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Feature Article

Using Focus Groups for Program Planning


and Evaluation
Tami H. Wyatt, RN, PhD, CNE; Patricia B. Krauskopf, RN, PhD, CFNP; and
Rachel Davidson, RN, MSN, CPNP

ABSTRACT: School nurses often find themselves developing health-related programs for children
and adolescents. One way to create compelling and interesting programs that meet the needs of
students is to include them in the planning, development, and evaluation of such programs
through focus groups. Children provide a perspective about their particular needs, interests, and
understandings that cannot be obtained from adults or health care professionals. When children
take part in program planning, the programs become more appealing to children because of the
feedback from their perspective. This article describes ways focus groups can be used to examine
the effectiveness and usability of health-related programs. Included is a discussion of the pros and
cons of using focus groups with school-age children for planning and evaluating programs and
guidelines for conducting focus groups.
KEY WORDS: children, focus group, methodology, program evaluation, program planning,
school nurses

INTRODUCTION essence, focus groups allow children to communicate


what works for them and what does not—information
Creating compelling and effective health programs
that no other source can provide. Using structured fo-
for children and adolescents is an important, though
cus groups is an effective way for school nurses who
often challenging, role of the school nurse. A health
are planning new or evaluating existing programs to
program may be defined as any educational activity
gain access to and effectively capitalize on this valu-
designed to inform and teach children about health-
related topics with the goal of affecting their behavior. able information.
Some examples are lesson plans on natural disaster Focus groups may be defined as thoughtful,
preparedness, self-guided modules about healthy eat- planned discussions among participants with similar
ing and exercise, instructional gaming about play- experiences that allow the moderator to obtain the in-
ground safety, and workbook activities about sun ex- dividuals’ cognitive and emotional perceptions in a
posure and protection. School children can play an nonthreatening and relaxed environment (Heary &
important role in developing or evaluating such pro- Hennessy, 2002). The key feature of focus groups is
grams because they are able to provide vital informa- that they encourage interaction among the children
tion about their learning preferences and their level of in the group, as compared to group interviews, which
understanding about the content being presented. In are loosely structured and do not encourage interac-
tion (Webb & Kevern, 2001). Specifically, the purpose
of a focus group for school health program planning
Tami H. Wyatt, RN, PhD, CNE, is an assistant professor at the and evaluation is to create dialogue among children
University of Tennessee, Knoxville, TN. about a specific subject. In these groups, children can
Patricia B. Krauskopf, RN, PhD, CFNP, is an associate professor and offer insight into their current knowledge about a par-
coordinator of the Family Nurse Practitioner Track at Shenandoah
ticular topic and features that can enhance their learn-
University, Winchester, VA.
Rachel Davidson, RN, MSN, CPNP, is a pediatric nurse practitioner ing process—areas that no other method can explore
at Shults Pediatrics, Knoxville, TN. as effectively.

