1. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Analytical methods for Information Systems Professionals Week 9 Lecture 1 Focs Groups

2. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Today’s objectives To give an overview of focus groups as a qualitative method of data collection To observe how a focus group works

3. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Four Basic uses of Focus Groups Academic research Product marketing Evaluation research Quality Improvement Problem identification Generating research questions Generating new product ideas Needs assessment Identifying opportunities PlanningResearch Design Developing new products Program development Planning intervention Implementati on Data collection Monitoring customer response Process evaluation Assessment intervention AssessmentData analysisRefining product or marketing Outcome evaluation Assessment redesign

4. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. What are focus groups? A qualitative research method Group interviews Planned and focused Combined with other qualitative methods Combined with other quantitative methods

5. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. What are focus groups? Historically used for political image management and market research Used increasingly in academia Are a developing technique Are important for seeing multiple points of view

6. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Considerations When to use a focus group Size and sampling Composition Selection of participants Moderation/facilitator Data analysis methods Ethical issues The power of the focus group

7. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Barbour R S and Kitzinger J. Ch1. The challenge and promise of focus groups. Developing focus group research. London, Sage. 1999. You will need to understand this in any use of focus groups or discussion of them in assignments or the exam For discussion of these issues, see

8. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Developing questions Opening – purpose/rationale, grouidn rules Introductory question Transition questions Key questions Probe questions Endin/summary questions Unplanned questions

9. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Moderating a focus group What does the moderator do? Asks probing questions, Promotes discussion Keeps discussion focused on the problem Prepares location, equipment etc Handles individual differences in the group Records the session

10. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Moderating a focus group A moderator needs to have: A sound understanding of the problem Good listening skills Good interpersonal skills Good facilitating skills A non-judgmental approach And to have the location and equipment prepared

11. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Tools for analysis and reporting Recording equipment –Tape recorder –Video –Paper –Flip charts, white boards Transcribing equipment Analysis software

12. Introduction Introduction. Problem. Literature. Data. Quantitative. Qualitative. Presentation. Cases. Things to consider Be sceptical of all research methods Good moderating is essential Teamwork produces good focus groups The research team can learn from the participants There are many possible ways to carry out focus groups