogator Great Stone Face Experts Ramblers Some of the personalities to look for in focus groups include The dominator- wants to talk all the time wants to make group agree � Let him/her talk, but thank him for input and ask if anyone else would like to contribute somethin. Complier � agrees with everyone � try to draw him out � ask him what he thinks or how he has used services. Interrogator � answers everything with a question � deflect him by staying on topic repeat the question if necessary Great stone face- just sits there with no expression � bring him into conversation by asking for his opinion. Experts � know everything � thank them for their input and ask others if they agree or have anonther opinion. Ramblers � go on and on � again thank them for their input and move on to other participants.Some of the personalities to look for in focus groups include The dominator- wants to talk all the time wants to make group agree � Let him/her talk, but thank him for input and ask if anyone else would like to contribute somethin. Complier � agrees with everyone � try to draw him out � ask him what he thinks or how he has used services. Interrogator � answers everything with a question � deflect him by staying on topic repeat the question if necessary Great stone face- just sits there with no expression � bring him into conversation by asking for his opinion. Experts � know everything � thank them for their input and ask others if they agree or have anonther opinion. Ramblers � go on and on � again thank them for their input and move on to other participants.

15. MIS2007 Quality Control for Focus Groups Clarity of purpose Appropriate environment Sufficient resources Appropriate participants Skillful moderator Effective questions Careful data handling Systematic and verifiable analysis This is a list of items to consider to assure a successful focus groups. Be sure that all involved understand the purpose Make sure that the site for the session is easily accessible and as comfortable as possible Assure that you have clearly identified the participants that will understand what you are looking for and will provide you with information The moderator should be somewhat familiar with the service or program you are seeking information Assure that the questions have been piloted and are clear and will elicit information Be sure that the data is shared only with those who need to know and then only the report not the raw data Analysis of the data should be done in an organized matter and only report what can be confirmed by reviewing the raw data. Be very careful not to infer anything when reporting results This is a list of items to consider to assure a successful focus groups. Be sure that all involved understand the purpose Make sure that the site for the session is easily accessible and as comfortable as possible Assure that you have clearly identified the participants that will understand what you are looking for and will provide you with information The moderator should be somewhat familiar with the service or program you are seeking information Assure that the questions have been piloted and are clear and will elicit information Be sure that the data is shared only with those who need to know and then only the report not the raw data Analysis of the data should be done in an organized matter and only report what can be confirmed by reviewing the raw data. Be very careful not to infer anything when reporting results

16. MIS2007 Data Analysis Conduct moderator / assistant moderator debriefing Analysis options - Transcript based, tape based, note based, memory based Look for and note themes, interpretations, ideas Code themes, etc. with one word Label all notes, tapes etc. Have the data review by someone else � if possible Write report After the session the moderator and assistant moderator should discuss what they heard and make notes. Since it is the job of the assistant moderator to make notes of what he considers important points these should be included in the discussion. As review the data look for themes which run through the answers, look for ideas presented, and look for how the respondents interpret services Agree on one word for the themes If it is possible have the data reviewed by others if possible. This can be time consuming and add to the expense of the focus group so is not absolutley necessary. Write the report and be sure to keep all notes and tapes with the raw data. After the session the moderator and assistant moderator should discuss what they heard and make notes. Since it is the job of the assistant moderator to make notes of what he considers important points these should be included in the discussion. As review the data look for themes which run through the answers, look for ideas presented, and look for how the respondents interpret services Agree on one word for the themes If it is possible have the data reviewed by others if possible. This can be time consuming and add to the expense of the focus group so is not absolutley necessary. Write the report and be sure to keep all notes and tapes with the raw data.

17. MIS2007 Focus Groups �UM Libraries Examples Undergraduate Students http://www.lib.umd.edu/PASD/MIS/LARC/focus.html Gifts- in- Kind PASD Both the undergraduate students and gifts in kind focus groups are examples of assessing services and programs. 2002 10 focus groups conducted to learn how undergraduates used the libraries for research and if they used the webpage. The results may be found at the URL. Curators, cataloging, acquisitions staff and subject librarians to learn how they selected gifts, how they were processed and suggestions for revising the gifts- in kind program. The results were presented to the Project advisory team on Gifts in kind and changes were made in the policy and in the processing. The PASD focus groups were designed to learn what library staff understand, use and, expect of PASD functions in order to assist in PASD workforce planning. We are using the information to begin planning and to make changes in the way we communicate with staff. PASD has also done focus groups with new hires to learn about their experiences and to ask for suggestions to improve the hiring process.Both the undergraduate students and gifts in kind focus groups are examples of assessing services and programs. 2002 10 focus groups conducted to learn how undergraduates used the libraries for research and if they used the webpage. The results may be found at the URL. Curators, cataloging, acquisitions staff and subject librarians to learn how they selected gifts, how they were processed and suggestions for revising the gifts- in kind program. The results were presented to the Project advisory team on Gifts in kind and changes were made in the policy and in the processing. The PASD focus groups were designed to learn what library staff understand, use and, expect of PASD functions in order to assist in PASD workforce planning. We are using the information to begin planning and to make changes in the way we communicate with staff. PASD has also done focus groups with new hires to learn about their experiences and to ask for suggestions to improve the hiring process.

18. MIS2007 Practice Focus Group Time Now let�s practice a focus group. I have a script here which is asking about the learning center. I would like to have a moderator and assistant. I would also like to have Now let�s practice a focus group. I have a script here which is asking about the learning center. I would like to have a moderator and assistant. I would also like to have

19. MIS2007 Thank You ! Questions ? ifd@umd.edu Ext. 59113

20. Suggested Readings American Statistical Association (1997). What are Focus Groups? Retrieved on January 14, 2005 from Survey Research Methods Section Web site: http://www.amstat.org/sections/srns.brochures/focusgroups.pdf How to Get Beneath the Surface in Focus Groups Retrieved January 11, 2005 from Market Navigation, Inc. Web site: http://www.mnav.com/bensurf.htm. Krueger, R. A. 1988. Focus groups: A practical guide for applied research. Newbury Park, CA: Sage Publications. Morgan, D. L. 1988. Focus Groups as Qualitative Research. Newbury Park, CA: Sage Publications.