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Focus Groups as Assessment Tools

Marie L. Radford, Ph.D., Associate Professor, Rutgers University

mradford@scils.rutgers.edu

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?

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!