other types of interviews and focus groups. copyright © allyn & bacon 2010 advantages: reduced...
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Other Types of Interviews and Focus Groups
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Copyright © Allyn & Bacon 2010
Advantages:Reduced staff
requirementsWidespread
geographic areasEconomicalCan be recorded
Disadvantages:Subjects with no
telephoneUnlisted
numbersCaller IDLoss of visual
cues
Telephone Interviews
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Copyright © Allyn & Bacon 2010
CATIBy phoneCan skip
transcriptionProvides an added
sense of anonymityLoss of visual cues
CAPIFace-to-face or
remoteResponses can be
recorded directly into computer
Type or use voice recognition software
Computer Assisted Interviewing
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Web-Based Interviews
Copyright © Allyn & Bacon 2010
Synchronous EnvironmentsReal-time chat rooms, instant messenger
protocols, real-time threaded communications
Asynchronous EnvironmentsE-mail, message boards, privately hosted
bulleting posting areas
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Berg says focus group interviews are…..“extremely dynamic interactions among and between group members that can stimulate discussion”
Copyright © Allyn & Bacon 2010
Focus Groups
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What is a Focus Group?
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Group discussionShould be manageable size
Facilitated by a moderator whoDraws out informationMonitors informal group discussionEncourages free speaking
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Problems to Avoid
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Running a focus group without reasonVague objectivesUsing too few groupsOver-reachingToo many individuals in each groupToo much or not enough moderator
influenceUnprofessional moderators
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Advantages
Copyright © Allyn & Bacon 2010
Highly flexibleLarge amounts of information in short
amounts of timeBetter understanding of group
dynamicsComplex sampling strategies not
required
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Disadvantages
Copyright © Allyn & Bacon 2010
Quality linked to facilitator skillLimited number of questionsDominant personalities can steer
group responseData difficult to generalize
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The Moderator’s Guide
Copyright © Allyn & Bacon 2010
Systematic and procedural guideIntroduction and introductory activitiesBasic rules or guidelinesQuestion-and-answerSpecial activities or exercisesSensitive issues
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Basic Focus Group Ingredients
Copyright © Allyn & Bacon 2010
Clearly defined objective and/or research problem
Nature of the groupEnvironment and
rapportAware listening
facilitator
Well-organized and prepared facilitator
Structure and direction
Research assistance
Systematic analysis
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Should you use a Focus Group?
Copyright © Allyn & Bacon 2010
Will focus group data inform the research questions?
Will you obtain the best data for the time and money?
Is this the best technique for the population of interest?
Will focus groups enhance a project through triangulation?
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Analyzing Focus Group Data
Copyright © Allyn & Bacon 2010
Step 1: TranscriptionTranscribe the entire interview verbatim
including all probes and any slangStep 2: Observer notes
Interactionary cues of the groupStep 3: Analyze discussion content
Identify trends and patterns
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Analysis Tips
Copyright © Allyn & Bacon 2010
Avoid quantifying resultsProvide quotations to support your
assessmentOffer individual group member
characteristicsMake a point or state a pattern before
offering quotes.
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Copyright © Allyn & Bacon 2010
Advantages:
Reduced costsBroad geographic
scopeAccess to hard to
reach participantsConvenient and
comfortable
Disadvantages:
Loss of moderator authority
Loss of group atmosphere
Loss of group dynamics
Loss of attentiveness
Online Focus Groups
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Non-Verbal Communication
One study found 93% of communication determined by non-verbal cues
Further study showed that the impact of a performance determined byWords used 7%Voice quality 38%Non-verbal behaviour 55%
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Examples of Body LanguageNONVERBAL BEHAVIOR
INTERPRETATIONLegs crossed, foot kicking slightly BoredomSitting, legs apart Open, relaxedArms crossed on chest DefensivenessHand to cheek Evaluation, thinkingTouching, slightly rubbing nose Doubt, lyingRubbing the eye Doubt, disbeliefLocked ankles ApprehensionHead resting in hand, eyes down BoredomRubbing hands AnticipationHands behind head, legs crossed Confidence,
superiority
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More Examples….NONVERBAL BEHAVIOR INTERPRETATIONOpen palm Sincerity, opennessPinching nose, eyes closed Negative evaluationTapping fingers ImpatienceSteepling fingers AuthoritativePatting/fondling hair Lack of self-confidenceTilted head InterestStroking chin Trying to decideLooking down and away DisbeliefBiting nails Insecurity, nervousnessPulling or tugging at ear Indecision
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How to tell when someone is…..
BluffingGestures are inconsistent with speech
AngryChange in tone of voice, mannerisms (ie
pacing, tapping fingers) even while smiling Lying
Hiding mouth, touching nose, breaking off eye contact, blinking rapidly
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Matching and Mirroring
When two people on the “same wavelength” will start to mimic each other’s expressions, gestures
Indicates rapport and can be used as a technique to increase rapportConsciously mimic body languageWhen feels natural, take the leadCan be used in problem situation
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Eye Contact Good eye contact increases rapport But use caution
Too much eye contact feels intrusive, intimateConfine gaze to eyes and forehead rather
than lips, upper body If hold gaze too long can be seen as hostility
Limit to 2/3 of time (less than 1/3 seen as timid)
Note: sunglasses, over the shoulder gaze, fluttering eyes are techniques used to break contact and avoid exposure
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Active Listening Difficult but a skill worth mastering Builds rapport Demonstrates your interest and
understanding Techniques
Good eye contactHead nodsResponses like “I see”, “I understand…”ParaphrasingAsking open-ended questions like “Can you
tell me more about that?”
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Significance of props and seating
Extending hand using pen, glasses, etc. makes personal space larger and shows confidence or power
“Preening” – patting hair, adjusting clothing is an attempt at endearment but can indicate nervousness
Holding coffee cup tightly with both hands is a defense mechanism to close body off
Taking seat at head of table shows control Leaning back, arms behind head = superiority Closed body position = disapproval,
defensiveness, lack of interest
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Boundaries Be careful not to invade personal space People will protect space by sitting at desk,
behind chair or counter or by using briefcase or purse as barrier
Gender differences can be seen in groups Males will shift weight from one foot to other
to create space or define territoryOr rock on balls of feet to look taller and show
power or confidence Females will mirror to create “lateral bridges”