20101126 – Focus Group research methodology (UpFront Consulting)

A research method Focus group research is a qualitative research method. It seeks to gather information that is beyond the scope of quantitative research !mail and telephone surveys and the like". The term "focus group" is often used to describe many types of group discussions. Focus group research, however, is a true research method. As such, it uses a fairly standard methodology. Our methodology draws heavily on the work of Richard Krueger, from the University of Minnesota. The purpose of the methodology is to make sure that the information that is collected is not biased by the researcher, is a true representation of participants' feelings and beliefs, and is reproducible! in other words, if another researcher conducted the same focus group, he or she would obtain similar results. Question design The question path is open-ended, designed to gather ideas and opinions that are outside the scope of prepared questions, in addition to testing a series of prepared hypotheses. Participant selection Since focus group results are not quantifiable, rigid random selection is not always necessary. The best results are usually obtained when the group has some homogenous aspects, such as a common profession or interest. Group size Traditionally, focus groups of eight to ten participants were considered ideal & giving a variety of viewpoints while making sure that everyone has a chance to participate. A number of researchers are now working with 5 to 7-person groups, especially if the topic is complex, or if there is a lot of ground to cover. Facility The group should be held at a neutral site, so participants feel comfortable discussing sensitive issues. A focus group facility with observation area can be used if available, and if budget allows. Otherwise, any conference-style room can be used. An oval table is preferable, because it allows all participants to see and interact with each other. Refreshments of some type are usually served, to create an informal, comfortable atmosphere. Group length Most groups last from one and one-half to two hours. Groups with adolescents should be shorter, generally no more than one hour. Facilitator and observer The methodology we use includes the use of both a facilitator and an observer. The role of the facilitator is to keep the group on task, while making sure that divergent viewpoints and ideas are heard. The facilitator is also responsible for making sure that less vocal and less assertive group members have a chance to participate. The observer's role is to record the focus group, taking notes to supplement the audio and/or video record. The observer pays special attention to non-verbal cues that indicate agreement or disagreement, interest or disinterest, and the like. Reporting Shortly after the sessions, the facilitator and the observer prepare a narrative report. For some groups, where the information is needed quickly, a debriefing session is held immediately following the group, with facilitator, observer and client participating. Transcripts of the groups are sometimes produced as part of the record. Audio taping is standard, used by the researchers in writing the report and often reviewed by clients. Videotaping is also common; audio or video clips can be useful for sharing results when confidentiality is not an issue. Source: http://www.upfrontconsultingmn.com/assets/newsletters/Focus_group_research.pdf