Week 5
Breeee3
Week5-Qualresearch_2_Focusgroup_COMM4360WEEK5.pptxQualitative Method: Focus group
Agenda
Focus group
General thoughts about bias
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Focus group
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Focus groups: a special kind of qualitative interview
Basically, group (structured) interviews
Used often in the marketing/advertising and political comm areas
6-12 people in a given time period (e.g., 1-2 hours)
Sampling and question generation procedures similar to in-depth interviews
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When are focus groups used?
Brainstorming
Observe commonalities and differences
Fluid discovery
Showing visuals (e.g., logos)
…
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Why focus groups if we already have interviews?
Will group dynamics add to the findings?
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Comparing focus groups and individual interviews, Guest et al. (2017)
Participants were asked the same open-ended questions about their health-care seeking behavior
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Guest, G., Namey, E., Taylor, J., Eley, N., & McKenna, K. (2017). Comparing focus groups and individual interviews: findings from a randomized study. International Journal of Social Research Methodology, 20(6), 693-708.
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“The group effect”
Chaining – ideas develop through discussion, linking ideas that come before and ideas that come after (a.k.a. tagging)
Both complementary and argumentative actions are desirable, otherwise everyone agrees, and no dialogue is generated
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Depends on your objectives
Are your objectives individual-oriented in nature?
Some examples:
Consumer preferences
A product’s usability
Are your objectives group-oriented and benefit from discussion or perhaps arguments?
E.g., concept exploration
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Check your understanding!
What makes a great focus group discussion?
A topic with diametrically opposed sides
A topic about which people are uncomfortable sharing their personal views
A topic on which reasonable people can disagree
None of the above
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How much is enough?
Estimates range between two and 10 groups
Until “saturation” is reached
Usually 6-8 participants is desirable, especially with an inexperienced moderator
Recruiting issues: invite at least 150% of the people you want – if you think you need 20 people, make sure 30 say yes
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Things to watch out
Focus group protocols
Quiet, neutral location (conference room, empty class)
Usually either video- or audiotaped
“3-person protocol”
May include reaction to media
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Things to watch out (con’t)
Moderating a focus group
Focus group interviewer is known as a moderator
Ask relevant questions to get info from participants
Ensure all participants contribute to discussion
Balance conversation
Keep group on topic
Promote discussion between participants
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Meet the Focus Group Team
Moderators
Note-Takers/Ass. Moderators
*Clearly define each person’s role ahead of time
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Here are several helpful links!
https://www.youtube.com/watch?list=PLB41fbCFMJ_zbeRzIl8TX9jYvTTdyeldX&v=XA2Eo1ggkjc&feature=emb_logo
https://www.youtube.com/watch?v=K-oFz5Sk8z4&feature=emb_logo
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Awesome Moderators
Build and Maintain Positive Rapport
A positive interaction between the researchers and the Particpants
More honest answers = Better Data Quality
Better engagement = Better Data Quality
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How?
Languages
Verbal
Non-verbal
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Reflective Listening
So what I hear you saying is …
It sounds like …
So this particular event made you feel …
Mhm/Right
E.g.,
“It sounds like a few of you feel that stress management is important for college students.”
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Body Language
Non-verbal
Show you are paying attention
Nodding
Eye contact
Open and inviting posture
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Keeping neutral facial expressions
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Names?
Remember …
Confidentiality - non-research team members should not know participants’ personal information
Make Participants more comfortable
Honest & Active participation
*Get name tags (or 6 papers and fold them in half) & write P’s initials/etc.
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Awesome Moderators
2. Get diverse information!!!
Different ideas/opinions from as many people!
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The moderator’s goal is to generate a maximum number of different ideas and opinions from as many different people
Scenario 1
So, how do you manage your stress?
By using social media
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The moderator’s goal is to generate a maximum number of different ideas and opinions from as many different people
Scenario 1
Let’s move on to the next Q!
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The moderator’s goal is to generate a maximum number of different ideas and opinions from as many different people
Scenario 2
So, how do you manage your stress?
By using social media
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The moderator’s goal is to generate a maximum number of different ideas and opinions from as many different people
Scenario 2
What about others?
By playing a guitar
By talking to my friends
By using social media
By playing a game
Let’s have some other comments.
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The moderator’s goal is to generate a maximum number of different ideas and opinions from as many different people
Guiding and redirecting conversations…
Does anyone else feel that way or feel differently?
Thank you. What do other people think?
Let’s have some other comments
Call you tell me how that relates to [the topic]
Earlier you said .. can you tell me a bit more about that?
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Notetakers
Record P’s responses and behaviors!
1. Notes from memory
2. Notes during interview
3. Audio recorder*
4. Audio/video recorder
*Consent Form!
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running the tape recordeers
Note the Following:
Body language
Head nods
Physical excitement
Eye contact btw certain participants
Other clues indicating level of agreement support or interest
Other non-verbal activities
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Example
Researcher: So, how do you feel about social media?
