FOCUS GROUPSFOCUS GROUPSAS A RESEACH METHOD:AS A RESEACH METHOD:

Will Reid –LJMU Learning and Information ServicesWill Reid –LJMU Learning and Information ServicesElena Zaitseva, Beth Mithcell -CETLElena Zaitseva, Beth Mithcell -CETL

IntroductionsIntroductions

• Principal Information OfficerPrincipal Information Officer –Off campus and partnerships, subject support for Languages and Business Information and oversee User Education issues.

OutlineOutline

• Focus groups as a research method

• How to run focus groups

• A case study to look at (questioning skills)

• Not discussing data analysis this time

The big fear..…?The big fear..…?

http://www.youtube.com/watch?v=rLl7xZU3iXk

What is a focus group?What is a focus group?• …a group of individuals selected and assembled by researchers to discuss and comment on, from personal experience, the topic that is the subject of the research (Powell et al 1996: 499).

• FG is a form of group interviewing, but there are differences between the two

• FG relies on interaction within the group

When to use focus groups?When to use focus groups?Can be used at any stage of research or evaluation as a method in their own right or as a complement to other methods :

• For preliminary/exploratory study (to generate hypotheses etc.)

• During study• To assess results/generate further programme of

study• To develop other research tools (questionnaires)• For data triangulation and validity checking

Why use focus groups?Why use focus groups?• A method to obtain data on respondents’

attitudes, feelings, beliefs, experiences and reactions in a way in which would not be feasible using other methods

• FG enables to gain a larger amount of information in a shorter period of time (time saving)

Why use focus groups?Why use focus groups?• Useful when there are power differences

between the participants and decision-makers (less intimidating for participants)

• Useful when one wants to explore the degree of consensus on a given topic

• Opportunity to get insight into the ways in which individuals are influenced by others in a group situation

Benefits for participantsBenefits for participants• The opportunity to be involved in

decision making processes • If FG research is of an applied nature,

empowerment can be achieved• FG gives them a chance to explain their

point of view• Could enhance their understanding of a

topic/issue through interaction

Drawbacks….Drawbacks….

• Practical arrangements

• Not fully confidential

• Facilitator could have a limited control over discussion

• Difficult to identify individual view from group’s view

How to attract participantsHow to attract participants

• Most ethical way – to ask volunteers• Use a clear, understandable language

explaining the purpose of your study and (possible) benefits for the participants

• Some incentives could be used (coffee and biscuits, book vouchers), but be careful!

What does facilitator need?What does facilitator need?

cetl

• Organisational skills• Rapport building skills• Questioning skills • Ethical procedures in place

Organisational skills• Equipment

– Method of recording– Clock– Interview guide

• Time management• About 8 participants • Anticipate distractions • Summarise key points at the end • Facilitate whole group involvement• Do listen to the "loudmouth”

Building RapportBuilding Rapport

• Use the participant’s own words • Summarise/ paraphrase • Nod and make affirmative sounds • Tilt your head slightly • Maintain a high level of eye contact• Avoid giving your own opinion• Avoid interruptions

QuestionsQuestions

cetl

•Try to ask open questions

•Avoid ‘double-barrelled’ questions

•Avoid leading questions

•Have a general question at the end

•Clarify responses you do not understand

After the Focus GroupAfter the Focus Group• Write down any observations you have

about the FG

• Make notes on your notes (so you can read them later)

Ethical considerations Ethical considerations

cetl

• Ethical approval • Informed consent• Obtain permission to record• If possible do not interview your own students

or students you know • Establish/make it clear who will have access to

the information at what level

Case StudiesCase Studies

• New Social Learning Zone. • Having introduced anew SLZ

management were keen to get face to face feedback quite promptly prior to official opening. Cross faculty, cross level

• QAA Survey

• Student Experience Review

FG Questions – for discussionFG Questions – for discussion• Are you satisfied with the project so far?• Did you experience personal difficulties while

being mentor?• Did you manage to achieve a rapport with your

mentee?• How often you were online, checking the

questions of your mentee?• What do you think you did right and what wrong?• Do you want to participate in the programme in

the next semester?