Focus Groups

A Focus Group Is . . .
What
• A carefully planned
discussion
• To obtain
perceptions of a
defined interest
area

Program Development & Evaluation 2

 A Focus Group Is . . .

Where
• In a permissive,
non-threatening
environment

Program Development & Evaluation 3

A Focus Group Is . . .
Who
• Approximately seven
to ten people
• With common
characteristics
relating to discussion
topic

Program Development & Evaluation 4

A Focus Group Is . . .
How
• Conducted by a
trained interviewer
(moderator,
facilitator).
• Three focus groups
are the minimum for
a study

Program Development & Evaluation 5

 Why Do Focus Groups?
• To collect qualitative data
• To determine feelings, perceptions and
manner of thinking of participants
regarding products, services, programs or
opportunities
• Attitudes and perceptions are developed
in part by interaction with other people
• To promote self-disclosure among
participants
• It's dangerous to take "customers" for
granted
Program Development & Evaluation 6
 When to Conduct
Focus Groups
• Before a program begins, during a
program or after a program ends

• Focus groups are effective when

o People have something to share (motivations)
o The goal is to understand human behavior

• Focus groups are not effective when

o People are divided or angry
o The goal is to gather factual information
o Organization is trying to improve its image
Program Development & Evaluation 7
 Selecting Participants
• Participants are similar
• General selection rules:
– Set exact specification
– Maintain control of the selection process
– Use the resources of the sponsoring
organization in recruiting
– Beware of bias
– Develop a pool of eligible participants
and then randomly select

Program Development & Evaluation 8

 Selection Strategies
List
Piggyback
On location
Nominations
Random phone screening
Ads in newspapers and bulletin boards

Program Development & Evaluation 9

Incentives for Participants
• Money ($20-$50)
• Food
• Gifts
• Positive, upbeat
invitation

Program Development & Evaluation 10

 Systematic Notification
Procedures
1. Set meeting times for interviews
2. Contact potential participants by phone
or in person (2 weeks before meeting
time)
3. Send a personalized invitation
4. Phone (or contact) each person the day
before the focus group

Program Development & Evaluation 11

 Moderator Skills
• Is mentally prepared
• Selects appropriate location
• Records the discussion
• Uses purposeful small talk
• Has a smooth & snappy introduction
• Uses pauses and probes
• Uses subtle group control
• Controls reactions to participants
• Selects the right moderator
• Uses an assistant moderator
• Uses appropriate conclusion

Program Development & Evaluation 12

Beginning the Focus Group
Discussion
• The first few moments in focus group
discussion are critical.
– Create a thoughtful, permissive atmosphere
– Provide the ground rules
– Set the tone
• Recommended introduction pattern:
– Welcome
– Overview and topic
– Ground rules
– First question
Program Development & Evaluation 13
Asking Questions That Yield
Powerful Information
• Use open-ended questions
• Avoid dichotomous questions
• "Why?" is rarely asked
• Use "think back" questions
• Carefully prepare focus questions
• Ask uncued questions first, cued questions
second
• Consider standardized questions
Program Development & Evaluation 14
 Ending Questions
• Summary question
"Is this an adequate summary?"
• All things considered question
Ask participants to reflect on the entire discussion
and then offer their positions or opinions
• Final question
"Have we missed anything?

Program Development & Evaluation 15

 Systematic Analysis
Process
• Start while still in the group
• Immediately after the focus group
• Soon after the focus group--within hours
analyze individual focus group
• Later--within days analyze the series of
focus groups
• Finally, prepare the report
 
Program Development & Evaluation 16
 Focus Group Analysis Tips
When analyzing focus group data, consider…
• Words
• Context
• Internal consistency
• Frequency or extensiveness of comments
• Intensity of the comments
• Specificity of responses
• Find the big ideas

Program Development & Evaluation 17

 Reporting Focus Group
Results
• Use a communications strategy
• Use an appropriate reporting style that the
client finds helpful and meets expectations
• Strive for enlightenment
• Make points memorable
• Use narrative or bulleted format
• Give thought to the oral report

Program Development & Evaluation 18

• Advantages of Focus Groups
• There are several advantages of focus groups:
• As a socially oriented research method, it
captures real-life data in a social setting.
• It is flexible.
• It has high face validity, meaning that it
measures what it is intended to measure.

Program Development & Evaluation 19

• It generates quick results.
• It costs little to conduct.
• Group dynamics often bring out aspects of
the topic or reveal information about the
subject that may not have been anticipated
by the researcher or emerged from
individual interviews.

Program Development & Evaluation 20

• Disadvantages of Focus Groups
• There are also several disadvantages of
focus groups:
• The researcher has less control over the
session than he or she does in individual
interviews.
• Data can sometimes be difficult to analyze.

Program Development & Evaluation 21

• Moderators require certain skills.
• Differences between groups can be
troublesome.
• Groups can often be difficult to pull
together.
• The discussion must be conducted in a
conducive environment.
Program Development & Evaluation 22