1 focus groups as assessment tools marie l. radford, ph.d., associate professor, rutgers university...
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Focus Groups as Assessment Tools
Marie L. Radford, Ph.D., Associate Professor, Rutgers University
LAMA/MAES Using Measurement Data for Library Planning & Assessment Committee
“Got Data, Now What? Analyzing Focus Groups and Usability Study Results”
ALA, Chicago, June 26, 2005
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Participants
How many have conducted FG & have data to analyze?
How many are planning FG?
How many are considering FG?
How many are skeptical of value of FG?
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AGENDA
Phase 1: Planning Phase 2: Conducting Focus Groups Phase 3: Analysis of Focus Group Data Phase 4: Reporting Results Using Focus Group Results in Strategic
Planning
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What is a Focus Group?
“A focus group is an in-depth, face-to-face interview of a group of 8 to 12 people representing some target group and centered on a single topic.”
(Zweizig, Johnson, Robbins, & Besant, 1996)
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Advantages of Using FG for Strategic Planning In-depth understanding of experiences &
meanings. Better data – synergy created:
Comments stimulate others Unexpected insights More complete info. Elicit strong & common opinions Less inhibiting, less formal.
Access needs of under-served or underrepresented groups.
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Disadvantages Lots of planning & administration time!
Skilled moderator required Participants may be too quiet or too outspoken Analysis, summarization & interpretation of responses may be
difficult Tape transcription - time consuming &
costly
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Limitations
Difficult to generalizeMay not be representative Analyzes perceptions, not factsSubjective analysis (reliability
requires more than 1 person)Compensate by combining methods
(surveys/observation)
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Phase I: PlanningCrucial phase!Communicate to stakeholdersDetermine role of FG in overall
assessment What info. is needed? Identify key issues
Choose moderator & assistant (see handout)
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More Planning Identify target group(s)
Decide # of FG, 3-4 per targeted population Identify pool
Recruit volunteers Plan 8-12 per group (over-recruit & remind) Offer reward (e.g., free copycard, food) Seek representative members Form homogeneous groups:
Academic (e.g., faculty, undergrads, grad. students) Public (e.g., adults, teenagers, non-users)
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Yet More Planning… Design FG guide, include:
Introduction (purpose, ground rules) Ice breaker or warm-up set of questions Relevant major/probe questions (4-5) Summary or closing
Consider modified FG (see handout) Plan schedule (1.5-2.5 hours each)
When & Where Choose notes or tape recorder Choose method of data analysis
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Phase II: Conducting Focus Groups
Bring/check supplies Flip chart, markers, masking tape, etc. If taping check equipment & have back-up
Start on time, don’t waste time Begin by creating safe climate Obtain permission to use info. & if taping Help quiet people talk, limit talkative
people Thank them!
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Phase III: Analysis Listen/transcribe tapes Review notes Ways to analyze data:
Use data to identify categories Repeated reading/listening
Code data into pre-determined categories Use data as basis for summary statements
“capture the essence” Modified FG already identifies priorities
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Analysis, Cont. Compare across focus
groups Compile & summarize Look for trends or
problems to study Do not overgeneralize from
results!
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Phase IV: Reporting Results
Parts of Report Bulleted executive summary Statement of purpose
List of issues Method (keep it brief!)
How data collected How analyzed Describe participants
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Parts of Report, Cont. Summary of findings:
What said each issue Consensus? Comparison of groups
Sample quotes (anonymous) Few, well chosen, representative
Interviewer’s impressions Recommendations:
Short term (low hanging fruit) Long term
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Library Strategic Planning ExamplesAcademic
Rutgers University Libraries Major part of strategic planning
initiative. Focus groups of students & faculty. 3 Campuses. 3 Moderators, 3 Assistants. Recruitment difficulties. Results extremely useful.
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Public Library Example
Brooklyn Public Visual & Performing Arts Library Inform building project. Large urban library system. FG of community groups, artists, art educators. Report used in informing decision making, fund
raising, & strategic planning.
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Presenting to Administrators
For written or oral presentation Brevity is important Put your best foot forward! Highlight:
Positive results Strategic directions Major concerns
Begin & end with quotation Bulleted executive summary may be
all that is read (!)
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Using Results for Strategic Planning
Allow sufficient time to review results
Use missions, goals for guidance
Look at short & long term recommendations
Prioritize recommendations
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Using Results Cont.
Gain consensus Establish task forces or assign
responsibilities Establish objectives, target dates Establish regular (6 mo. or annual) review
process Create assessment plan
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For More Information…
See list of books & articles.
Questions??
Thank you!