Volume 24, Number 2 April 2008 The Journal of School Nursing 71


. . . children can offer insight into their of adolescent and children focus groups to evaluate
current knowledge about a particular topic the effectiveness and usability of health programs. The
few studies found in nursing literature are mostly re-
and features that can enhance their lated to evaluating computer-based programs. For ex-
learning process—areas that no other ample, Websites evaluated by children through focus
method can explore as effectively. groups include a sexually transmitted disease preven-
tion program (Gilbert, Temby, & Rogers, 2005), a
smoking prevention program (Parlove, Cowdery, &
Hoerauf, 2004), and a video-enhanced presentation
LITERATURE REVIEW for deaf students that evaluates teaching effectiveness
(Debevc & Peljhan, 2004). Other studies reporting pro-
Focus groups were used as early as 1926 for market gram evaluation using focus groups with children in-
research and were later employed in social sciences. clude the usability of a glucose monitoring watch
More recently, nurses have adopted focus group tech- (Hathout et al., 2005), the effectiveness of a video
niques to collect information about opinions regard- game that teaches children concussion awareness
ing programming or perceptions about a phenome- (Goodman, Bradley, Paras, Williamson, & Bizzochi,
non (McLafferty, 2004). Within the past 25 years, fo- 2006), and the evaluation of the Power Breathing娂
cus groups have been used with children. During this program designed for children with asthma (Berg, Ti-
time, children have participated in market research, chacek, & Theodorakis, 2004).
health, education, and child welfare focus groups Two studies reported in the nursing literature are
(Heary & Hennessy, 2002). Current research reveals different from the previously mentioned studies be-
that using focus groups is an excellent means to iden- cause focus groups with children were used during the
tify young people’s views on health and wellness (Pe- planning stages of health programs. These included an
terson-Sweeney, 2005). In fact, nursing literature focus examination of the needs of children and teens with
groups consisting of children and adolescents are most asthma to be used in planning a comprehensive asth-
often used to understand their attitudes about specific ma Internet site (Rhee, Wyatt, & Wenzel, 2006) and
behaviors that have an impact on health. For example, an assessment of children’s learning preferences with
adolescents’ attitudes toward tobacco use and cessa- an on-line digital storytelling and story writing pro-
tion have been examined using focus groups (Den- gram about asthma (Wyatt, 2003).
ham, Meyer, & Toborg, 2004; Renner et al., 2004). As the limited number of related studies suggest,
Teens’ perceptions about staying healthy through focus groups involving children clearly have not met
physical activity and nutrition have also been ex- their full potential as a major resource in health pro-
plored through focus groups (Bauer, Yang, & Austin, gram planning and development. However, lessons
2004; Kubik, Lytle, & Fulkerson, 2005; Mail et al., can be learned from market research, which has con-
2005; Wilson, Williams, Evans, Mixon, & Rheaume, sistently used focus groups for program planning and
2005). Adolescent and children focus groups have also evaluation since the 1950s (Ansay, Perkins, & Nelson,
been used to identify special health care needs (Pat- 2004). The same focus group principles used by mar-
terson & Lanier, 1999), as well as the needs of children ket and educational researchers can be used to plan
and teens with chronic diseases, such as asthma (Ayala and evaluate health programs.
et al., 2006; Boyle, Baker, & Kemp, 2004; Morgan,
Gibbs, Maxwell, & Britten, 2002; Rhee & Wenzel, When children are acknowledged as
2007; Velsor-Friedrich, Vlasses, Moberley, & Coover,
valued contributors in focus group
2004) and epilepsy (McEwan, Espie, Metcalfe, Brodie,
& Wilson, 2003; Ronen, Rosenbaum, Law, & Streiner, sessions, school nurses are able to gain
2001). Focus groups can also be valuable in eliciting a detailed and rich perspective of their
sensitive information from teens who might be un- views.
comfortable discussing these topics with the school
nurse in a one-on-one interview. Underage alcohol
consumption and the mechanisms that teens used to
access alcohol were examined through focus groups ADVANTAGES OF USING FOCUS GROUPS
by Wagenaar and colleagues (1993). Other personal at- WITH CHILDREN
tributes and perceptions, such as contraceptive knowl-
edge, sexual health behavior, and adolescents’ expo- Discussing health topics and evaluating programs
sure to sexually explicit material on the Internet, were with a group of children often enriches the informa-
explored using focus groups (Cameron et al., 2004; tion gathered because focus groups take place in a re-
Peremans, Hermann, Avonts, Van Royen, & Denekens, laxed, natural environment where children and ado-
2000; Robinson, 1999). lescents are encouraged to freely voice their opinions.
There is limited nursing research regarding the use In a group setting, young people are not as likely to

