Focus Groups Interview

Research Tools and Data Analysis Beirut, Lebanon

Focus Groups: A definition

“The Focus group is a special type of group in terms of purpose, size, composition, and procedures. A focus group is typically composed of 7-10 participants who are selected because they have certain characteristics in common that relate to the topic of the focus group…It is a carefully planned discussion designed to obtain perceptions on a defined area of interest in a permissive, non threatening environment…”

(Krueger, p.6 ,1994)

Assumptions (1)

People do not form their ideas in isolation

Having a chance to discuss a certain issue in a group can help an individual shape and clarify their thinking about that issue

In a permissive non-judgmental and interactive group environment people are more likely to self disclose and share views and emotions that would not emerge otherwise

Assumptions (2)

Group interviewing has the unique capability of helping researchers capture the “dynamic” aspect of social interactions and probe for deeper understanding

When people interact with others on a topic they become aware of their own implicit assumptions

Interaction can push people to “defend” their position, hence providing explanations for their reasoning

Using Focus Groups - 1

Purpose

Explore people’s views, perceptions and attitudes

Discover how people “see reality,” and capture the diversity of their views

Investigate complex behavior and motivations

Using Focus Groups -2

Purpose

Learn the “vocabulary of the participants” and understand their thinking patterns

Learn about people views in response to others’ views

Obtain in-depth knowledge by listening as the participants share and compare their experiences, feelings and opinions

Using Focus Groups? (3)

Projects That Use Focus Groups Self Contained Focus Groups: a typical focus group study

consists of a series of at least three focus groups

Problem Identification: to identify problems that needs to be addressed, or generate hypothesis for further research

Monitoring Program Implementation: to gather information to improve program implementation

Program Evaluation: to assess the outcome of a program, or an intervention

Planning for Focus Groups Getting Started:

Understand the purpose and outcomes of your project and their connection to the design and implementation of focus groups

Decide on the Level of Group Structure Exploratory---non-

structured Answering pre-

determined specific questions---structured

Determining the Interview Content

Selecting and Recruiting Participants

Choosing a Moderator Define the role of the

moderator Select or train skilled

moderators

Logistical Considerations Location, time and dates

of the interview session Setting up Cost

Data Analysis Ethical Considerations

Determining the Interview Content Prepare a well thought out interview guide

The Interview Guide

Welcomes and participants’ introductions

Opening the session: Introduce the focus of the discussion, set the ground rules, provide background and purpose and emphasize the commonalities among the group members

Introductory questions: break the ice, get the conversation going, invite general reflections, and give the participants a glimpse on how others view the topic

Key Questions: they are central to obtaining the information the focus group is designed to get to

Determining the Interview Content (2)

The Interview Guide Ending the session: closing the discussion

Invite participants to consider what had been said, and make a general comment offering an opportunity to clarify inconsistencies and point out what was the most important and significant aspects of the discussion.

Summarize what had been said and ask for feedback

Check with the participant if they have anything to add, if the discussion missed any salient issue not covered

Time 1-2 hours

Determining the Interview Content (3)

Nature of Questions Use open ended-questions in a systematic succession

Go from the general to more specific probes

Avoid Dichotomous and “Why” questions Why questions invite rationalization, and “should” rather than “what

is” answers Focus on “What’ and “How” questions

Standardized type of questions could be used

Sentence Completion Conceptual Mapping; develop categories and classifications systems

Invite respondents to “speak” from experience and answer

questions based on what they have done not what they would have done in the future.

On occasion allow for “spontaneous” emerging questions

Pilot test and seek feedback from the participants regarding the questions

Determining the Interview Content (4) Examples of Questions

Can you talk about…?

Do you have some thoughts…?

What does your department do to…?

What kind of…?

How do you feel about…?

If you ever have a problem what/ who…?

Two Main Questioning Techniques: Probe:

Would you explain further?

Would you give me an example of what you mean?

Would say more?

Is there anything else?

Please describe what you mean

Is there anything else?

