FOCUS GROUPS AS A RESEACH METHOD: Will Reid –LJMU Learning and Information Services Elena Zaitseva, Beth Mithcell -CETL

Introductions Principal Information Officer –Off campus and partnerships, subject support for Languages and Business Information and oversee User Education issues.

Principal Information Officer –Off campus and partnerships, subject support for Languages and Business Information and oversee User Education issues.

Outline Focus groups as a research method How to run focus groups A case study to look at (questioning skills) Not discussing data analysis this time

Focus groups as a research method

How to run focus groups

A case study to look at (questioning skills)

Not discussing data analysis this time

The big fear..…? http:// www.youtube.com/watch?v =rLl7xZU3iXk

What is a focus group? … a group of individuals selected and assembled by researchers to discuss and comment on, from personal experience, the topic that is the subject of the research (Powell et al 1996: 499). FG is a form of group interviewing, but there are differences between the two FG relies on interaction within the group

… a group of individuals selected and assembled by researchers to discuss and comment on, from personal experience, the topic that is the subject of the research (Powell et al 1996: 499).

FG is a form of group interviewing, but there are differences between the two

FG relies on interaction within the group

When to use focus groups? Can be used at any stage of research or evaluation as a method in their own right or as a complement to other methods : For preliminary/exploratory study (to generate hypotheses etc.) During study To assess results/generate further programme of study To develop other research tools (questionnaires) For data triangulation and validity checking

Can be used at any stage of research or evaluation as a method in their own right or as a complement to other methods :

For preliminary/exploratory study (to generate hypotheses etc.)

During study

To assess results/generate further programme of study

To develop other research tools (questionnaires)

For data triangulation and validity checking

Why use focus groups? A method to obtain data on respondents’ attitudes, feelings, beliefs, experiences and reactions in a way in which would not be feasible using other methods FG enables to gain a larger amount of information in a shorter period of time (time saving)

A method to obtain data on respondents’ attitudes, feelings, beliefs, experiences and reactions in a way in which would not be feasible using other methods

FG enables to gain a larger amount of information in a shorter period of time (time saving)

Why use focus groups? Useful when there are power differences between the participants and decision-makers (less intimidating for participants) Useful when one wants to explore the degree of consensus on a given topic Opportunity to get insight into the ways in which individuals are influenced by others in a group situation

Useful when there are power differences between the participants and decision-makers (less intimidating for participants)

Useful when one wants to explore the degree of consensus on a given topic

Opportunity to get insight into the ways in which individuals are influenced by others in a group situation

Benefits for participants The opportunity to be involved in decision making processes If FG research is of an applied nature, empowerment can be achieved FG gives them a chance to explain their point of view Could enhance their understanding of a topic/issue through interaction

The opportunity to be involved in decision making processes

If FG research is of an applied nature, empowerment can be achieved

FG gives them a chance to explain their point of view

Could enhance their understanding of a topic/issue through interaction

Drawbacks…. Practical arrangements Not fully confidential Facilitator could have a limited control over discussion Difficult to identify individual view from group’s view

Practical arrangements

Not fully confidential

Facilitator could have a limited control over discussion

Difficult to identify individual view from group’s view

How to attract participants Most ethical way – to ask volunteers Use a clear, understandable language explaining the purpose of your study and (possible) benefits for the participants Some incentives could be used (coffee and biscuits, book vouchers), but be careful!

Most ethical way – to ask volunteers

Use a clear, understandable language explaining the purpose of your study and (possible) benefits for the participants

Some incentives could be used (coffee and biscuits, book vouchers), but be careful!

What does facilitator need? Organisational skills Rapport building skills Questioning skills Ethical procedures in place

Organisational skills

Rapport building skills

Questioning skills

Ethical procedures in place

Organisational skills Equipment Method of recording Clock Interview guide Time management About 8 participants Anticipate distractions Summarise key points at the end Facilitate whole group involvement Do listen to the "loudmouth”

Equipment

Method of recording

Clock

Interview guide

Time management

About 8 participants

Anticipate distractions

Summarise key points at the end

Facilitate whole group involvement

Do listen to the "loudmouth”

Building Rapport Use the participant’s own words Summarise/ paraphrase Nod and make affirmative sounds Tilt your head slightly Maintain a high level of eye contact Avoid giving your own opinion Avoid interruptions

Use the participant’s own words

Summarise/ paraphrase

Nod and make affirmative sounds

Tilt your head slightly

Maintain a high level of eye contact

Avoid giving your own opinion

Avoid interruptions

Questions Try to ask open questions Avoid ‘double-barrelled’ questions Avoid leading questions Have a general question at the end Clarify responses you do not understand

Try to ask open questions

Avoid ‘double-barrelled’ questions

Avoid leading questions

Have a general question at the end

Clarify responses you do not understand

After the Focus Group Write down any observations you have about the FG Make notes on your notes (so you can read them later)

Write down any observations you have about the FG

Make notes on your notes (so you can read them later)

Ethical considerations Ethical approval Informed consent Obtain permission to record If possible do not interview your own students or students you know Establish/make it clear who will have access to the information at what level

Ethical approval

Informed consent

Obtain permission to record

If possible do not interview your own students or students you know

Establish/make it clear who will have access to the information at what level

Case Studies New Social Learning Zone. Having introduced anew SLZ management were keen to get face to face feedback quite promptly prior to official opening. Cross faculty, cross level QAA Survey Student Experience Review

New Social Learning Zone.

Having introduced anew SLZ management were keen to get face to face feedback quite promptly prior to official opening. Cross faculty, cross level

QAA Survey

Student Experience Review

FG Questions – for discussion Are you satisfied with the project so far? Did you experience personal difficulties while being mentor? Did you manage to achieve a rapport with your mentee? How often you were online, checking the questions of your mentee? What do you think you did right and what wrong? Do you want to participate in the programme in the next semester?

Are you satisfied with the project so far?

Did you experience personal difficulties while being mentor?

Did you manage to achieve a rapport with your mentee?

How often you were online, checking the questions of your mentee?

What do you think you did right and what wrong?

Do you want to participate in the programme in the next semester?