72 The Journal of School Nursing April 2008 Volume 24, Number 2


feel pressured to respond in a certain manner as they already represented which, in turn, streamlines pro-
might in a one-on-one dialogue with an adult. Unlike gram development (Ansay et al., 2004).
an interview, the focus group does not end when one
child does not respond; the group setting allows other DISADVANTAGES OF USING FOCUS GROUPS
children to respond creating a unique group dynamic. WITH CHILDREN
Using focus groups with children who cannot read or
write is useful because these skills are not required for Gathering information from children during a focus
participation (Kennedy, Kools, & Krueger, 2001). group has some inherent limitations for program plan-
When children are acknowledged as valued contribu- ning. Focus groups typically require participants to have
tors in focus group sessions, school nurses are able to some communication abilities, and children often have
gain a detailed and rich perspective of their views. Re- limited language and interpersonal skills. Due to varia-
lying only on parental input can be limiting, because tions in a child’s developmental stage, it may be difficult
children’s perspectives are often quite different from for the school nurse to interpret responses. In addition,
their parents’ perspectives (Morgan et al., 2002). Fur- children may choose not to respond at all.
thermore, children in focus groups often try to make Another concern in gathering information from
other group members understand their thoughts and children who may not communicate effectively is the
feelings, while also trying to understand those of their potential for more talkative children in the group to
fellow participants. Due to their lack of development overshadow and persuade opinions of children in the
and social interaction skills, children may be chal- group. Even though the one benefit of focus groups is
lenged by this pursuit of mutual understanding. This the opportunity to discuss information, there is the
group interaction of children struggling to portray potential for quiet or passive children to be intimi-
their points of view is a unique and valuable exchange dated by group members. Students, especially adoles-
that can be observed by the school nurse during focus cents who are more concerned with peer approval,
groups (Kennedy et al., 2001). Sharing perspectives in may feel pressure from dominant participants to seek
a group also reduces the burden and responsibility of a consensus that does not really exist (Ansay et al.,
each child to respond; instead, the responsibility is 2004). To combat this phenomenon, school nurses
can use probing questions during the focus group to
shared among the group members (Horner, 2000).
capture individual responses from more quiet children
while still getting information from the group that
By including children in the planning unfolds from interaction and discussion with one an-
stages of an evolving program, other (Heary & Hennessy, 2002). For example, one
modifications are less likely because the child may state that he prefers word searches when
learning needs of children are already asked, ‘‘How do you learn vocabulary words?’’ This re-
represented which, in turn, streamlines sponse may encourage another child in the focus
group to exclaim that he/she also likes word searches.
program development. Children’s ideas may converge during focus groups
and become similar. This tendency would not have
been noted without the interaction between the chil-
Focus groups are also advantageous during program dren and is a process referred to as ‘‘group think’’ (Pe-
planning. Small group discussions allow the school terson-Sweeney, 2005). School nurses need to weigh
nurse to explore both the cognitive and emotional re- carefully both individual responses and possible
sponses of the participants. The perspectives garnered ‘‘group think’’ influences when evaluating and apply-
from focus groups enhance the type of information ing information gathered from focus groups.
typically collected from more formal evaluation meth-
ods, such as measuring outcomes (Peterson-Sweeney, Conducting a focus group with children
2005). As a result, the information gathered from the
focus group has high validity and can be useful in pro-
requires a skilled moderator who is able
gram development for similar audiences (Heary & to effectively elicit individual and group
Hennessy, 2002). Including stakeholders, who in this responses and gently direct dialogue to
instance are children, in the planning process can keep it focused on the desired subject
help ensure the program meets their needs. This matter.
method is also efficient because it may eliminate the
need to modify the content based on participant feed-
back. In traditional methods of developing programs, Conducting a focus group with children requires a
changes or modifications are made after the program skilled moderator who is able to effectively elicit in-
has been executed. By including children in the plan- dividual and group responses and gently direct dia-
ning stages of an evolving program, modifications are logue to keep it focused on the desired subject matter.
less likely because the learning needs of children are Because children often need a moderator to ask lead-

