Assess technology

Focus group


A focus group consists of a small number (8-12) of relatively similar individuals who provide information during a directed and moderated interactive group discussion (Popham, 1993). Focus group participants are typically chosen based on their ability to provide specialized knowledge or insight into the issue under study. Focus groups are particularly well suited for gaining insight into what issues are most relevant to the target population, or assisting in the development of surveys by identifying issues most relevant to potential respondents.

Suggested uses of focus groups:

Limitations of focus groups:

Resource requirements

Conducting a focus group requires a high level of resources. You must know facilitation techniques, how to write appropriate questions, and how to analyze qualitative data. In addition, you may need to hire and train staff, purchase recording equipment and analysis software, solicit participants, arrange venues, and transcribe tapes. [more].

Plan your focus group

STEP 1. Describe the instructional technology and context

Include the purpose of the instructional technology: the need it addresses, its expected effects, current resources, and resources needed to implement. Describe the users (education, motivation, skill levels), learning objectives in relation to the technology, and the learning context.   A worksheet is available to help you through this step. 

STEP 2. Identify stakeholder needs and develop central questions

Central questions identify what you and the stakeholders would want to learn through the focus group. For example, "What features do instructors like about webcasting?" A worksheet is available to help you identify stakeholder needs and develop central questions.

STEP 3. Determine the purpose of the focus group

Avoid the temptation of asking too many questions or conducting a focus group "just to see what's going on." Specify how a focus group will help you gain insight, change current practices, or understand the effects of the instructional technology. A worksheet is available to help you develop and refine your study’s purposes.

STEP 4. Determine how you will use focus group results

How you intend to use results should guide the content of your focus group. If the answer to a focus group question will not assist your instructional technology assessment, leave the question out. A worksheet is available to help exemplify how to use results after determining the purpose of a study.

STEP 5. Write questions and organize the focus group

Writing good questions is crucial, so revise them until they are clear and succinct. [more]

Additional information

American Statistical Association (1997). What are Focus Groups? Retrieved on January 14, 2005 from Survey Research Methods Section Web site: http://www.amstat.org/sections/srns.brochures/focusgroups.pdf.

Berkowitz, S. (1997). Analyzing Qualitative Data. In J. Frechtling, L. Sharp, and Westat (Eds.), User-Friendly Handbook for Mixed Method Evaluations (Chapter 4). Retrieved June 21, 2006 from National Science Foundation, Directorate of Education and Human Resources Web site: http://www.nsf.gov/pubs/1997/nsf97153/start.htm

Fern, E. F. (2001). Advanced focus group research. Thousand Oaks, CA: Sage.

Goldenkoff, R. (2004). Using focus groups. In J.S. Wholey, H. P. Hatry, & K. E. Newcomer (Eds.), Handbook of practical program evaluation (2nd ed.) (pp. 340-362). San Francisco: Jossey-Bass.

Krueger, R. A. (1988). Focus groups: a practical guide for applied research. Thousand Oaks, CA: Sage.

Kvale, S. (1996). Inter Views: An introduction to qualitative research interviewing. Thousand Oaks, CA: Sage.

Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Newbury Park, CA: Sage.

Popham, W. J. (1993). Educational evaluation. Needham Heights, MA: Allyn and Bacon.

Silverman, G. (n.d.) How to get beneath the surface in focus groups. Retrieved June 21, 2006 from Market Navigation, Inc. Web site: http://www.mnav.com/bensurf.htm.

Page last updated: Sep 21 2011
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