GS/HRM 6600

FOCUS GROUPS

By:

Michael Burzynski Daryn Dyer Eni Gjermeni Larry Indovina Mandana KhandanCyrus Paykar

AGENDA

History / EmergenceOverview Data Analysis & InterpretationMethodology & ApplicationAdvantages Limitations Conclusion References

FOCUS GROUPS

Operational Definition

A focus group is a small group discussion in which participants respond to a series of questions focused on a specific topic. A skilled facilitator typically meets with five to twelve people to collect in depth qualitative information about the group’s ideas, perceptions, attitudes, and experiences on the defined topic

(Subramony, Lindsay, Middlebrook, & Foose, 2002)

History/Emergence

Origins of Focus Groups

Focus group methodology emerged in the social science filed

Bronislaw Malinowski (left) cultural anthropologist and native Trobriand Islanders

Street corner society, William Foote Whyte employed group interviews with gang members in Boston

Early Focus Groups

History/Emergence Cont’d

Paul Lazarfeld and Robert Merton and media’s impact on people’s attitudes towards the

involvement of the U.S. in World War II.

Groups of individuals listening and responding to pro war radio programmes were observed.

Social Sciences, since 1941

Paul Lazarfeld

Robert Merton

History/Emergence Cont’d

In 1960’s Market Research Focus Groups

Example: New Coke

1960’s Market Research and 1980’s Sciences

In 1980’s • Focus groups re-gained popularity again in the 1980s in the fields of Health and Social Sciences

Overview of Focus Groups

Focus Group discussions duration: 1 to 2 hours

Limited number of participants Single or Multiple meetings

FOCUS GROUP STRUCTURE 

Role of “Moderator””Facilitates discussionEngages participants in exercises : •team-building •brainstorming

Presents materials (i.e. newspaper article, video clip, or audio clip)Asks questions and probes

Role of “Note-Taker”” • Records session (notes, audio, or videotape)• Records observations • Assists moderator in verifying, analyzing and

interpretation of data

Characteristics of “Participants” or Group• Randomly selected • Homogeneous in various aspects (i.e.: ethnicity, language,

literacy levels, income and gender)

Types of Focus Groups

Focus Groups Types Client participant focus group Two-way focus group Mini Focus group Dueling- moderator focus groups Respondent moderator focus group Two way mirror

Types of Focus Groups Cont’d

Modern-day Focus GroupsOnline (virtual) focus group Participants share information and responses via computer Typically include a moderator, participant, and an observer

Teleconference focus group Participants from different geographic locations Time efficient Group’s body language interaction is limited

Focus Group Interview Questions

Characteristics of Questions Five to six Short Open ended One-dimensional Clear

5 Types of Questions Opening questions Introductory Questions Transition Questions Key Questions Ending Questions

Analysis/Interpretation of Data

Indexing Reading session notes and assigning codes or “labels” Link together pieces of info which represent a common

viewpoint

Management Assembling together data with the same code or label Methods of data management:

• Organizing responses and compiling them into similar clusters

• Use of software specifically designed for analysis of qualitative data

Interpretation Analytic Induction

Methodology & Application

Influences on Focus Groups

Application in Research

Determine Market needs Evaluate opinions Employee engagement (Human Resources)

Generate or introduce new ideas, products, services

(Gain insights)

Focus Groups

Focus Groups

Yes!

Focus Groups follow research principles:

a methodology exists

hypothesis or objectives are established

logical process for collecting information

analysis of the results

Are Focus Groups empirical?

Focus Groups

Key planningconsiderations:

Clear Objective(s) Train the Moderator and Note taker The right participants Appropriate location Cultural considerations

These factors will determine the level of success for a given focus group.

Planning for Success

Focus Groups

The Objective • Clear and concise • Drives the planning processes

Example objective statements used by focus group researchers:

“…to evaluate strategies and elements that can be employed in Cardio Vascular Disease (CVD) intervention programs that are tailored to low socio-economic status (SES) women.”

(Gettleman, 1990)

The Objective Drives the Process

Focus Groups

Recruitment Challenges • Recruit representative sample

of the target population• Recruiting sufficient

participants to meet the sample size and power requirements of the study

• Driven by the objective statement

Recruitment Tools• Online ads• Posted ads in target

areas/locations

Recruitment and Selection of Participants

Focus Groups

Location• Comfortable atmosphere • Convenient and accessible

Environment• Comfortable • Inclusive of necessary:

• materials• lighting• temperature 

CultureAffects perceptions, behaviours, communication values and opinions. This must be considered during the planning process

Location, Environment and Culture

ADVANTAGES

FOCUS GROUPS

Synergy vs. Group Effect

Synergy Whole greater than the sum of its parts

Group Effect Participants interact with each other Ability to observe non-verbal cues Ability to investigate complex behaviours and motivations

Ability to observe “consensus” and “diversity” reactions of participants

Insights occur

Homogeneous Groups

Representative Sample

• The homogeneous nature of Focus Groups contributes toward increasing the Internal Validity of the study.

