Focus Groups EM 183 DR BILL Y WONG

Focus Groups EM 183 DR BILL Y WONG FEBRUARY 2020

What is a focus group? (1) • A focus group is often a small group discussion guided by a trained leader; it is a research method used to learn more about opinions on a specific topic • Terminologies: focus group, group discussion, focus group discussion, group interview?

What is a focus group? (2) • Focus group – a type of group interview. Discussion takes place around a topic and interaction is between the participants. • It is ‘…the participants’ rather than the researcher’s agenda can predominate. It is from the interaction of the group that the data emerge. ’ • Cohen & Manion (2000, p. 288) • Data through collective dialogue

When to use focus groups? • ‘[1]When interaction among interviewees will likely yield the best information, when interviewees are similar and cooperative with each other, [2]when time to collect information is limited, and [3]when individuals interviewed one to one may be hesitant to provide information’(Creswell, 1998, p. 124).

What is the difference between an individual interview and a focus group?

Differences between individual interviews & focus groups Individual interview Focus group Can be over the phone/internet Group setting Interviewees tend to be consistent in their opinions Target population Interaction is between respondent and interviewer Interviewer uses more probes Easier to keep respondent on track Participant responds only to questions asked In-person Participants change their mind and shift opinions Participants interact with each other Challenging to keep group on track Participants respond to questions as well as other’s comments

Focus groups: Things to consider • Recruitment • How do you select your sample? (based on similarities or differences? ) • Combination of people in a focus group • Over-recruitment & incentives • Organisation of discussion • • Order of questions How will you capture the discussion? Managing dynamics Location, seating and recording devices • Ethical considerations • Informed consent • Data handling & confidentiality Questions for yourself Who can help you to answer your research questions? Who has interesting and useful insights into this issue? How will you make contact with them?

How to conduct a focus group? When the group meets: • Thank people for coming Introduce the process • • • Explain the purpose, sponsorship if applicable Lay out guidelines, e. g. time, respect ‘Rules’ and ‘responsibilities’ Be clear on the topic(s) of discussion Make introductions Specify that you are interested in thoughts not decisions

Getting Started • Set up the room according to number of people (including recording devices) • Provides a smooth introduction of 3 -5 minutes 1. 2. 3. 4. 5. Helpful Tips – Things you can say to your participants Your comments are confidential. We are taking notes, but not names. Please be respectful of others and the opinions given. Please speak up so we all can hear you. (For recording purposes) Everyone gets a chance to talk. There are no wrong answers; all comments are important. Please let me know if you have any questions.

Additional start-up suggestions • Reviews the group’s purpose and goals • Explains how the discussion will proceed, and how members can contribute • Sets the tone by asking an opening question (such as, “tell us a little bit about yourself”)

Facilitator role (1) 1. Is familiar enough with the questions that they can ask participants in a conversational manner 2. Gives an appreciative welcome and close that acknowledges the participants for giving their time and ideas 3. Avoid active participation, sharing own views, or engage in the discussion 4. Be careful with empathetic responses that might lead them to believe there are right and wrong answers 5. Ask only one question at a time, even if other questions are related

Facilitator role (2) 1. Ask people (wherever possible) not to talk over one another – if this happens it’s not transcribe-able 2. Ensure ‘quieter’ participants are encouraged to participate or offer the opportunity to express their views. Promote everyone’s participation 3. Strike a balance between the flow of the conversation and the questions to be asked and discussed. 4. Let people follow a full train of thought, even if they are answering several questions 5. Neutral/unbiased/non-judgmental

Facilitator role (3) 1. Encourage participants to talk with one another not you 2. Reduce influence of individuals who dominate 3. Maintain eye contact and friendliness 4. Take short notes for later discussion 5. Be flexible (especially discussion topics)

Probing questions • Would you like to give an example? • Can you elaborate on that idea? • Can you tell me more about that? • Would you explain that further? • I’m not sure I understand what you’re saying… • Is there anything else? • That’s really interesting, have other people had that experience? • What do other people think? Do we all agree or…

Use of probes Be neutral: don’t react for or against anyone’s statement Body language: nodding head, continued eye contact Vocalisations: “uh, huh…”; “yes…oh, okay…” Reflecting back: “what I understood you to say was…”; “Let me see if I understood you correctly…” Clarification: “I’m not sure I understand… can you tell me more…”; “Can you tell me more about why you think it is important” Other examples: “Is there anything else…”; “Could you explain that to me… I want to be sure I understand…” Timing: Listen for natural breaks in the conversation or repetition before you move on to the next question.

Priority: Help your participants engage into the discussion and feel comfortable speaking and sharing their thoughts

Some potential pitfalls 1. Dominance by one person 2. Going off topic 3. Writing up – sometimes it’s hard to see that there was more than 1 person in the room at the time! – analysis and writing is on the basis of group discourse, not individual discourse Any other potential pitfalls?

Focus group data: transcription • Takes much longer than transcribing individual interviews • Help with the transcription process – ask participants to go around room and either say their name or choose a pseudonym • Level of voice is really important – ask participants to speak up • Ask participants to try and not talk over one another – if this happens it is difficult to transcribe

Is focus group a suitable method for your Ph. D? Why? / Why not? What would be your ‘opening’ question if you were to do a focus group?

Useful references • Barbour, R. (2018). Doing Focus Groups. London: SAGE. • Creswell, JW. (1998). Qualitative Inquiry and Research Design Choosing Among Five Traditions. Thousand Oaks, CA: Sage Publications. • Cohen, L. , Manion, L. & Morrison, K. (2007) Research Methods in Education. Abingdon: Routledge 6 th Edition. • Finch, H. & Lewis, J. (2003). Carrying out qualitative analysis. In J. Ritchie and J. Lewis. Qualitative research practice: a guide for social science students and researchers, (pp. 170 -198). London, UK: Sage Publications Ltd. • Finch, H. , Lewis, J. , & Turley, C. (2014) Focus Groups. In J. Ritchie, J. Lewis, C. M. Nicholls and R. Ormston. Qualitative research practice: A guide for social science students and researchers, (pp. 211 -242). London, UK: Sage Publications Ltd. • Krueger, R. A. & Casey, M. A. (2015). Focus Groups: A Practical Guide for Applied Research. London: SAGE • Savin-Baden, M. & Howell-Major, C. (2013) Qualitative Research. The essential guide to theory and practice. Abingdon: Routledge.