FOCUS GROUPS 2 According to Edmunds (1999), focus group interviews “... are either guided or unguided discussions addressing a particular topic of interest or relevance to the group and the researcher.”

WATCH YOUR CARBS: THE “TATOR” CREW The agi tator

WATCH YOUR CARBS: THE “TATOR” CREW The dic tator

WATCH YOUR CARBS: THE “TATOR” CREW The commen tator

WATCH YOUR CARBS: THE “TATOR” CREW The spec tator

WATCH YOUR CARBS: THE “TATOR” CREW The hesi tator

WATCH YOUR CARBS: THE “TATOR” CREW The facili tator

The imi tator WATCH YOUR CARBS: THE “TATOR” CREW

REVIEW History World War II Focus groups became a staple of marketing in the 1950s Rediscovered by social scientists in the 1980s The focus group revival during the Clinton era

REVIEW Qualitative method/critique Qualitative research examines how people attribute “meaning” and “interpret” their world. Should not generalize to a larger population Beware of the “Artificial” element

DESIGNING A FOCUS GROUP Clearly define your objective experiences knowledge opinions How does a focus group relate to the larger project? 9 – 12 members Location/time Incentives? How will you record and analyze the data?

QUESTIONNAIRE Questions should be carefully sequenced Questions- - from general to specific, from less sensitive to more sensitive Structured to be how or what questions. Avoid “Why do you...?” - - unless your goal is to note “rationalizations”

QUESTIONNAIRE Multiple groups/multiple facilitators- advisable to use a structured or semi- structured format Progressive reiteration of “question relevancy” enhances validity

QUESTIONNAIRE Opening question- introduces and frames the topic sets the tone of the discussion provides participants time for self-reflection provides all participants an opportunity to contribute identify characteristics that participants have in common- - nurtures conversation assists in the discussion of sensitive topics

QUESTIONNAIRE Final question individual perspectives may change during the discussion (changes should be noted and can be addressed in a final question) participants should be given an opportunity to clarify and summarize their thoughts

FACILITATING A FOCUS GROUP Facilitators should explain the purpose and operation of the group Introductory activity optional (e.g., their favorite hobby, occupation, etc.) Primary goal is to nurture an atmosphere which encourages subjects to speak freely

FACILITATING A FOCUS GROUP Short question-and-answer discussion- ask a question with an open forum ask each member the same question and then allow for group discussion. Sensitive issues, such as drug use, deviant behaviors, mental health issues, etc. approach the issue in broad terms to provide opportunity for more specific issues and responses.

FACILITATING A FOCUS GROUP Verbal and non-verbal communication Dramaturgical principle Dramaturgical awareness Four possibilities an individual does not care how he/she is seen by others an individual exudes an impression unintentionally an individual wishes to communicate with others how he/she experiences the world an individual consciously attempts to make a “specific impression” on others

REFERENCES Brissett, Dennis and Charles Edgley 1990 Life as Theater: A Dramaturgical Source Book. Second edition. New York: Aldine de Gruyter. Berg, Bruce L Qualitative Research Methods: For the Social Sciences. Fifth edition. Boston: Allyn and Bacon. Edmunds, H The Focus Research Handbook. Thousand Oaks, CA: Sage.

NESSE- THE NINE Question 9a- Preparing for class (studying, reading, writing, doing homework or lab work, analyzing data, rehearsing, and other activities related to your academic program). Mean differences for Fr UCO-2006 Urban (-.29) 2006 UCO-2006 Carnegie (-.36) 2006 UCO-2006 NSSE (-.58) The nine series value labels (hours per week): 1= 0, 2= 1-5, 3= 6-10, 4= 11-15, 5= = 21-25, 7= 26-30, 8= 30+