everything you need to know about focus groups
DESCRIPTION
What is the difference in conducting focus group research or survey research? Participants in this session will learn how to choose between qualitative research such as focus groups, and quantitative research such as surveys. We will then create a list of the necessary research and administrative tasks for a focus group, and learn some tricks of focus group facilitation.TRANSCRIPT
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Everything You Need to Know About Focus Groups
Rena Cheskis-Gold
March 13, 2013
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Advising nonprofits in:
• Strategy
• Planning
• Organizational Development
www.synthesispartnership.com
(617) 969-1881
INTEGRATED PLANNING
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Today’s Speaker
Rena Cheskis-Gold Principal
Demographic Perspectives, LLC
Assisting with chat questions: Jamie Maloney, Nonprofit Webinars
Founding Director of Nonprofit Webinars and Host:
Sam Frank, Synthesis Partnership
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Everything You Need to Know About Focus Groups
Rena Cheskis-GoldMarch 2013
Webinar for Nonprofitwebinars.org© 2013 Demographic Perspectives, LLC
Demographic, Market, and Survey Researchwww.demographicperspectives.com© Copyright 2013
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Brief Review of Data-Driven Decision-MakingQualitative ResearchFocus GroupsFocus group Administration: Research and Administrative TasksAnalysis and Reporting
WORKSHOP ORDER
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DATA-DRIVEN DECISION MAKING SUMMARY12 BASIC PLANNING STEPS
Data Steps, including:
Quantitative Data and Analysis Surveys Administrative data analysisClick analytics
Qualitative Data and Analysis Focus groupsInterviewsParticipant observationDocument analysis
Articulate
Mission and Goals
Stakeholder Input
Existing Data
Benchmark
Report
Present
Planning Steps
Communicate
Implement
Assess
Modify
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SURVEYS VS. INTERVIEWS/FOCUS GROUPS
Quantitative (Surveys)Responses must fit into limited # of pre-determined categoriesFacilitates comparisonConvenient statistical summaries of responses Generalizable to larger populationImportant to receive high response rate, best achieved through professional facilitation
Qualitative (Interviews/Focus Groups)Open-ended categoriesDetailed info about smaller # of peopleIncreased understanding of complex motivations and experiencesHarder to dismiss emotion emanating from quotesCan not generalizeValidity strongest when facilitator is independent
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Know strengths and weaknesses of quantitative and qualitative methods
Seeking the best form of measurement
One is not better than the other, nor more serious research than the other
Focus on end result, not on the methodology
BIAS AGAINST QUALITATIVE METHODS
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Qual. vs. Quant are alternative research strategies, NOT mutually exclusive
Qualitative findings can be presented alone or in combination with Quantitative results
Both need skilled and independent researchers.
QUANTITATIVE VS. QUALITATIVE METHODS
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Can any observer gather qualitative data?
NO! It’s not enough to:
Just be present and look aroundJust ask questionsJust listen to conversationJust read responses to see what’s there
ROLE OF THE RESEARCHER
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A group interview, not a discussion.
More efficient than an individual interview
Group process
Social context of focus group
FOCUS GROUP DEFINED
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(Classic Use) Need to assess reaction in group settings, not individual settings
Generate new ideas
Survey followup - detail on complex findings
Topic cannot be addressed in survey
Test-market new ideas
Generate a list of categories or responses for a survey
WHEN TO USE FOCUS GROUPS
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Evaluate something with extremes
Evaluation of unpopular program
Evaluate potential or new program/aspect
Test-market new program(s)
Program assessment/evaluation
FOCUS GROUP EXAMPLES FOR NONPROFIT ORGANIZATIONS
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Never use focus groups as the sole basis for decision-making, only supportive evidence
Not representative of any population
The interactions between participants and moderator is artificial, and not the same as the participants’ usual worldview and experiences
For predictive actions, needs, or preferences, need survey research.
LIMITATIONS OF QUALITATIVE METHODS AND FOCUS GROUPS
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Philosophy
Credibility
Independent of process
Affecting findings
IMPORTANCE OF TRAINED INDEPENDENT MODERATOR
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FOCUS GROUP ADMINISTRATION:
RESEARCH AND ADMINISTRATIVE TASKS
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Internal or external management
Select type of population
Target # of participants
Date and time of day
Incentive
Style of Session
--Will stakeholders be present?
PRE-SESSION TASKS
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Find participants (Example provided)sponsor of session -- goal of focus group research --time-date-location-duration -- food/incentives –point person for questions -- important signature
Help moderator develop familiarity with topicFocus Group Protocol –what are you going to ask?
INTERNAL MANAGEMENTMORE PRE-SESSION TASKS
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Following up to ensure attendance at session
Room requirements (food -- AV equipment -- table and chair setup -- clean-up/garbage removal)
Incentive (purchase and distribute cash – donation cards – gift)
Incidentals for participants (name tags, pencils, markers, copies of questionnaire)
Incidentals for moderator (easel/ledge for props, blackboard/chalk, flip charts. Props: posters, models, fly-through)
Do you need? Taping? Note-taker? Help with key stakeholders?
PRE-SESSION TASKSNOTE: MAY BE PROVIDED BY EXTERNAL MANAGEMENT
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Who is influenced by whom?
Who is trying to influence others, who is avoiding others?
Don’t let the group be dominated by 1 or 2 people – quiet people must have a chance to talk.
Silence doesn’t mean a lack of opinion. Lack of comment also has meaning!
Other aspects of group process: Power struggles -- status differences
Nuance
1. This was GOOD! 3. THIS was good!
2. This was GOOD? 4. This WAS good.
STAKEHOLDER AWARENESS
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Explanation of the analytic process Separating personal views from what is said by the participantsFocusing on big points, not trivialitiesReporting accurately on the emphasis or intensity of the respondent’s commentGoing beyond reportage to insightProviding recommendations, if requestedSummary Report vs. Long Report
UNIQUE CONSIDERATIONS OF FOCUS GROUP REPORTING
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OUTLINE FOR SHORT & LONG REPORTS
Cover PageSummary or OverviewTable of Contents *Introduction and Background: Purpose, Procedures, PopulationMajor themes, examples, insightDiscussion, or Conclusions *Recommendations,if requested
AppendicesBackground info on participants *Focus Group ProtocolTranscript of focus group conversation (opt.) *Separate list of overall recommendations *
Note: Always include quotes!
* For long report
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BarSade, Sivan, “The Ripple Effect: Emotion Contagion and its Influence on Group Behavior,” Administrative Science Quarterly, 47 (2002): 644–675Patton, Michael Quinn. 1990. Qualitative Evaluation and Research Methods, 2d Edition. Sage Publications.
Morgan, David L. and Richard A. Krueger. 1998. The Focus Group Kit. Sage Publications.Merton, Robert K., et al. 1956. The Focused Interview. New York: Free Press.Morais, Robert J. 2010. Refocusing Focus Groups, A Practical Guide. Ithaca, NY: Paramount Marketing Publishing, Inc.
REFERENCES
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MORE RESOURCESPosted Examples: Invitation – donation card -- protocol
For help or information, contactRena Cheskis-Gold, (203) 397-1612
Thank you for attending!
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