Focus groups: a practical guide for applied research
"This book offers an overview of sound focus group practices. It describes how one can set up and conduct quality and effective focus group interviews. It is a deliberate and systematic way of listening that is helpful to public and private organizations as they listen to stakeholders, customer...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles [u.a.]
SAGE
2009
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "This book offers an overview of sound focus group practices. It describes how one can set up and conduct quality and effective focus group interviews. It is a deliberate and systematic way of listening that is helpful to public and private organizations as they listen to stakeholders, customers, and employees. It is most helpful for conducting focus groups for research or evaluation with public, non-profit, educational, health, human service, and religious organizations." -- Publisher's description. |
| Beschreibung: | XVIII, 219 S. Ill., graph. Darst. |
| ISBN: | 9781412969475 |
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Datensatz im Suchindex
| _version_ | 1804138882082537472 |
|---|---|
| adam_text | Titel: Focus groups
Autor: Krueger, Richard A.
Jahr: 2009
Contents
Preface xiii
How Is This Edition Different? xiii
What Have We Learned? xv
Acknowledgments xvii
Chapter 1. Overview of Focus Groups 1
The Focus Group Is a Special Type of Group 2
The Story Behind Focus Group Interviews 2
Why Do Focus Groups Work? 4
Characteristics of Focus Groups 6
Focus Groups Involve People 6
The People Possess Certain Characteristics 7
Focus Groups Provide Qualitative Data 1
Focus Groups Have a Focused Discussion 7
The Uses of Focus Groups 8
Focus Groups Can Help With Decision Making 8
Focus Groups Can Guide Product or Program Development 8
Focus Groups Can Provide Insight on
Organizational Concerns and Issues 10
Customer Satisfaction 10
Organizational Development 10
Understanding Employee Concerns 11
Planning and Goal Setting 11
Needs Assessment 12
Quality Movements 12
Policymaking and Testing 12
Focus Groups Can Be Used With Other Research Methods 12
Criticisms of Focus Groups 13
Focus Group Participants Tend to Intellectualize 13
Focus Groups Don t Tap Into Emotions 13
Focus Group Participants May Make Up Answers 14
Focus Croups Produce Trivial Results 14
Dominant Individuals Can Influence Results 15
You Can t Depend on the Results of Focus Group Research 15
Summary 15
Chapter 2. Planning the Focus Group Study 17
Determining the Purpose 17
Deciding Whether Focus Group Interviewing Is the Right Method 19
When to Use Focus Group Interviews 19
When Not to Use Focus Group Interviews 20
Determining What Types of People Can Give You the
Information You Want 21
Determining How Many Groups to Conduct 21
Balancing the Design With the Resources Available 23
Designing the Focus Group Study 25
Single-Category Design 25
Multiple-Category Design 25
Double-layer Design 26
Broad-Involvement Design 27
Listening to Your Target Audience 29
Considering Consent, Human Subjects and Ethics 29
Developing a Written Plan and Determining Resources Needed 31
Anticipating Problems 32
Summary 33
Chapter 3. Developing a Questioning Route 35
Qualities of Good Questions and a Good Questioning Route 36
Evoke Conversation 36
Use Words the Participants Would Use When
Talking About the Issue 36
Are Easy to Say 36
Are Clear 37
Are Short 37
Are Usually Open-Ended 37
Are One-Dimensional 37
Include Clear, Well-Thought-Out Directions 37
A Good Questioning Route ... 38
Categories of Questions 38
Opening Question 38
Introductory Questions 39
Transition Questions 39
Key Questions 40
Ending Questions 40
Questions That Engage Participants 42
Listing Things 42
Rating Items 42
Choosing Among Alternatives: Pilot-Testing Ideas 45
Picture Sorting 45
Drawing a Picture 45
Drawing a Diagram or Flowchart 47
Mind Mapping 47
Using Your Imagination 47
Developing a Campaign 49
Doing Something Before the Focus Group 49
Listening to the Brain or the Heart 50
The Process We Use to Develop a Questioning Route 52
Step 1. Brainstorm 52
Step 2. Phrase Questions 52
Use Open-Ended Questions 53
Ask Participants to Think Back 53
Avoid Asking Why 54
Keep Questions Simple 55
Make Questions Sound Conversational 55
