Bridging Research, Information and Culture An Initiative of the Research and Planning Group for...

Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges

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Research and Assessment Techniques: Focus Groups


Overview


Outcomes

1. Compare focus group approach with other approaches

2. Plan a focus group session

3. Develop a focus group discussion guide

4. Facilitate a focus group

5. Analyze focus group results


Icebreaker

Using the “When and When Not to Use Focus Group Interviews” checklist, select in which items a focus group should be used.


Purpose and Use A focus group is used to:

Understand the range of opinions, feelings, ideas, thoughts or behaviors among a group of people with similar characteristics or

interests.

A focus group is not used to:

Build consensus, resolve conflict or understand what people with divergent experiences believe on a wide range of topics.


Other Qualitative Approaches

• Delphi Method• Brainstorming• Survey Research• Interactive Qualitative Analysis (IQA)• Nominal Group Technique (NGT)


Focus Group Characteristics


Primary Characteristics• Moderator’s Role

• Non-directive; facilitates discussion, probes to understand details and nuances of comments

• Size and Composition• 3-6 sessions of 5-12 participants each

• Homogeneous groups

• Focused Discussions• Questions are open-ended and sequenced

• Guided questions with spontaneous probing


Focus Group Components1. Determine the purpose

2. Formulate the research question

3. Identify the participant characteristics

4. Identify who and how the information will be used

5. Develop the discussion guide

6. Schedule sessions and recruit participants


The Planning GuideAction Research• What is the question the

research will help answer?

• What is the research assumption or hypothesis?

• What specific traits or characteristics are needed in the population?

• Who will use the information?

• How will the information be used?

SLO Assessment• What is the SLO you want to

assess?

• What is the SLO criteria?

• Which segment of the population is the SLO targeting?

• Will the information be shared with your colleagues?

• How will the information be used?


Interactive Activity

Develop a Guide: Use the “Focus Group Planning” template to develop a Planning Guide for your focus group research or assessment.


The Discussion Guide• Question Routing

• Easy beginning

• Sequencing

• General before specific

• Positive before negative

• Uncued before cued

• Categories of Questions• Opening questions

• Introductory questions

• Transition questions

• Key questions

• Closing questions


Question Categories• Opening

• Purpose of the focus group and ground rules

• Tell us your name and how many semesters you’ve attended the college

• Introduction• How did you learn about this class or service?

• How often or when do you go to class or use this service?

• Transition• Think back to when you took your first class or

first used the service. What was your impression?


Question Categories• Key Questions

• What was particularly helpful?

• What was particularly frustrating or not helpful?

• How has your learning experience changed as a result of this class or service?

• Closing• What advice would you give to improve this class

or service?

• Is there anything I missed that you would like to add?


Writing Good Questions• Be conversational and informal• Avoid jargon; use language participants will

know• Be clear and concise; eliminate questions

with multiple questions in one (barreling)• Ask open-ended questions but avoid “why”

so as not to appear judgmental or disapproving

• Phrase questions to allow participants to respond based on experience: “think back”


Interactive ActivityDevelop a discussion guide using one of the sample research or SLO topics in the Planning Guide, or one you’ve created.

Follow the general routing and category of questions:

1. Opening

2. Introduction

3. Transition

4. Key Questions

5. Closing


Activities to Engage Participants

• Listing items• Rating items• Picture/card sorting• Drawing pictures• Imagining/visualizing• Developing a campaign


Facilitating the Focus Group• Necessary Skills and Preparation

• Have a friendly, inviting, non-judgmental attitude

• Practice active listening; resist personal views

• Know the subject matter, the environment and the discussion guide

• Essential Techniques• Pause

• Probe

• Acknowledge verbally and non-verbally



Ask the person next to you a focused question and use the following three techniques to practice interviewing:

1. Five second pause

2. Probe for further explanation, examples or details

3. Acknowledge without agreement or disagreement either verbally or non-verbally


Analyzing the Results

• Review the Purpose• Content Analysis Process

1. Review the comments/transcripts

2. Extract the major themes or concepts

3. Group comments by major themes

4. Identify key descriptors within themes

5. Summarize the themes using the descriptors

6. Add your conclusions and recommendations


Content Analysis Sample

Themes • Quality of Instructor

Descriptors• Helpful instructors

• Available when I need them

• Knowledgeable

• Concerned with my success



Conduct a content analysis by extracting themes and descriptors from the sample focus group interview results and summarize the results.


References

• Focus Groups, Krueger and Casey• Interactive Qualitative Analysis, Northcutt

and McCoy


The BRIC InitiativeBRIC: http://www.rpgroup.org/projects/BRIC.html

The RP Group: http://www.rpgroup.org/

Contact:Rob JohnstoneProject Director, [email protected]

Priyadarshini ChaplotProject Coordinator, [email protected]

http://www.rpgroup.org/projects/BRIC.html

http://www.rpgroup.org/

mailto:[email protected]

mailto:[email protected]

Bridging Research, Information and Culture An Initiative of the Research and Planning Group for...

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