FOCUS GROUPS 2

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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.

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WATCH YOUR CARBS THE TATOR CREW

• The agitator

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WATCH YOUR CARBS THE TATOR CREW

• The dictator

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WATCH YOUR CARBS THE TATOR CREW

• The commentator

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WATCH YOUR CARBS THE TATOR CREW

• The spectator

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WATCH YOUR CARBS THE TATOR CREW

• The hesitator

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WATCH YOUR CARBS THE TATOR CREW

• The facilitator

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WATCH YOUR CARBS THE TATOR CREW

• The imitator

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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

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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

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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?

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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

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QUESTIONNAIRE

• Multiple groups/multiple facilitators-advisable
  to use a structured or semi-structured format
• Progressive reiteration of question relevancy
  enhances validity

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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

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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

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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

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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.

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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

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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.

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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