Focus groups : a practical guide for applied research
Richard A. Krueger
Bok · Engelsk · 2015
| Medvirkende | |
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| Omfang | XX, 252 sider : illustrasjoner
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| Utgave | 5th edition
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| Opplysninger | Preface -- How is the edition different? -- What have learned? -- Acknowledgments -- 1. Overview of focus groups -- The focus group is a special type of group -- The story behind focus group interviews -- Why do focus groups work? -- Characteristics of focus groups -- Focus groups involve people -- The people possess certain characteristics -- Focus groups provide qualitative data -- Focus groups have a focused discussion -- the use of focus groups -- Focus groups can help with decision making -- Focus group can guild program, policy, or service development -- Focus groups can help capture insight on behavior -- Focus groups can provide insight on organization concerns and issues -- Customer satisfaction -- Organizational development -- Understanding employee concerns -- Planning and goal setting -- Needs assessment -- Quality movements -- Polity making and testing -- How focus groups can be used with other research methods -- Criticisms of focus groups -- Focus group participants tend to intellectualize -- Focus groups don't tap into emotions -- Focus group participants may make up answers -- Focus groups produce trivial results -- Dominant individual can influence results -- You can't depend on the results of focus group research -- 2. Planning the focus group study -- Determining the purpose -- Deciding whether focus group interviewing is the right method -- when to use focus group interviews -- Determining what types of people can give you the information you want -- Determining how many groups to conduct -- Balancing the design with the resources available -- Designing the focus group study -- Single-category design -- Multiple-category design -- Double-layer design -- Broad-involvement design -- Large-scale design -- Implementing in phases -- Planning with analysis in mind -- Listening to your target audience -- Considering consent, human subjects, and ethics -- Developing a written plan and determining resources needed -- Anticipating problems -- 3. Developing a questioning route -- Qualities of good questions and a good questioning route -- Evoke conversation -- Use words the participants would use when talking about the issue -- Are easy to say -- Are clear -- Are short -- Are usually open-ended -- Are one-dimensional -- Include clear, well-thought-out directions -- A good questioning route -- Categories of questions -- Opening question -- Introductory questions -- Transition questions -- Key questions -- Ending questions -- Strategies that evoke conversation -- Begin the conversation before the focus group begins -- Have a pocketful of conversational questions -- Use a checklist for conversational questions -- Use strategies to encourage conversation -- Tell them you would like a discussion -- Pause and look at participants -- Questions that engage participants -- Listing things -- Rating items -- Choosing among alternatives: pilot-testing ideas -- Picture sorting -- Drawing a picture -- Drawing a diagram or flow chart -- Mind mapping -- Using your imagination -- Developing a campaign -- Doing something before the focus group -- Listening to the brain or the heart -- The process we use to develop a questioning route -- Step 1. Brainstorm -- Step 2. Sequence the questions -- Key questions firs, then work backwards -- General questions before specific questions -- Positive questions before negative questions -- Uncued questions before cued questions -- Group insights before expert research, then group reflection -- Step 3. Phrase questions -- Use open-ended questions -- Ask participants to think back -- Avoid asking why -- Keep questions simple -- make questions sound conversational -- Be cautious about giving examples -- Step 4. Estimate time for each question -- Step 5. get feedback from others -- Step 6. Revise the questions -- Step 7. Test the questions -- Changing questions: the importance of consistency -- Circumstances when questions might change -- 4. Participants in a focus group -- The purpose drives the study -- Sampling procedures for focus groups -- The composition of the group -- The size of a focus group -- Strategies for finding participants -- Lists -- Nominations -- Snowball sample -- Piggyback focus groups -- Focus groups on location -- Screening and selection services -- Random telephone screening -- Organizational recruiting -- Ads or announcements in newspapers and on bulletin boards -- Selecting participants -- Step 1. Set exact specifications: the screens -- Step 2. Carefully design the recruiting process -- Step 3. Generate a pool of names of potential participants -- Step 4. Randomize names in the pool to reduce bias -- No selection process is perfect -- Recruiting strategies -- 1. Think through and practice the invitation -- 2. Set the meeting date, time, and location -- 3. Make personal contacts with potential participants -- 4. Send a personalized confirmation letter -- 5. Make a reminder phone contact -- Incentives to participate -- Money as an incentive -- Nonmonetary incentives -- Unique recruiting advantages of public and nonprofit organizations -- 5. Moderating skills -- What's needed when planning --Selecting the right moderator -- The right moderator respects the participants and shows it -- The right moderator understands the purpose of the study and the topic -- The right moderator communicates clearly -- The right moderator is open and not defensive -- The right moderator is the one who -- Can get the most useful information -- Using a moderating team -- What's needed just before the group -- Mental preparation -- Precession strategy -- Snacks and meals -- People who haven't been invited -- What's needed during the group -- Capturing the group discussion -- Beginning the focus group discussion -- Welcome -- Overview of the topic -- ground rules -- Opening question -- Anticipating the flow of the discussion -- Giving license to expressing differing points of view -- Two essential techniques: the pause and the probe -- Experts, dominant talkers, shy participants, and ramblers -- Responding to participant comments -- head nodding -- Short verbal responses -- Short verbal responses -- Humor -- Incorrect or harmful advice -- Responding to participants' questions -- Questions before the focus group begins -- Questions after the introduction -- Questions during the focus group -- Questions at the conclusion of the group -- How to answer participant questions -- Be ready for the unexpected -- Nobody shows up -- Only a few attend -- The meeting place is inadequate -- the group doesn't want to talk -- The group gets so involved that they don't want to leave -- Hazardous weather occurs just hours before the meeting -- The early questions take too much time, leaving little time for the final questions -- Concluding the focus group -- 6. Analyzing focus group results -- The purpose drives analysis -- Understanding analysis -- Analysis is systematic -- Analysis is verifiable -- Analysis is sequential -- Analysis is continuous -- How focus group analysis is different -- The analysis process -- 1. Decide who will coordinate the analysis -- 2. Look over your questions, and specifically think about analysis -- 3. Anticipate the discussion -- 4. Use multiple strategies for data capture -- 5. Work with the note taker to ensure the right data are captured -- 6. Some analytic tasks occur during the focus group -- 7. Debrief soon after group -- 8. List, file, copy, and document all materials -- 9. Decision: should you transcribe? -- 10. Begin the coding process -- Prioritizing the analytic themes -- 12. Write the report -- Forms of data -- Transcript based -- Abridged transcript -- Note based -- Memory based -- Preparing focus group transcripts -- The classic analysis strategy -- Analyzing via computer -- Analysis with transcripts -- Analytic frameworks -- some tips to consider -- Know what is needed in your environment -- Being there is best -- Not everything is worthy of analysis -- Much analysis is based on pattern identification -- Sometimes patterns identification might not be appropriate -- Beware of personal bias and preexisting opinions about the topic -- Your are the voice of the participants -- Visually represent the findings -- Be cautious with numbers -- Be careful interpreting body language -- Should it be analyzed as a conversation or an interview? -- 7. Reporting -- Five principles of reporting -- 1. Know the point, and get to it quickly -- 2. Clear, effective writing takes time -- 3. Provide enlightenment -- 4. Involve end users throughout the study -- 5. Use multiple reporting strategies -- Written reports -- Study popular writing -- Realistically assess your own ability -- Give yourself an early deadline -- Create an environment that supports your writing -- Let yourself write a crummy first draft, then edit, edit, edit -- Dazzle with your ideas-not with fancy words -- make the report visually attractive -- Use the cousin test -- Types of written reports -- Narrative report -- Top-line report -- Bulleted report -- Thank you report letter to participants -- Oral reports -- Allow time for questions -- Cite the most important things first -- Be careful of ho-hum syndrome -- Limit your points -- Use visuals and quotes -- Tell your audience what you want them to do -- Select the right reporter -- 8. Styles of focus group research -- Market research approach -- Academic research approach -- Public-nonprofit approach -- Participatory approach -- 9. Focus group interviewing with young people -- Get the right moderator! -- Keep age range within tow years -- Avoid close friends and kids who hang out together -- Get them talking to each other -- Ask age-appropriate questions -- Be aware of age-related behaviors -- Shorten the time of the group -- Use food -- Find a friendly location -- Get permission -- Hang loose -- 10. International and cross-cultural focus group interviewing -- Ethic or minority racial groups -- Sample carefully -- get the right moderator -- Ask for advice -- Work with local groups and organizations -- Be aware of recent events and history -- Consider using rituals -- Select respectful and appropriate foods -- Ask people to speak for themselves -- International groups and organizations -- You are an outsider-you need the help of insiders -- Get permission and authorization to conduct the study -- Organize the focus group so it seems natural to the community -- Discourage onlookers -- Be thoughtful about advanced preparation -- Use a local team -- Use the local language -- Be less concerned about time -- Provide adequate confidentiality -- Provide benefit to participants -- 11. Telephone and internet focus group interviewing -- Focus groups on the telephone -- The sequence of the telephone focus group -- Before the telephone focus group -- During the telephone focus group -- Following the telephone focus group -- Questions in the telephone focus group -- Special moderator skills for the telephone -- Focus groups on the internet -- The chat room focus group -- The bulleting board focus group -- Technology -- Environment -- Participants -- Moderating -- Managing the bulletin board focus group -- Developing questions for a bulletin board focus group -- Incentives in telephone or internet focus groups -- 12. Focus group interviewing within the organization -- Control the sampling strategy -- Avoid power differentials -- Avoid per-established small groups -- Be aware of the environment and recent history -- Select the right moderator -- Provide adequate confidentiality -- Consider the appropriateness of focus groups -- Provide a benefit to participants -- Do a reality check after each group -- Analyze with group dynamics in mind -- 13. Modifications of focus groups -- Periodically repeated focus groups -- Two moderators -- Media "focus groups" -- Issues when adapting focus groups -- 14. Answering questions about the quality of focus group research -- Frequently asked questions -- Is this scientific research? -- Background -- Thoughts -- How do you know your findings -- Aren't just your subjective opinions? -- Background -- Thoughts -- Isn't this soft research? -- Background -- How do you determine validity? -- Background -- Thoughts -- Can you generalize? -- Background -- Thoughts -- Why don't you use random sampling? -- Thoughts -- How big is the sample, or how can you make -- Those statements with such a small sample? -- Background -- Thoughts.. - "This updated edition of Krueger and Casey's bestselling, practical book walks readers step by step through the "how-tos" of conducting focus group research. Using an engaging, straightforward writing style, the authors draw on their many years of hands-on experience in the field to cut through theory and offer practical guidance on every facet of the focus group process, including tips for avoiding problems and pitfalls. The Fifth Edition reflects the most recent research and technological innovations and includes new coverage on planning with analysis in mind; creating conversational questions that have the potential for producing unique and valuable insights; the art of hosting a focus group; common sense thinking about reporting; more efficient strategies for planning the study; and emerging areas of focus group research, such as conducting cross-cultural, international, and Internet focus groups."
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| Emner | Focus Groups - methods
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| Dewey | |
| ISBN | 1483365247. - 9781483365244
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