Pause: 5 seconds pause after comments prompts others to share their views

Selecting The Participants

Group Composition:

A certain degree of commonality

Variations/Segmentation based on variables dictated by the research goals and questions

Group Size:

Ranges from 4-12 participants (some authors suggest other numbers)

Ideal 6-9

General criteria: small enough to allow for in depth probing and getting into specialized insight, and large enough to provide diverse and rich data

Number of Groups

Theoretical sampling and Theoretical data saturation (Strauss & Corbin, 1990)

Selecting The Participants

General Selection Guidelines Identify the characteristics of the people you need in the

group and make sure they are tightly connected to your research questions

Number of groups needed:

Use theoretical sampling and theoretical saturation (Strauss & Corbin, 1990)

Avoid Selection Bias

Know your participants’ characteristics and asses their potential contribution to the data collection process

Ask for nominations

Randomization: do not depend on those who are naturally loud and visible or claim interest and expertise

Use randomization if the research study aims at reaching generalizations

Choosing a Moderator

“ The best moderator is not the one with the most experience at moderating, but the one who can help you learn the most from the participants that you need to listen to” (Morgan, p. 48, 1998)

Choosing a Moderator (2) Characteristics of the Successful Moderator:

Is genuinely curious, knowledgeable, interested in the topic

discussed, and always practice active listening Is self-disciplined and hold back the urge of sharing their own

views or commenting on those shared Shows respect to all the participants and to the value of their

insights regardless of their background, level of skills, or inner clarity

Has a friendly demeanor and help establish a safe atmosphere where participants feel ready to self disclose

Choosing a Moderator (3) Has sufficient background knowledge about the topic to

be able to follow up on emerging ideas and insights

Able to communicate clearly and precisely

Familiar with the questioning guidelines

Can listen and think simultaneously

Has a past-present-future time perspective all through the discussion: remember what has been said, notice what is currently taking place and know/decide on what the next step/topic of the discussion should be

Choosing a Moderator (4)

Role : Exercises a mild unobtrusive control to guide the conversation and

keep the group on task

Acts as a catalyst to stimulates the discussion making sure that everyone participates equally with no one dominating the discussion or becoming withdrawn

Variety of Approaches

Look for understanding, act as a novice seeking wisdom

Be the expert; stimulate discussions by acting as a consultant who help group members clarify their thinking

Challenge participants to explain and justify their ideas

Act as a “referee” among opposing views

Be a therapist who is probing for information on why people think the way they do

Is ready to respond to all kind of personalities and attitudes [the shy, the reluctant, the dominant talker…]

Logistical Considerations

Recording the Focused Interview Session

Tape Recording

Written Notes:

1-2 note takers; one to focus on the verbal exchanges and the other to record non-verbal cues

Notes should be complete and considered as a backup in case the tape recording did not function

Prepare a brief summary of key points as soon as possible

Video Taping

Cost

Incentives for participants and/or note takers

Equipment and room cost

Data transcription, printing…

Data Analysis

Focus group interviewing generates very complex and rich data Each session produces 10-15 pages of notes and up to

50 pages of transcribed data

Importance of considering “non-verbal’ data

Importance of seeing the data collected as a product of the individual and group interplay at all times

Avoid delaying the data analysis

Seek and include feedback from participants

Some Strategies Full Transcript analysis

Tape Based analysis

Note-Based analysis

Memory-Based analysis

Ethical issues

Privacy:

In relation to the researchers

In relation to the other participants

Solutions:

Anonymity [ no one knows who said what]: an impossible goal

Confidentiality: a promise made among participants and with the research team

References

Krueger, R. A. (1994). Focus Groups: A Practical Guide for Applied Research (2nd ed.) CA: Sage publications.

Janesick, V. J. (1998). “Stretching” Exercises for Qualitative Researchers.CA: Sage publications.

Merton, R.K., & Kendall, P.L. (1990). The Focused Interview (2nd ed.) New York: Free Press.

Morgan, D. L. (1998).The Focus Group Guidebook: Focus Group Kit1. CA: Sage publications

Morgan, D. L. (1998). Planning for Focus Groups: Focus Group Kit2. CA: Sage publications.

Morgan, D. L. (1997). Focus Groups As Qualitative Reasearch (2nd ed.): Qualitative Research Methods Series 16. CA: Sage publications