Be Cautious About Giving Examples 56
Step 3- Sequence the Questions 56
General Questions Before Specific Questions 56
Positive Questions Before Negative Questions 57
Uncued Questions Before Cued Questions 58
Step 4. Estimate Time for Each Question 58
Step 5. Get Feedback. From Others 59
Step 6. Revise the Questions 59
Step 7. Test the Questions 60
Changing Questions: The Importance of Consistency 60
Summary 61
Chapter 4. Participants in a Focus Group 63
The Purpose Drives the Study 64
Sampling Procedures for Focus Groups 66
The Composition of the Group 66
The Size of a Focus Group 67
Strategies for Finding Participants 68
Lists 68
Nominations 69
Piggyback Focus Groups 70
On Location 70
Screening/Selection Services 71
Random Telephone Screening 71
Ads or Announcements in Newspapers and on Bulletin Boards 71
Selecting Participants 71
Step 1. Set Exact Specifications: The Screens 71
Step 2. Carefully Design the Recruiting Process 72
Step 3- Generate a Pool of Names of Potential Participants 73
Step 4. Randomize Names in a Pool to Reduce Bias 73
No Selection Process Is Perfect 73
Recruiting Strategies 73
1. Think Through and Practice the Invitation 74
2. Set the Meeting Date, Time, Location 75
3. Make Personal Contacts With Potential Participants 76
4. Send a Personalized Follow-Up Letter 76
5. Make a Reminder Phone Contact 76
Incentives to Participate 77
Money as an Incentive 78
Nonmonetary Incentives 79
Unique Recruiting Advantages of Public and
Nonprofit Organizations 80
Summary 81
Chapter 5. Moderating Skills 85
What s Needed When Planning 85
Selecting the Right Moderator 85
The Right Moderator Respects the Participants and Shows It 85
The Right Moderator Understands the
Purpose of the Study and the Topic 86
The Right Moderator Communicates Clearly 87
The Right Moderator Is Open and Not Defensive 87
The Right Moderator Is the One Who Can Get the
Most Useful Information 87
Using a Moderating Team 89
What s Needed Just Before the Group 90
Mental Preparation 90
Pre-Session Strategy 91
Snacks and Meals 92
People Who Haven t Been Invited 93
What s Needed During the Group 93
Capturing the Group Discussion 93
Beginning the Focus Group Discussion 96
Anticipating the Flow of the Discussion 98
Giving License to Expressing Differing Points of View 99
Two Essential Techniques: The Pause and the Probe 99
Experts, Dominant Talkers, Shy Participants and Ramblers 100
Responding to Participant Comments 101
Head Nodding 101
Short Verbal Responses 101
Humor 101
Incorrect or Harmful Advice 102
Responding to Participants Questions 103
Questions Before the Focus Group Begins 103
Questions After the Introduction 103
Questions During the Focus Group 104
Questions at the Conclusion of the Group 104
Be Ready for the Unexpected 104
Nobody Shows Up 104
Only a Few Attend 105
The Meeting Place Is Inadequate 105
The Group Doesn t Want to Talk 105
The Group Gets So Involved That They Don t Want to Leave 105
Hazardous Weather Occurs Just Hours Before the Meeting 105
The Early Questions Take Too Much Time,
Leaving Little Time for the Final Questions 105
Concluding the Focus Group 105
Summary 106
Chapter 6. Analyzing Focus Group Results 113
The Purpose Drives Analysis 114
Understanding Analysis 115
Analysis Is Systematic 115
Analysis Is Verifiable 115
A nalysis Is Sequential 116
Analysis Is Continuous 116
Forms of Data 117
Transcript Based 117
Abridged Transcript 111
Note Based 118
Memory Based 118
A Classic Analysis Strategy 118
Analyzing via Computer 122
Analysis With Transcripts 122
Analysis of Sound Files 2$
Analytic Frameworks 123
Some Tips to Consider 124
Know What Is Needed in Your Environment 124
Being There Is Best 124
Not Everything Is Worthy of Analysis 124
Much Analysis Is Based on Pattern Identification 126
But Pattern Identification Might Not Be Appropriate 126
Beware of Personal Bias or Preexisting Opinions About the Topic 126
You Are the Voice of the Participants 126
Visual Representation of Reality 127
Leave Out the Numbers 127
Be Careful of Interpreting Body Language 127
Should It Be Analyzed as a Conversation or an Interview 128
Summary 128
Chapter 7. Reporting 133
Five Principles of Reporting 133
1. Know the Point and Get to It Quickly 133
2. Clear, Effective Writing Takes Time 133
3- Provide Enlightenment 133
4. Include End Users Throughout the Study 133
