FOCUS GROUPS 2

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


The dictator


The commentator


The spectator


The hesitator


The facilitator

The imitator


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


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.


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+

Documents

FOCUS GROUPS 2