1. FOCUS GROUPS ...in 15 minutes*
07/16/96
FOCUS GROUPS ...in 15 minutes
Richard P. Enfield
County Director & 4-H Youth Development Advisor
UC Cooperative Extension
San Luis Obispo County
New ANR Academic Orientation
Sacramento, April 25, 2006 *

2. WHY USE FOCUS GROUPS Unique In-depth qualitative data*
07/16/96
Focus Groups - General
WHY USE FOCUS GROUPS Unique
Triangulation
In-depth qualitative data
CHANGES OVER THE YEARS
Research is dynamic
Methods for analysis
Non-researchers 1 *

3. Focus Groups - Characteristics*
07/16/96
Focus Groups - Characteristics
Involve people
Often conducted in a series
Target audience
A data collection procedure
Make use of qualitative data
Have a focused discussion 2 *

4. Focus Groups - Uses Before a program begins During a program*
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Focus Groups - Uses
Before a program begins
During a program
After a program ends 3 *

5. Focus Groups - In Relation to Qualitative Research Procedures*
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Focus Groups - In Relation to Qualitative Research Procedures
Can precede quantitative procedures
Can be used at the same time as quantitative procedures
Can follow quantitative procedures
Can be used alone 4 *

6. *
07/16/96
Focus Groups - Results
VALIDITY
GENERALIZING 5 *

7. Focus Groups - Advantages*
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Focus Groups - Advantages
Socially oriented research procedure
Able to increase sample size of qualitative studies
Allow for flexibility & probing
May offer quick results
High “face” validity
Relatively low cost 6 *

8. Focus Groups - Limitations*
07/16/96
Focus Groups - Limitations
Less control than individual interviews
Data may be more difficult to analyze
Technique usually requires carefully trained interviewers
Must be conducted in an environment conducive to conversation
May be difficult to assemble
Can vary considerably 7 *

9. Focus Groups - Questions*
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Focus Groups - Questions
Opening
Introduction
Transition
Key
Ending 8 *

10. Focus Groups - Data Gathering*
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Focus Groups - Data Gathering
Sequencing questions to allow maximum insight
Capturing and handling data
Coding data
Participant verification
Debriefing
Sharing reports 9 *

11. Focus Groups - Analyzing Results*
07/16/96
Focus Groups - Analyzing Results
Must be verifiable
Must be focused
Must have the appropriate level of interpretation
Must be practical
Improved by feedback 10 *

12. *
07/16/96
Resources
Focus Groups: A Practical Guide for Applied Research. By Richard A. Krueger, Sage Publications.
Focus Group Fundamentals. Methodology Brief, PM 1969 b, Iowa State University Extension, May extension.iastate.edu/Publications/PM1969B.pdf
Richard Enfield, *