5. Use Multiple Reporting Strategies 134
Written Reports 134
Study Popular Writing 134
Realistically Assess Your Own Ability 134
Create an Environment That Supports Your Writing 134
Let Yourself Write a Crummy First Draft, Then Edit, Edit, Edit 135
Dazzle With Your Ideas—Not With Fancy Words 135
Make the Report Visually Attractive 135
Types of Written Reports 135
Narrative Report 135
Top-Line Report 137
Bulleted Report 137
Report Letter to Participants 137
Oral Reports 138
Allow Time for Questions 138
Cite the Most Important Things First 138
Be Careful ofHo-Hum Syndrome 139
Limit Your Points 139
Use Visuals and Quotes 139
Tell Your Audience What You Want Them to Do 140
Select the Right Reporter 140
Electronic Reporting 140
Summary 141
Chapter 8. Styles of Focus Group Research 143
Market Research Approach 143
Academic Research Approach 145
Public/Nonprofit Approach 147
Participatory Approach 149
Summary 153
Chapter 9. Focus Group Interviewing With Young People 155
Get the Right Moderator! 155
Keep Age Range Within Two Years 156
Avoid Close Friends and Kids Who Hang Out Together 156
Get Them Talking to Each Other 156
Ask Age-Appropriate Questions 157
Be Aware of Age-Related Behaviors 158
Shorten the Time of the Group 158
Use Food 159
Find a Friendly Location 159
Get Permission 159
Hang Loose 160
Summary 160
Chapter 10. International and Cross-Cultural
Focus Groups Interviewing 163
Ethnic or Minority Racial Groups 163
Sample Carefully 163
Get the Right Moderator 164
Ask for Advice 164
Work With Local Groups and Organizations 165
Be Aware of Recent Events and History 165
Consider Using Rituals 165
Select Respectful and Appropriate Foods 165
Ask People to Speak for Themselves 165
International Groups and Organizations 166
You Are an Outsider—You Need the Help of Insiders 166
Get Permission and Authorization to Conduct the Study 167
Organize the Focus Group So It Seems Natural to
theCommun ity 167
Discourage Onlookers 168
Be Thoughtful About Advanced Preparation 168
Use a Local Team 169
Use the Local Language 169
Be Less Concerned About Time 170
Provide Adequate Confidentiality 170
Provide Benefit to Participants 170
Summary 171
Chapter 11. Telephone and Internet
Focus Group Interviewing 173
Focus Groups on the Telephone 173
The Sequence of the Telephone Focus Group 114
Before the Telephone Focus Group 174
During the Telephone Focus Group 175
Following the Telephone Focus Group 176
Questions in the Telephone Focus Group 176
Special Moderator Skills for the Telephone 111
Focus Group on the Internet 177
The Chat Room Focus Group 111
The Bulletin Board Focus Group 178
Managing the Bulletin Board Focus Group 179
Developing Questions for a Bulletin Board Focus Group 180
Summary 182
Chapter 12. Focus Group Interviewing Within
the Organization 185
Control the Sampling Strategy 185
Avoid Power Differentials 186
Avoid Preestablished Small Groups 186
Be Aware of the Environment and Recent History 186
Select the Right Moderator 187
Provide Adequate Confidentiality 187
Consider the Appropriateness of Focus Groups 188
Provide Benefit to Participants 188
Do a Reality Check After Each Group 189
Analyze With Group Dynamics in Mind 189
Summary 189
Chapter 13. Modifications of Focus Groups 191
Periodically Repeated Focus Groups 192
Two Moderators 192
Media Focus Groups 193
Issues When Adapting Focus Groups 194
Summary 194
Chapter 14. Answering Questions About the
Quality of Focus Group Research 197
Frequently Asked Questions 199
Is This Scientific Research? 199
Background 199
Thoughts 200
How Do You Know Your Findings Aren t Just Your
Subjective Opinions? 200
Background 201
Thoughts 201
Isn t This Soft Research? 201
Background 201
How Do You Determine Validity? 202
Background 202
Thoughts 202
Can You Generalize? 203
Background 203
Thoughts 203
Why Don t You Use Random Sampling? 204
Thoughts 204
How Big Is the Sample? or, How Can You Make
Those Statements With Such a Small Sample? 205
Background 205
Thoughts 205
References 207
Author Index 209
Subject Index 211
About the Authors 219
|
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| discipline | Soziologie Psychologie Wirtschaftswissenschaften Sozial-/Kulturanthropologie / Empirische Kulturwissenschaft |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV035437099 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:35:14Z |