Volume 24, Number 2 April 2008 The Journal of School Nursing 73


ing or follow-up questions to fully engage in discus- children with diabetes; therefore, a discussion among
sion that provides useful responses, a moderator for children with varying disorders will be less meaning-
children must take an active role throughout the focus ful (Peterson-Sweeney, 2005). When children have
group (Ansay et al., 2004). similar backgrounds and are familiar with the topic,
Planning, organizing, and conducting focus groups they function at a higher cognitive level, producing
with students require a resourceful contact person. It is responses that are more substantive and aid in pro-
essential that the contact person be familiar with chil- gram planning (Horner, 2000).
dren’s school schedules and routines. Because conduct-
ing focus groups requires face-to-face contact among Focus Group Style and Format
participants, it may be difficult to schedule a time dur-
ing and after the busy school day (Heary & Hennessy, The school nurse must consider style and format
2002). Therefore, it is imperative that school nurses when planning the focus group session. The length of
communicate with faculty and staff before scheduling the focus group with children ranges from 30 to 90
focus groups to ensure maximum participation. minutes depending on the (1) age and developmental
abilities of the children, (2) topic of interest, (3) skill
FOCUS GROUP GUIDELINES of the moderator, and (4) time of day (Heary & Hen-
nessy, 2002). For adolescents older than 14 years of
Focus groups require extensive planning and prep-
age, focus groups should be completed within 1.5
aration. A well-planned focus group will likely pro-
hours; for children between 10 and 14 years of age,
duce valuable information, but a poorly planned focus
focus groups should be completed in 1 hour; and for
group may result in less than optimal outcomes. Suc-
children younger than 10 years, focus groups should
cessful focus groups require attention to group com-
be completed in 45 minutes (Peterson-Sweeney, 2005).
position, style and format, participants’ ages, the role
Focus groups typically include four stages: (1) be-
of the moderator, and ethical issues.
ginning, (2) openings, (3) discussion, and (4) wrap-up
(Kennedy et al., 2001). Group-building or ice-breaking
Focus groups with four to six children are activities may be helpful during the beginning stage if
most effective in yielding valuable participants do not know each other. For example,
information because duplicate responses welcoming children and asking them to share their
are less common, smaller groups are names and ages helps ensure that all children feel
easier to control, and children may be comfortable to respond. During this stage, ground
rules—such as hand raising and staying seated—help
reluctant to talk in larger groups. to establish the expected conduct. During the opening
stage, children reply enthusiastically to simple ques-
tions and when invited to respond. During the dis-
cussion stage, children may need more time to process
Group Composition
questions; therefore, no child should be persuaded to
Focus groups with four to six children are most effec- respond if they appear disinterested. Younger children
tive in yielding valuable information because duplicate may offer insightful information if they are invited to
responses are less common, smaller groups are easier to draw a picture and explain it (Kennedy et al., 2001).
control, and children may be reluctant to talk in larger Additional techniques to encourage responses are sto-
groups (Kennedy et al., 2001; Large & Beheshti, 2001; rytelling, photographs, films, or case studies. During
Patterson & Kelly, 2005). As a general rule, same-sex fo- the interview, children and adolescents may provide
cus group members are recommended to foster produc- more information if asked to describe specific events
tivity and reduce gender conflicts, especially in adoles- rather than responding to a broad, open-ended ques-
cents (Peterson-Sweeney, 2005). However, with 6- to 10- tion (Owen, 2001). Focus group sessions should end
year-old children, both same-sex and co-ed focus groups with the wrap-up stage to briefly review the events of
yield similar results without significant differences in the the focus group and acknowledge the participation of
children’s conduct or responses (Kennedy et al.). Other the children by thanking them and rewarding them
demographic factors, such as socioeconomic level, edu- for their participation (Kennedy et al., 2001).
cation, religion, and ethnicity, should also be considered Offering incentives recognizes the contribution of
(Horner, 2000). Without similar characteristics, group children’s time and input. Suitable incentives for chil-
members have limited shared experiences from which dren and adolescents include movie passes or mall gift
to evoke responses and form opinions (Peterson-Swee- certificates. If focus groups are scheduled after school,
ney). adult assistance may be required to transport children
Members of the focus group should also have com- and may be compensated with gas cards (Peterson-
mon interests and backgrounds related to the topic Sweeney, 2005). School nurses can locate funding for
being discussed (Ansay et al., 2004). For example, chil- these incentives from grants, advocacy organizations
dren with asthma have different experiences than such as the American Heart Association, local provider

