FOCUS GROUP METHODOLOGY

DATA COLLECTION

Focus Group

A tool to provide data generating useful and accurate information regarding the specific research

Forms of Data
Conversation, including tone of voices Silences (words and issues) Body language

Non verbal behavior

Sources of Data
Notes taken by moderator and assistant Audiotape recordings Videotape recordings

Items recalled from memory

Informed Consent
To maintain confidentiality Transcribe tapes without using the names of

participants Destroy tapes after analysis

Debriefing session
Among all the research team members To discuss additional perspectives or

observations Audio/video tape for transcription of the session

Research team
Consists of a moderator 2-3 assistants

Responsibilities of a Moderator
Facilitating Taking notes that inform potential emergent

questions to be asked Providing stimulus material (e.g. newspaper article, video clip, audio clip) to respond to Engaging participants in a specific activity (e.g. team building exercise, brain storming exercise) Providing feedback

Responsibilities of Assistants
Recording (audio/video) the session Taking hand written notes Creating conducive environment (e.g. dealing with

late comers, being sure everyone has a seat, arranging for refreshments) Providing verification of data Helping researcher to analyze and interpret the focus group data

Field notes
Where participants are sitting

Who is speaking
Key discussion points Notable quotes

Silent agreement
Obvious body language Indications of group mood Contradictory statements

Saturation
Data saturation (when information occurs so repeatedly that the researcher can anticipate it and whereby the collection of more data appears to have no additional interpretive worth; Sandelowski, 2008; Saumure & Given, 2008) Theoretical saturation (when the researcher can

assume that her/his emergent theory is adequately developed to fit any future data collected; Sandelowski, 2008). According to KREUGER (1994) and MORGAN (1997) 3-6 different focus groups are adequate to reach saturation with each group meeting once or multiple times

Types of data
Individual data Group data Group interaction data

Preparing data for analysis

Transcript based (compiling information from all

sources of data) Audio/video tape based analysis