{ Focus Groups An Assessment Tool in Student Affairs Image Retrieved from:

 A focus group is a qualitative research method  Open-ended responses  Dynamic  Gathers opinions, beliefs, and attitudes about topics of interest  Group discussion  Created to focus on a well defined purpose, idea or topic  Focus groups are a valid and reliable method for collecting data. Faculty have rated focus groups as more accurate, useful, and believable than either student ratings or written comments, although all three methods tend to provide similar impressions of overall quality. (Ory & Braskamp, 1981). Introduction

 Obtain individual’s perceptions  Learn new information about your campus community  Receive feedback on new ideas, products or plans  Develop and improve upon new or current initiatives  Create open communication Goals and Objectives Images Retrieved from: /learning-objectives/ /learning-objectives/

 Confidentiality of those involved (not anonymity)  Creating privacy among participants  Bias of the moderator  Leading questions  Providing participants to pass on a question or leave the Focus Group if they feel uncomfortable Ethical Considerations Retrieved from:

 Often called a “group interview”  Small group of 6-10 people led through an open discussion  Normally lasting minutes  Important tool for receiving and analyzing feedback about a decision, plan or initiative  NOT an educational session or workshop  NOT a platform for debate  NOT a brainstorming meeting Focus Groups Explained Retrieved from: collaboration-changing-the-way- we-work-and-learn #!GLFah collaboration-changing-the-way- we-work-and-learn #!GLFah

 1.) Planning  2.) Developing Questions  3.) Moderating  4.) Analyzing and Reporting Data Four Steps of the Focus Group

 Research your topic  Choose objectives and goals  Choose your participants and moderator  Think about demographic and their relationship or investment in your topic  Create buy in!  Get it on the calendar  Consider conducting more than one focus group, different people with the same questions  Reserve and set up your room  Consider offering food/drink  Provide name badges for participants  Use a note taker and/or recording device Step #1: Planning Images Retrieved from: PowerPoint Clip Art—Office.com tabase.com/why-hire-a-real-estate-agent- to-buy-a-new-home/safety-construction- hat/

 Keep goal(s) and objective(s) in mind  Avoid yes/no questions  Avoid using jargon or slang terms  Create 6-10 questions (5 main types)  1.) Opening  Quick, vague, simple that everyone can answer  Can act as an icebreaker/ introductory tool for participants  2.) Introductory  Introduces main topic  How, what and when  3.) Transition  Allows for further explanation and movement towards the main topic  “Tell me about your experience”  4.) Key  2-5 questions that drive the conversation  Use of pauses or probing  5.) Ending  Summary  “All Things Considered”  Final Step #2: Developing Questions Retrieved from: ls.blogspot.com/ ls.blogspot.com/

 Be prepared  Introduce yourself, and provide an introduction to participants  Show respect and impartiality to participants  Be emotionally detached  Be a moderator, not a participant  Remain objective and un-bias  Practice good listening  Remain actively engaged  Exercise mild control Step #3: Moderating Retrieved from: spot.com/2013/02/what-is-focus-group.html spot.com/2013/02/what-is-focus-group.html

 Do the analysis as soon as possible following the focus group  Collect all notes and recordings  Organize questions/ answers  Coding names and answers if necessary  Focus on responses to the key questions  Try to make comparisons to other focus groups with same questions  Look for patterns  Create an executive summary including any findings, implications and conclusions  Raw data  Descriptive statements  Interpretation Step #4: Analyzing and Reporting Data Retrieved from:

{{ When to Use…  Understanding opinions, attitudes or beliefs from a group of people  Investigate behaviors  Friendly, open and respectful research method  Testing reactions to people, ideas or product When NOT to Use…  You need statistical information  When working with sensitive or emotionally charged topics  Cannot ensure confidentiality  Want a clear consensus (not a debate) Tips for a Successful Focus Group

 Assessment in Student Affairs is a necessity in our ever changing field  Student Affairs Professionals are at the heart of their respective Institutions and Universities and can easily reach the student population  Focus Groups are a great way to engage your campus community  Offers students the opportunity to have their voice heard to peers and administrators  Receive candid responses  Create an open line of communication, creating effective solutions and fostering ideas for change How it Relates to Student Affairs Image Retrieved from:

 Focus Groups are a more personal way to connect with a sample population  They are effective ways to solicit opinions and foster means for improvement  Flexible atmosphere and can allow for open lines of communication  Several focus groups should be performed on the same topic  And are best when accompanied with other forms of research to retrieve a “whole picture”  Student Affairs professionals can benefit from this group collaborative style of research  Limitations include  Small or unreliable sample sizes  Group think mentality Implications and Limitations Retrieved from: pid=466734&sid= pid=466734&sid=

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 Braskamp, L.A. & Ory, J.C. (1994). Assessing faculty work: Enhancing individual and institutional performance. Jossy-Bass: San Francisco  Harrington M. & Hobbs M. (2008). FOCUS GROUPS: A Strategic Tool for Discovery and Assessment. [PDF]. Retrieved from: References