Focus Groups as Assessment Tools Marie L Radford

Focus Groups as Assessment Tools Marie L. Radford, Ph. D. , Associate Professor, Rutgers University mradford@scils. rutgers. edu LAMA/MAES Using Measurement Data for Library Planning & Assessment Committee “Got Data, Now What? Analyzing Focus Groups and Usability Study Results” ALA, Chicago, June 26, 2005 1

Participants How many have conducted FG & have data to analyze? l How many are planning FG? l How many are considering FG? l How many are skeptical of value of FG? l 2

AGENDA l l l Phase 1: Planning Phase 2: Conducting Focus Groups Phase 3: Analysis of Focus Group Data Phase 4: Reporting Results Using Focus Group Results in Strategic Planning 3

What is a Focus Group? “A focus group is an in-depth, face-to-face interview of a group of 8 to 12 people representing some target group and centered on a single topic. ” (Zweizig, Johnson, Robbins, & Besant, 1996) 4

Advantages of Using FG for Strategic Planning l l In-depth understanding of experiences & meanings. Better data – synergy created: l l l Comments stimulate others Unexpected insights More complete info. Elicit strong & common opinions Less inhibiting, less formal. Access needs of under-served or underrepresented groups. 5

Disadvantages Lots of planning & administration time! Skilled moderator required l Participants may be too quiet or too outspoken l Analysis, summarization & interpretation of responses may be difficult l Tape transcription - time consuming & costly l 6

Limitations Difficult to generalize l May not be representative l Analyzes perceptions, not facts l Subjective analysis (reliability requires more than 1 person) l Compensate by combining methods (surveys/observation) l 7

Phase I: Planning Crucial phase! l Communicate to stakeholders l Determine role of FG in overall assessment l What info. is needed? l Identify key issues Choose moderator & assistant (see handout) l l 8

More Planning l Identify target group(s) l l l Decide # of FG, 3 -4 per targeted population Identify pool Recruit volunteers l l Plan 8 -12 per group (over-recruit & remind) Offer reward (e. g. , free copycard, food) Seek representative members Form homogeneous groups: l Academic (e. g. , faculty, undergrads, grad. students) l Public (e. g. , adults, teenagers, non-users) 9

Yet More Planning… l Design FG guide, include: l l l Consider modified FG (see handout) Plan schedule (1. 5 -2. 5 hours each) l l l Introduction (purpose, ground rules) Ice breaker or warm-up set of questions Relevant major/probe questions (4 -5) Summary or closing When & Where Choose notes or tape recorder Choose method of data analysis 10

Phase II: Conducting Focus Groups l Bring/check supplies l l l l Flip chart, markers, masking tape, etc. If taping check equipment & have back-up Start on time, don’t waste time Begin by creating safe climate Obtain permission to use info. & if taping Help quiet people talk, limit talkative people Thank them! 11

Phase III: Analysis l l l Listen/transcribe tapes Review notes Ways to analyze data: l Use data to identify categories l l Repeated reading/listening Code data into pre-determined categories Use data as basis for summary statements “capture the essence” Modified FG already identifies priorities 12

Analysis, Cont. l l Compare across focus groups Compile & summarize Look for trends or problems to study Do not overgeneralize from results! 13

Phase IV: Reporting Results l Parts of Report l Bulleted executive summary l Statement of purpose l l List of issues Method (keep it brief!) l l l How data collected How analyzed Describe participants 14

Parts of Report, Cont. l l Summary of findings: l What said each issue l Consensus? l Comparison of groups Sample quotes (anonymous) l Few, well chosen, representative Interviewer’s impressions Recommendations: l Short term (low hanging fruit) l Long term 15

Library Strategic Planning Examples l Academic l Rutgers University Libraries l l l Major part of strategic planning initiative. Focus groups of students & faculty. 3 Campuses. 3 Moderators, 3 Assistants. Recruitment difficulties. Results extremely useful. 16

Public Library Example l Brooklyn Public Visual & Performing Arts Library l l Inform building project. Large urban library system. FG of community groups, artists, art educators. Report used in informing decision making, fund raising, & strategic planning. 17

Presenting to Administrators l For written or oral presentation l l Brevity is important Put your best foot forward! Highlight: l Positive results l Strategic directions l Major concerns Begin & end with quotation Bulleted executive summary may be all that is read (!) 18

Using Results for Strategic Planning l l Allow sufficient time to review results Use missions, goals for guidance Look at short & long term recommendations Prioritize recommendations 19

Using Results Cont. l l l Gain consensus Establish task forces or assign responsibilities Establish objectives, target dates Establish regular (6 mo. or annual) review process Create assessment plan 20

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For More Information… l See list of books & articles. l Questions? ? l Thank you! 22