research and assessment techniques: focus groups
DESCRIPTION
Research and Assessment Techniques: Focus Groups. Your Name Your Institution Date. Overview. Outcomes. Compare focus group approach with other approaches Plan a focus group session Develop a focus group discussion guide Facilitate a focus group Analyze focus group results. Icebreaker. - PowerPoint PPT PresentationTRANSCRIPT
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Your NameYour InstitutionDate
Research and Assessment Techniques: Focus Groups
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Overview
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Outcomes
1. Compare focus group approach with other approaches
2. Plan a focus group session3. Develop a focus group discussion guide4. Facilitate a focus group5. Analyze focus group results
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Icebreaker
Using the “When and When Not to Use Focus Group Interviews” checklist, select in which items a focus group should be used.
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Purpose and Use A focus group is used to:
Understand the range of opinions, feelings, ideas, thoughts or behaviors among a group of people with similar characteristics or
interests.
A focus group is not used to:Build consensus, resolve conflict or
understand what people with divergent experiences believe on a wide range of topics.
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Other Qualitative Approaches
• Delphi Method• Brainstorming• Survey Research• Interactive Qualitative Analysis (IQA)• Nominal Group Technique (NGT)
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Focus Group Characteristics
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Primary Characteristics• Moderator’s Role
• Non-directive; facilitates discussion, probes to understand details and nuances of comments
• Size and Composition• 3-6 sessions of 5-12 participants each• Homogeneous groups
• Focused Discussions• Questions are open-ended and sequenced• Guided questions with spontaneous probing
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Focus Group Components1. Determine the purpose2. Formulate the research question3. Identify the participant characteristics4. Identify who and how the information will be
used5. Develop the discussion guide6. Schedule sessions and recruit participants
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
The Planning GuideAction Research• What is the question the
research will help answer?• What is the research
assumption or hypothesis?• What specific traits or
characteristics are needed in the population?
• Who will use the information?
• How will the information be used?
SLO Assessment• What is the SLO you want to
assess?• What is the SLO criteria?• Which segment of the
population is the SLO targeting?
• Will the information be shared with your colleagues?
• How will the information be used?
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Interactive Activity
Develop a Guide: Use the “Focus Group Planning” template to develop a Planning Guide for your focus group research or assessment.
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
The Discussion Guide• Question Routing
• Easy beginning• Sequencing• General before specific• Positive before negative• Uncued before cued
• Categories of Questions• Opening questions• Introductory questions• Transition questions• Key questions• Closing questions
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Question Categories• Opening
• Purpose of the focus group and ground rules• Tell us your name and how many semesters
you’ve attended the college• Introduction
• How did you learn about this class or service?• How often or when do you go to class or use this
service?• Transition
• Think back to when you took your first class or first used the service. What was your impression?
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Question Categories• Key Questions
• What was particularly helpful?• What was particularly frustrating or not helpful?• How has your learning experience changed as a
result of this class or service?• Closing
• What advice would you give to improve this class or service?
• Is there anything I missed that you would like to add?
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Writing Good Questions• Be conversational and informal• Avoid jargon; use language participants will
know• Be clear and concise; eliminate questions
with multiple questions in one (barreling)• Ask open-ended questions but avoid “why”
so as not to appear judgmental or disapproving
• Phrase questions to allow participants to respond based on experience: “think back”
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Interactive ActivityDevelop a discussion guide using one of the sample research or SLO topics in the Planning Guide, or one you’ve created.
Follow the general routing and category of questions:
1. Opening2. Introduction3. Transition4. Key Questions5. Closing
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Activities to Engage Participants
• Listing items• Rating items• Picture/card sorting• Drawing pictures• Imagining/visualizing• Developing a campaign
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Facilitating the Focus Group• Necessary Skills and Preparation
• Have a friendly, inviting, non-judgmental attitude• Practice active listening; resist personal views• Know the subject matter, the environment and the
discussion guide
• Essential Techniques• Pause• Probe• Acknowledge verbally and non-verbally
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Interactive Activity
Ask the person next to you a focused question and use the following three techniques to practice interviewing:
1. Five second pause2. Probe for further explanation, examples or details3. Acknowledge without agreement or disagreement
either verbally or non-verbally
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Analyzing the Results
• Review the Purpose• Content Analysis Process
1. Review the comments/transcripts2. Extract the major themes or concepts3. Group comments by major themes4. Identify key descriptors within themes5. Summarize the themes using the descriptors6. Add your conclusions and recommendations
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Content Analysis Sample
Themes • Quality of Instructor
Descriptors• Helpful instructors• Available when I need them• Knowledgeable• Concerned with my success
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
Interactive Activity
Conduct a content analysis by extracting themes and descriptors from the sample focus group interview results and summarize the results.
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
References
• Focus Groups, Krueger and Casey• Interactive Qualitative Analysis, Northcutt
and McCoy
Bridging Research, Information and CultureAn Initiative of the Research and Planning Group for California Community Colleges
The BRIC InitiativeBRIC: http://www.rpgroup.org/projects/BRIC.html
The RP Group: http://www.rpgroup.org/
Contact:Rob JohnstoneProject Director, [email protected]
Priyadarshini ChaplotProject Coordinator, [email protected]