Lecture 5

Question 1

5 Key characteristics of a Focus Group

Answer 1

1. People
   * Group size: 5-10 people per FG
2. With certain characteristics
   * Purposeful sampling homogeneity
3. Provides qualitative data
   * Opinions, behaviors, experiences no generalization
4. Focused discussion
   * 1,5-2,5 hours, interaction, guided by a moderator
5. On a tightly defined topic of interest
   * Information on group level – joint construction of meaning

Question 2

When to use focus groups?

Answer 2

• When your research question asks for a design that fits the need to:
• Explore range of ideas or feelings about a topic
• Understand differences between groups
• Uncover, through interaction, factors that influence opinions, behavior or
  motivation
• Gather ideas from a group of ‘experts’
• Doesn’t deal with sensitive personal issues

Question 3

Self-contained method (focus group)

Answer 3

principal source of data

Question 4

Supplementary method (focus group)

Answer 4

• Pre-test: preliminary data, construct a questionnaire, develop intervention program
• Follow up: discuss results, evaluate an intervention

Question 5

Multimethod study

Answer 5

In combination with interviews, observations, survey etc

Question 6

Strenghts FG’s compared to 1-on-1 interviews

Answer 6

(view note)

Question 7

Weaknessess of FG’s compared to 1-on-1 interviews

Answer 7

(view notes)

Question 8

Sample size FG

Answer 8

• Minimum 3-4 FGs per ‘group’ or ‘category’
• Until you reach saturation

Question 9

Recruitment FG

Answer 9

• Who do you need?
• How can you access them?
• How can you convince them to participate?
• What is the best time and location?
• Set date, time and location, beverages/snacks
• Over-recruit (1-2 people), invite and follow-up!

Question 10

Different roles in a focus group

Answer 10

• Researcher: prepares, analyses and observes
• Moderator: facilitates the discussion
• Assistant?: responsible for the logistics, incentives
  
  • Makes notes in case of failure of recording equipment
• Participant: participates in the discussion

Question 11

Moderator

Answer 11

• Able to create a safe and inviting environment and guide the group process
• Able to listen actively and carefully (and think simultaneously)
• Able to guide the discussion (soft or more directive)
• Alert for non-verbal communication
• Good, clear and precise communicator
• Able to ask for/invite further explanation

Question 12

Phases in group development:

Answer 12

• Forming: moderator should make people feel comfortable
• Storming: rules are being developed, guidance towards cooperation
• Norming: group cooperates, data collection, but moderator should pay attention to possible diversity
• Performing: the group interacts, moderator will observe and listen, most
  productive phase
• Adjourning: closing

Question 13

Experts (Participant’s role)

Answer 13

• ‘Self-appointed’, other can feel intimidated and defer to ‘expert’
• Moderator: underscore that everybody is expert, ask direct questions

Question 14

Dominant talkers (Participant’s role)

Answer 14

• Powerful, lengthy speech, interrupts others, questions others. Often sit opposite of moderator.
• Moderator: limit eye contact, body language, divert conversation

Question 15

Shy participants (Participant’s role)

Answer 15

• Shy but reflective, think first before they speak.
• Moderator: maximize eye contact, ask direct questions

Question 16

Ramblers (Participant’s role)

Answer 16

• Use a lot of words to come to the point (if they have a point)
• Moderator: discontinue eye-contact after 20-30 sec., body language, use silent moment to ask new question.

Question 17

Questions for which participant observation can be used as only method:

Answer 17

• How do museum visitors interact with one another?
• How do people use the different spaces in a theme park?
• How do customers act in a café?
• How do people working at events handle complaints?

Question 18

Questions for which participant observation can/should be used in addition to other methods:

Answer 18

• How do people experience an event?
  ⇒ Participant observation looking at the visible signs of their experiences, interviews to ask in-depth questions
• What do people like most in a museum?
  ⇒ Observing where they spend most time, and what their reactions are. Interviews to ask directly what they liked

Question 19

Reasons to participate:

Answer 19

• Conversations are possible
• Researcher can observe as regular participant, hiding his/her identity (and thereby avoid reactivity)
• Sometimes not possible NOT to participate
• Same experiences as participants: researcher becomes its own research object

Question 20

participation vs observation

Answer 20

(view notes)

Question 21

Covert research

Answer 21

Advantages:

• People are more ‘honest’
• Easier access (no need to ask
  permission)

Disadvantages:

• Ethically doubtful
• Difficult access to places that do
  not belong to role
• Limited choice of believable roles

Question 22

Overt research

Answer 22

Advantages:

• Ethically just
• No need to assume proper role

Disadvantages:

• Reactivity
• Permission for research may denied from gatekeepers

Question 23

Do I need permission to observe?

Answer 23

• Gatekeeper: someone who has the authority to grant you access
• Sponsor: someone within the group you want to study who is willing to both vouch for you and explain your presence to the other group members

Question 24

Reporting

Answer 24

• Reports of participant observation include detailed (thick description) and clear, unambiguous descriptions (but keep purpose in mind!)
• Descriptions of observations in your report serve a ‘proof’ for the soundness of your analysis.
• Clear distinction between description and interpretation/inferences (analysis)
• Pictures or other visualizations help your reader to understand the situation.