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Steps to Carry Out a Focus Group Meeting
Define the Research Agenda -- As with any research methodology, a clear statement of the problem or research questions is required before choosing participants and before devising the questions to be asked of them. The research agenda will define the desired outcomes, which in turn determine the information to be obtained through the focus group. Devise the Interview Guide -- The interview guide, or protocol, lists the questions to be covered during the focus group session. The questions stem from the research requirements. Most protocols consist of 12 questions or fewer. Wording should be straightforward and comprehensible to the participants. In general a good set of questions will test degree of awareness, attitudes toward the issue(s), the reasons for the attitudes, and suggestions for improving the product or service. Choose Participants As with a survey, a population must be defined and a sample frame compiled. The population depends on the research objectives. It may range from a subset of clients of a small agency to the entire population of the country. The population available for sampling constitutes the ³sample frame.² Since it is inappropriate to generalize focus group findings to the population, there is no need to select a sample that is representative of the population. In fact, it is often wise to choose a purposive sample to ensure different types of people are represented (e.g., both sexes, minorities). Recruit Participants -- A place and time for the meeting must be established prior to recruiting. The place should be in reasonable proximity to where potential participants live or work, and the time should be chosen to minimize inconvenience to participants. Specially designed facilities with taping capabilities and one-way glass are available, but small conference rooms in hotels or office buildings often work just as well. Persons in the sample frame are contacted (usually by phone) and asked to participate in the focus group session. It is customary to offer an incentive for participation. Typically $25 or so is offered. Conduct the Focus Group -- A good moderator is chosen. She/he creates a comfortable environment where all participants feel free to express their opinions without being judged, and keeps the discussion on track to ensure the needed information is gathered. Invariably, the best way to begin the discussion is asking the participants to introduce themselves. This breaks the ice and gets everyone involved. The topic is then introduced very generally and the first question is posed. Once the moderator feels comfortable that the topic has been covered well and that everyone has had a say, the next question is posed. Each question is addressed. The session should be tape recorded. Summarize Focus Group Results As soon as possible after the meeting, the taped proceedings should be transcribed. The transcript should show each question (in order) and the groupıs response, using exact words to the greatest extent possible. When all focus group sessions are completed, conduct an overall analysis of the results with a close eye on the evaluation issues.
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André Paradis Tel: (905) 335-0307 Fax: (905) 335-0080 andre@measureresults.com Webmaster |