Post on 24-Dec-2015
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.”
WATCH YOUR CARBS: THE “TATOR” CREW
The agitator
WATCH YOUR CARBS: THE “TATOR” CREW
The dictator
WATCH YOUR CARBS: THE “TATOR” CREW
The commentator
WATCH YOUR CARBS: THE “TATOR” CREW
The spectator
WATCH YOUR CARBS: THE “TATOR” CREW
The hesitator
WATCH YOUR CARBS: THE “TATOR” CREW
The facilitator
The imitator
WATCH YOUR CARBS: THE “TATOR” CREW
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
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
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?
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”
QUESTIONNAIRE
Multiple groups/multiple facilitators-advisable to use a structured or semi-structured format
Progressive reiteration of “question relevancy” enhances validity
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
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
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
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.
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
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.
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+