The document discusses focus groups and interviews as methods for data collection. It provides information on the purposes of focus groups which include assessing opinions, understanding effects of products, and improving products. It also discusses different types of focus groups such as commercial, educational, and academic. The document then discusses procedures for conducting focus groups which involve selecting participants, explaining purposes, and conducting structured sessions. It also provides information on the purposes, types, and process of conducting interviews for data collection.

1. Focus groups and Interviewing:
making data collection work for
you
Paul Ilsley

2. Purposes of Focus Groups
• To assess opinions
• To understand effects of products on
individuals.
• To improve products
• To collaborate and build upon opinions
• To arrive at consentual awareness

3. Types of focus groups
• Commercial
• Educational
• Civil
• Academic
• Combinations

4. Formats of focus group
• Structured
• Unstructured
• Semi-structured

5. Procedures for focus groups
• Select participants. Each one should have a stake
in the topic.
• Explain the purposes in advance.
• Send material before the session, if warranted.
• Conduct the session(s)
– Introductions
– Explanation of purposes
– Stay on track and encourage free discussion
• Follow up

6. Interviews…
• …are used for many purposes
• …can be conducted in many ways
• …require lots of skill and practice
• …are a common feature of modern research

7. Purposes of interviews
• Employment
• Academic
• Phenomenological
• Consensus
• Purposive

8. Types of Interviews
• Structured
• Unstructured
• Semi-structured

9. Types of interview questions
• Background
• Opinion-seeking
• Fact-seeking
• Reaction-seeking
• Probative

10. Interview process
• Establish the goals and objectives in
advance
• Determine the proper interview format,
style, and procedures
• Inform and gain consent from interviewee
• Conduct interview accordingly
• Follow up by transcribing tapes
• Repeat process

11. The tricky business of interviews:
Overcoming Barriers and Probs
• Not listening • Inapropriate format
• Too much talking • Poor ethics
• Poor probing • Interference
• Wrong style • Poor communication
• Power issues interfere of purposes
• Noisy • Unethical practices
• Equipment failure • Other

12. Pathways for improving
interviewing
• Practice
• Listen to the tapes
• Recognize mistakes
• Change