74 The Journal of School Nursing April 2008 Volume 24, Number 2


groups, health care agencies, professional organiza- priate focus group questions based on the goal of the
tions, and foundations. group and the children’s developmental ages, he/she
must determine how information from the focus
Age of Participants group will be recorded. This may be done in two pos-
Restricting the age of the children in the focus groups sible ways; one is to assign an observer to record field
to no more than a 12-month range permits the school notes. A second option is to plan for audio/video-re-
nurse to develop appropriate questions and to approach cording of the focus group. It is usually best for the
sensitive topics in a developmentally appropriate man- school nurse to delegate the task of recording or tap-
ner (Large & Beheshti, 2001). Most focus groups with ing to another individual so his/her attention can be
children are restricted to children older than 6 years of completely focused on moderating the group. Because
age because prior to this age, social and cognitive skills the school nurse is directly involved in creating and
are not conducive to an effective focus group (Heary & evaluating the health program, it is important to di-
Hennessy, 2002). By 6 years of age, children are capable rect the focus group discussion to obtain the infor-
of reporting their thoughts in brief dialogues. Children mation needed to meet the goal of the focus group
who are at least 10 years of age are able to convey their (McLafferty, 2004).
thoughts and feelings with the school nurse and with
one another. Children aged 10 years and up are gener- When conducting focus groups, consent
ally less concerned with their peers’ views and more like- to participate must be obtained.
ly to express opposing views than teenagers. Adoles- . . . parents must provide informed
cents, on the other hand, are more likely to converge consent, and children must assent for
ideas and feelings to form a social norm within the focus
group (Horner, 2000). While this may promote a cohe-
participation in focus groups.
sive focus group, it will not reveal the diverse feelings or
needs of this group, thereby defeating the focus group
goal of encouraging group interaction among partici-
Ethical Issues
pants (Webb & Kevern, 2001).
When conducting focus groups, consent to partic-
The child’s communication abilities and ipate must be obtained. In accordance with the U.S.
attention span should also be considered. Department of Health and Human Services (1991) pol-
icy for Protection of Human Research Subjects, parents
When performing focus groups for the
must provide informed consent, and children must as-
purpose of developing or evaluating sent for participation in focus groups (Heary & Hen-
health programs, it is important that the nessy, 2002). Knowing that children lack social power,
moderator be aware of the child’s it is important to explain to the child that he/she is
evolving understanding of health and free to decline from participating even if the parent or
illness. guardian has given consent. When sensitive issues
such as sexual behavior or sexually-transmitted dis-
eases are being discussed, the moderator must assess
the comfort level of the children and provide appro-
Role of the School Nurse as Moderator priate support to help them cope with a potentially
stressful discussion.
When a school nurse functions as a moderator, the Confidentiality issues should be addressed before
initial focus group questions should be based on the conducting all focus groups and are especially impor-
developmental abilities, special needs, and safety con- tant when interacting with children and adolescents.
cerns of the children who will be participating (Owen, Depending on the nature of the focus group and the
2001). The school nurse also can use his/her interper- information discussed, it may be necessary to review
sonal skills to keep the group focused while listening with children—in an age-appropriate manner—the
and simultaneously formulating follow-up questions. importance of maintaining confidentiality of all focus
To elicit descriptions of children’s actual experiences, group members and agree on the information that can
questions should progress from specific to general be disclosed prior to dismissing the children (Peter-
(Horner, 2000; Owen, 2001). The child’s communica- son-Sweeney, 2005).
tion abilities and attention span should also be con-
sidered. When performing focus groups for the pur-
USING INFORMATION FROM FOCUS GROUPS
pose of developing or evaluating health programs, it
is important that the moderator be aware of the child’s The school nurse can gather valuable information
evolving understanding of health and illness (Heary & from student focus groups during every stage of the pro-
Hennessy, 2002). gram planning and evaluation process. In fact, the most
Once the school nurse has determined the appro- efficient and effective health programs are carefully

Volume 24, Number 2 April 2008 The Journal of School Nursing 75


As with any project, effective planning is
more likely to yield quality results.

IMPLICATIONS FOR SCHOOL NURSING PRACTICE

As with any project, effective planning is more like-


ly to yield quality results. School nurses who include
children in the planning stages of their health pro-
gram development via focus groups may reduce their
overall planning time by eliminating the need for ex-
tensive and time-consuming modifications. Children
feel empowered when they are included in the plan-
ning and evaluation of health programs. It may also
Figure 1. Cycle of Program Planning and Evaluation generate excitement for the program because the focus
group children may promote the program to their
peers.
planned and evaluated multiple times. While using fo-
cus groups during the planning and evaluation stages
seems the most reasonable place to start, it is recom- When children are involved in the
mended that another focus group be added halfway planning, development, and evaluation of
through the completion of the program if time and re- programs via focus groups, they are more
sources permit. This midcompletion focus group can be likely to appeal to children and meet their
used to gather additional information about health pro- learning needs . . .
gram needs to ensure the programs are progressing log-
ically. This process becomes cyclical in nature because
the focus groups designed to gauge the program’s effec- For school nurses, the initial investment in obtain-
tiveness at midcompletion also serve as a foundation for ing children’s feedback may appear overwhelming.
future programming (Figure 1). However, once the process is established, the format
The final focus group evaluates the program after it can be used again for future health programs. When
is developed for usability to determine how well the pro- children are involved in the planning, development,
gram will meet the intended goal. Evaluating the health and evaluation of programs via focus groups, they are
education program after it is developed but prior to im- more likely to appeal to children and meet their learn-
plementation allows the school nurse to modify and im- ing needs while also assuring feasibility and usability
prove the program. During this focus group, children of the program because peers have given valuable
participate in the program so the instructions, content, feedback (Heary & Hennessy, 2002). Busy school nurs-
and other factors can be evaluated. The school nurse es need to know that even if they only have enough
should note any components of the program that cause time to conduct one focus group for each of their
children to appear confused or uninterested. Informa- health programs, the valuable information they re-
tion should also be gathered regarding each child’s likes, ceive can greatly improve the effectiveness of their
and dislikes about the program. programs.
Once information is collected from the focus group
about the program, the nurse must determine if the
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