Focus Groups

Pamela Glynn, Máire Shanahan,Deirdre Duggan

PERCEPTIONSDefinition

“Focus group interviews typically have five characteristics or features:

1) people, who2) possess certain characteristics3) provide qualitative data4)in a focused discussion5)to help understand the topic of

interest.”

(Krueger & Casey, 2009, p.6)

OpinionsPersonal Experience

What is a Focus Group??

Types include:• Single• Two way• Online

• Teleconference• Dueling

?

Attitudes

Interactions

Focus Groups: A Timeline

1930’s1940’s

• Developed by Lazarsfeld & Merton • Term coined by Ernest Dichter• Used in WWII to:

• Increase military morale• Examine the effectiveness of propaganda

• Initially used in Marketing and Business research• Underutilised in Social Sciences

1970’s

1980’s

• Expanded to social sciences• healthcare• education• communication• psychology

Present day • Used in marketing/business & social sciences

• Used in community, social & political arenas

(Merton & Kendall, 1946, Dichter, 1947; Connaway et al, 1997; Krueger & Casey, 2009)

When to use focus groups??

Depending on type of study:• Gather/explore ideas and feelings people have on a

topic• Identify differences in perspectives• Identify common language/behaviour• Pilot test / generate ideas & policies

*Information gathering for large scale quantitative study

(Kegler et al, 2008, Wilkinson, 2008; Krueger & Casey, 2009)

Plan the process...• Identify goals/objectives• Identify questions/hypotheses• Identify people (participants & moderator)– Does size matter??

• Select time, place/environment• Conduct research• Evaluate findings/data• Report

(Morgan, 1988; Bertrand et al, 1992)

Moderator: What they do?

• Facilitate• Observe• Encourage• Challenge• Direct/guide/explore• Listen• Time-keeping• Objective

(Morgan, 1988; Krueger & Casey, 2009)

Food for thought:

Personal Capacities of a Leader

“empathy and positive regard are critical qualities of the moderator” (Krueger & Casey, 2009, p.86)

Participants: What to consider

• Population?• How many groups?• How many in a group?• Composition of group• Selection process:

– Depends on study design/resources– Neutrality?– Incentivise or not?

• Legal & Ethical considerations

“Six focus group sessions can satisfy the needs of exploratory research” (McQuarrie, 1989, cited in Domegan & Flemming, 2007, p.164)

Questions

• Opening• Introducing• Transition• Key Questions• Ending Questions Avoid

Leading QuestionsYes/No Questions

Asking for examples

Focus Groups in Practice

(http://groupquality.com/static/images/content/gq-process-steps.png)

https://www.youtube.com/watch?v=OORnMYoWX9c

https://www.youtube.com/watch?v=p8A4yqN4_9A

Cons• Can be economical• Fast• Starting point/stand

alone method• Flexible• Synergism• Interactions

• Cost• Less control• Subjective• Not easily replicated• Influenced/Polarizing• Not representative of

general population• Need skilled moderator

(Morgan, 1988; Young, 1993; Connaway, 1996; Schuh & Upcraft, 2001; Connaway & Powell, 2010; Mellinger & Chau, 2010)

Pros

Focus groups in existing L&M research

• Does exist but not widely represented• Tends to be used as part of mixed methods research• Used to identify themes, indicators & insights• Not used in wholly quantitative research – May be used to develop hypotheses for quantitative studies

• Some literature identified benefits to participants

(O’ Brien, 2002; Sullivan, 2007; Kegler et al, 2008; Palmer et al, 2010; Ladegard & Gjerde, 2014)

Palmer et. al., (2011)Strategic leadership of Teaching and Learning Centres: reality to ideal

• Focus groups at 10 uni’s

• Diverse participant range

• Extended findings from prior research and wider literature

• Contributed to construction of the strategic leadership Teaching and Learning Centre maturity framework

Findings•Centres remain in a state of flux •Low interaction with students•↑ engagement would be beneficial•Perceptions of Centres vary widely•Importance of strategic partnership reinforced as prerequisite to implementing strategies for improvement

Focus groups in Community, Non-Profit & Public Sector

• Widely used• Inform policy• Assess practice• Consultation with stakeholders• Identify gaps in service/unmet needs• Support funding applications• Evaluate and monitor service provision

(NDA, 2006; Dept. Enterprise, Trade & Employment, 2009; Begley et al, 2010; Weafer, 2010)

Focus Groups: Organisational point of view

• Useful & versatile tool for:– studying success or failure of a programme– studying organisational change

• Enable detailed study of social interaction• Promotes collaborative work• Aids systemic leadership • Enhances adaptive capacity

(Morgan & Krueger, 1998; Barbour & Kitzinger, 1999; Beerel, 2009)

What could focus group research tell us about L&M?

Effective Leadership & Management

Identify appropriate

outcomes for evaluation

Empowerment of Stakeholders

Communication & Collaboration

Conclusion“Focus group interviews typically have five characteristics or features:

people, who possess certain characteristics, and provide qualitative data in a focused discussion to help understand the topic of

interest.”(Krueger & Casey, 2009, p.6)

•Limited practical information on systematic analysis of results (Bertrand et al, 1992)•Wider use of focus group research may benefit Leadership & Management sector

“Leadership is about getting people to do their own work in an environment where they are suitably focused, encouraged and

supported.” (Beerel, 2009, p. 93)