Pre-existing differences in knowledge, skill, ability and attitudes are minimalized.

Therefore, the difference in data is less likely to be attributed to individual differences

Focus Group Environment

Flexible Environment Allows for participants to relax and talk openly and honestly even about sensitive issues or difficult topics

ADVANTAGES CONT’D

The Moderator: Ensures conversation is always on track

Increases interviewee participation and involvement

- through encouraging participants to engage and

- the “Hawthorne Effect”

“Hawthorne Effect” – 1950

The Moderator’s presence and the motivational impact of the interest shown toward the participants increases involvement and engagement.

Other Advantages of Focus Groups

Cost effective Focus groups are less costly and involve less time* to conduct compared to other interview methodologies.

Ability to access target groups Important especially in the field of medicine where focus groups have the advantage not to discriminate against those who cannot read or write because of their verbal nature.

Focus Groups Limitations

Generalizability of findings

o Non-representative sample (non-random sampling)

o Selected on basis on convenience (threat to external validity)

o Artificial environment

External Validity Issues

Limitations/Disadvantages

Focus Groups Limitations Cont’d

Individuals interrupting each other Fear of judgment

conformity forced compliance

Polarization of ideas

Selective listening

Groupthink

Trying to please the moderator

Disadvantages of the Group Effect

Limitations/Disadvantages

Focus Groups Limitations Cont’d

Data coding

Transcribing and analyzing data

Difficult

Time consuming

Issues with Data Analysis

Limitations/ Disadvantages

Focus Groups Limitations Cont’d

Scheduling and attendance Limited time

Number of topics Probing questions

Requires highly trained moderators Finding a neutral location Employee productivity loss Confidentiality issues

Low-trust

Logistical issues

Limitations/ Disadvantages

Focus Groups: Ethical Issues

Confidentiality When participants know each other

Stress Experienced from discussing

sensitive topics Participants receiving incorrect info from other participants

Expectations for action not realized Regret & anger

Researcher should anticipate, describe, & address consequences

Ethics

Researchers must consider:

Focus Groups

Conclusion

While there are many qualitative research methods to choose from, focus groups have proven to be a formidable asset to social sciences and must be considered a strategic tool for Human Resources professionals.

References

Buggie, F. D. (1981). Focus groups: Searching for the 'right' product. Management Review. Carey, M. A., & Smith, M. W. (1994). Capturing the group effect in focus groups: A special concern in

analysis. Qualitative Health Research. Côté‐Arsenault, D., & Morrison‐Beedy, D. (2005). Maintaining your focus in focus groups: Avoiding

common mistakes. Research in nursing & health, 28(2), 172-179. Gettleman, L., & Winkleby, M. A. (2000). Using focus groups to develop a heart disease prevention

program for ethnically diverse, low-income women. Journal of Community Health, 25(6), 439-453. Hughes, D. L., & DuMont, K. (2002). Using focus groups to facilitate culturally anchored research. In

Ecological Research to Promote Social Change (pp. 257-289). Springer US. Ivey, J. (2011). Focus groups. 37(5), 250-251. Retrieved from http://uclhadolcancer.wikispaces.com/file/view/focus

groups Ivey.pdf . Kitzinger, J. (1995). Qualitative research. Introducing focus groups. BMJ: British medical journal, 311(7000),

299. Krueger, R. A., & Casey, M. A. (2000). A practical guide for applied research. A practical guide for applied

research. Langer, J. (2001). The mirrored window: focus groups from a moderator's point of view. Paramount Market Publishing. Morgan, D. L. (1996). Focus groups. Annual review of sociology, 129-152. Onwuegbuzie, A. J., Dickinson, W. B., Leech, N. L., & Zoran, A. G. (2009). Toward more rigor in focus

group research: A new framework for collecting and analyzing focus group data. International Journal of Qualitative Methods, 8(3), 1-21.

Powell, R. A., & Single, H. M. (1996). Focus groups. International journal for quality in health care, 8(5), 499-504.

Rennekamp, R. A., & Nall, M. A. (2006). Using focus groups in program development and evaluation. University of Kentucky Cooperative Extension, Lexington. http://www. ca. uky. edu/AgPSD/Focus. pdf.

Wagner, M. (2009). Planning successful focus groups. Retrieved from www.promotionswest.com .