| institution | BVB |
| isbn | 9781412969475 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017357406 |
| oclc_num | 228632878 |
| open_access_boolean | |
| owner | DE-29 DE-11 DE-634 DE-M347 DE-703 DE-578 DE-20 DE-858 |
| owner_facet | DE-29 DE-11 DE-634 DE-M347 DE-703 DE-578 DE-20 DE-858 |
| physical | XVIII, 219 S. Ill., graph. Darst. |
| publishDate | 2009 |
| publishDateSearch | 2009 |
| publishDateSort | 2009 |
| publisher | SAGE |
| record_format | marc |
| spelling | Krueger, Richard A. Verfasser (DE-588)142851892 aut Focus groups a practical guide for applied research Richard A. Krueger ; Mary Anne Casey 4. ed. Los Angeles [u.a.] SAGE 2009 XVIII, 219 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier "This book offers an overview of sound focus group practices. It describes how one can set up and conduct quality and effective focus group interviews. It is a deliberate and systematic way of listening that is helpful to public and private organizations as they listen to stakeholders, customers, and employees. It is most helpful for conducting focus groups for research or evaluation with public, non-profit, educational, health, human service, and religious organizations." -- Publisher's description. Sozialwissenschaften Focus Groups Focus groups Social Sciences methods Social sciences Methodology Gruppenforschung (DE-588)4158445-4 gnd rswk-swf Fokusgruppe rswk-swf Gruppeninterview (DE-588)4158453-3 gnd rswk-swf Empirische Sozialforschung (DE-588)4014606-6 gnd rswk-swf Evaluationsforschung (DE-588)4153242-9 gnd rswk-swf Gruppe (DE-588)4022378-4 gnd rswk-swf Angewandte Forschung (DE-588)4142434-7 gnd rswk-swf Evaluationsforschung (DE-588)4153242-9 s Gruppeninterview (DE-588)4158453-3 s DE-604 Gruppe (DE-588)4022378-4 s 1\p DE-604 Fokusgruppe s 2\p DE-604 Gruppenforschung (DE-588)4158445-4 s 3\p DE-604 Empirische Sozialforschung (DE-588)4014606-6 s 4\p DE-604 Angewandte Forschung (DE-588)4142434-7 s 5\p DE-604 Casey, Mary Anne Verfasser (DE-588)142851981 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017357406&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Krueger, Richard A. Casey, Mary Anne Focus groups a practical guide for applied research Sozialwissenschaften Focus Groups Focus groups Social Sciences methods Social sciences Methodology Gruppenforschung (DE-588)4158445-4 gnd Fokusgruppe Gruppeninterview (DE-588)4158453-3 gnd Empirische Sozialforschung (DE-588)4014606-6 gnd Evaluationsforschung (DE-588)4153242-9 gnd Gruppe (DE-588)4022378-4 gnd Angewandte Forschung (DE-588)4142434-7 gnd |
| subject_GND | (DE-588)4158445-4 (DE-588)4158453-3 (DE-588)4014606-6 (DE-588)4153242-9 (DE-588)4022378-4 (DE-588)4142434-7 |
| title | Focus groups a practical guide for applied research |
| title_auth | Focus groups a practical guide for applied research |
| title_exact_search | Focus groups a practical guide for applied research |
| title_full | Focus groups a practical guide for applied research Richard A. Krueger ; Mary Anne Casey |
| title_fullStr | Focus groups a practical guide for applied research Richard A. Krueger ; Mary Anne Casey |
| title_full_unstemmed | Focus groups a practical guide for applied research Richard A. Krueger ; Mary Anne Casey |
| title_short | Focus groups |
| title_sort | focus groups a practical guide for applied research |
| title_sub | a practical guide for applied research |
| topic | Sozialwissenschaften Focus Groups Focus groups Social Sciences methods Social sciences Methodology Gruppenforschung (DE-588)4158445-4 gnd Fokusgruppe Gruppeninterview (DE-588)4158453-3 gnd Empirische Sozialforschung (DE-588)4014606-6 gnd Evaluationsforschung (DE-588)4153242-9 gnd Gruppe (DE-588)4022378-4 gnd Angewandte Forschung (DE-588)4142434-7 gnd |
| topic_facet | Sozialwissenschaften Focus Groups Focus groups Social Sciences methods Social sciences Methodology Gruppenforschung Fokusgruppe Gruppeninterview Empirische Sozialforschung Evaluationsforschung Gruppe Angewandte Forschung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017357406&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kruegerricharda focusgroupsapracticalguideforappliedresearch AT caseymaryanne focusgroupsapracticalguideforappliedresearch |