Date post: | 18-Dec-2015 |
Category: |
Documents |
Upload: | aldous-gibson |
View: | 216 times |
Download: | 2 times |
1
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
2
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
4
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)
5
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.
6
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
7
Limitations
Difficult to generalizeMay not be representative Analyzes perceptions, not factsSubjective analysis (reliability
requires more than 1 person)Compensate by combining methods
(surveys/observation)
8
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)
9
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)
10
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
11
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!
12
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
13
Analysis, Cont. Compare across focus
groups Compile & summarize Look for trends or
problems to study Do not overgeneralize from
results!
14
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
15
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
16
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.
17
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.
18
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 (!)
19
Using Results for Strategic Planning
Allow sufficient time to review results
Use missions, goals for guidance
Look at short & long term recommendations
Prioritize recommendations
20
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
21
22
For More Information…
See list of books & articles.
Questions??
Thank you!