JK: I think social media are not great for your health.
KM: (head nods)
LJ: (laughs loudly)
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Let’s compare interview and focus group here
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General procedure is quite similar
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Preparing for the Interview/Focus group
Recruit participants
Become familiar with the instrument
Conducting the Interview/Focus group
Obtain informed consent
Welcome, introduction, background
Address all questions
Probe participants for elaboration
“We want you to do the talking”
“There are not right or wrong answers”
“What is shared in this room stays in this room”
Record and take notes
Conclude the focus group and thank everyone for their participation
After the Interview/Focus group
Expand your notes within 24 hours if possible.
Make sure all materials are labeled
Analysis can be quite similar as well…
Create a complete, written copy of the recorded interview/focus group
If applicable, include non-verbal communication as well such as gestures and facial expressions
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Advantages
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Both could:
Offer detailed information relatively quickly
More accurate answers to sensitive questions
Rapport between researcher and participant makes some topics easier to broach than in other settings
Basis for additional research– surveys, experiments, etc.
Participants might be less inhibited in focus groups
Disadvantages
Interview
Generalizability is a problem
Different interview styles minimize comparability of responses when multiple researchers are working; some formats are less comparable than others
Time consuming to conduct and analyze
Interviewer bias may impact results
This is not necessarily a problem, but it’s important to analyze and acknowledge the role of the researcher
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Focus group
Moderator is key
Not appropriate for making quantitative comparisons of individuals or groups
May only learn about people opinions that they are comfortable admitting in front of others
Like other interviews, not generalizable
Location, moderator can change results
General thoughts about bias
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Researcher bias
Researcher’ physical characteristics
Age, gender, ethnicity, social status, etc.
Researcher’s way of coordinating the research process
Facial expressions, body language, tone, manner, style of language
Try to remain as neutral as possible
Don’t give participants your own opinions
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Biased questions
Leading questions
Misunderstood questions
Influenced by choices of words, context, culture, etc.
Unanswerable questions
Prior experience?
The order of questions
Ask general questions before specific questions
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Biased answers
Whether the respondent is consistent throughout?
In a focus group, whether there is a dominant respondent?
Whether your respondent is purposively feeding you a particular answer because he/she knows you will like it or that answer is more socially acceptable?
“Social desirability”
Do you have any particularly moody respondent?
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Biased sample
You might be studying the wrong people who cannot represent the population of your interest
“Professional respondent?”
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Biased reporting
Remember to acknowledge that the observation/interview/focus group represents a construction of reality between him- or herself and the participant(s)
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Focus Group Example
RQ1) How do Lamar University students use social media?
RQ2) How do Penn State students try to manage stress?
RQ3) What do they know, if anything, about any resources at
South East Texas (SETx) area that could help them to manage stress?
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Focus Group Example
RQ1) How do Lamar University students use social media?
Q1. So, do you use any social media (directive Q)?
Q2. Tell me more about the platforms you frequently use.
Q3a. What do you like about each platform?
Q3b. What are the features you like the most?
Q4. What do you not like about each platform?
Q5. Tell me what you do on social media.
Q6. Tell me why you use social media.
Q7. When do you typically use social media (directive Q)?
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Steps
Before the study launch
During the session
After the session
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Before the study launch ...
Draft a Consent Form
*refer to Informed Consent template docx.
Draft a Recruitment Letter
*refer to Recruitment Letter template docx.
Decide on Location (~11 people)
Decide on Roles
Moderators
Note-takers
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Logistics - Location
Ensuring privacy
Avoid rooms with open windows/walls
Quite rooms
Keep “Interview in session” sign attached
Considering accessibility
e.g., Library study rooms
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Logistics: Food & Incentives
Food?
Beverage and light snack (cookies, veggie tray)
Monetary Incentives?
Transportation $
Cash (minimum $50.00)
Gift Cards
Coupons
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Recruit your participants!
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During the session …
Have Participants complete the following:
Informed Consent (print the forms & get them signed)
Demographic Questionnaire *refer to the template
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During the session …
Welcome *refer to the template
Introduce yourselves
Explain the study purpose & procedure
Ground Rules
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Ground Rules
Confidentiality
Not use their names
What is said in this room stays in the room
Respect other people’s opinions
Try to use words that people will understand
Speak one at a time
Turn off cellphones
All people should speak
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During the session …
Focus Group Discussion
Main Questions
Concluding Remark - “So today, we talked about …”
Summarizes the main discussion points
Exist Question - “Have we missed anything?” “Is there anything else you would like to say about …”
Checks whether P want to make a last comment
“Thank you” & Ask for Feedback
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After the session ...
Compile the Notes
Transcribe the Recording
Transcribe each and every word
Edit out excessive fillers, such as “you know” ‘um’, ‘uh’ like fillers
Write the name of the interviewers & interviewees (e.g., initials or other labels)
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