Focus Groups II: Focus Groups II: Analysing Results Analysing Results

Outputs from FGsOutputs from FGs

Order out of Chaos?Order out of Chaos? Writing up qualitative results is challenging Writing up qualitative results is challenging

because it is not an exact science – yet should because it is not an exact science – yet should inform your research design, your hypotheses inform your research design, your hypotheses and your independent/dependent variables. and your independent/dependent variables.

Much attention in the qualitative methods Much attention in the qualitative methods literature on how to set up focus groups but literature on how to set up focus groups but very little on how to interpret results. very little on how to interpret results.

Different approachesDifferent approaches

What worked and what didn’t? What worked and what didn’t? Were you asking the right questions? Were you asking the right questions? What other questions were raised by the What other questions were raised by the

groups? groups? Key wordsKey words Key themesKey themes Key emotionsKey emotions Key ideasKey ideas

Challenges to interpreting FG Challenges to interpreting FG resultsresults

Lengthy texts Lengthy texts Groups rambled or (more rarely) failed to engageGroups rambled or (more rarely) failed to engage Moderator talked to much or diverted the flow of the Moderator talked to much or diverted the flow of the

conversationconversation People were reluctant to express their real opinionsPeople were reluctant to express their real opinions Hard to categorise or organise the proceedings – Hard to categorise or organise the proceedings –

particularly when there are a large number of groupsparticularly when there are a large number of groups

Ideas for organising FG analysisIdeas for organising FG analysis

Transcripts are probably necessary.Transcripts are probably necessary. Categorization via words, ideas, themes or Categorization via words, ideas, themes or

whatever seems appropriatewhatever seems appropriate Sometimes quite simple ideas will work fairly Sometimes quite simple ideas will work fairly

well. well.

Interpretive approachInterpretive approach

1)1)            Break proceedings down into Break proceedings down into text segmentstext segments

2)2)            Allocate under themes and Allocate under themes and headings headings

3)3)            Themes and headings can be Themes and headings can be inductive (from what arises) or inductive (from what arises) or deductive (imposed by the deductive (imposed by the researcher initially) or mix of bothresearcher initially) or mix of both

Holistic approachHolistic approach

Script annotation (through listening or Script annotation (through listening or reading, writing interpretive thoughts. reading, writing interpretive thoughts. Transcript is considered as a whole Transcript is considered as a whole rather than set of discrete responses; rather than set of discrete responses; allows social scientist to consider allows social scientist to consider each proceedings as a whole, rather each proceedings as a whole, rather than discrete responses. You can re-than discrete responses. You can re-experience the group, body language experience the group, body language and tone of the discussion. and tone of the discussion.

Qualitative market researchers distance Qualitative market researchers distance themselves from approaches to data (cognitive, themselves from approaches to data (cognitive, journalistic, discursive) in which data from journalistic, discursive) in which data from groups are taken largely at face value and groups are taken largely at face value and responses may be counted. By comparison, responses may be counted. By comparison, 'good' qualitative research involves a 'good' qualitative research involves a therapeutic or clinical interpretation or the therapeutic or clinical interpretation or the cracking of cultural codes cracking of cultural codes

Phases of a groupPhases of a group

FormingForming StormingStorming NormingNorming PerformingPerforming Mourning (or adjourning) Mourning (or adjourning)

FormingFormingConsiderable anxiety, testing. Assessing what help will come Considerable anxiety, testing. Assessing what help will come

from facilitator; what behaviours are appropriate or from facilitator; what behaviours are appropriate or inappropriate.inappropriate.

StormingStormingConflict emerges among sub-groups; the authority and/or Conflict emerges among sub-groups; the authority and/or

competence of individuals is challenged. Opinions polarize. competence of individuals is challenged. Opinions polarize. Individuals react against efforts of the others to control themIndividuals react against efforts of the others to control them

NormingNormingThe group begins to harmonize; experiences group cohesion The group begins to harmonize; experiences group cohesion

or unity for the first time. Norms emerge as those in conflict or unity for the first time. Norms emerge as those in conflict are reconciled and resistance is overcome. Mutual support are reconciled and resistance is overcome. Mutual support develops.develops.

PerformingPerforming The group structures itself or accepts a structure, The group structures itself or accepts a structure,

which fits most appropriately its common task. which fits most appropriately its common task. Roles are seen in terms functional to the task and Roles are seen in terms functional to the task and flexibility between them develops.flexibility between them develops.

MourningMourning The group must accept that the project is complete The group must accept that the project is complete

and disband gracefully. There may be a sense of and disband gracefully. There may be a sense of loss and anxiety at having to break-up.loss and anxiety at having to break-up.

Modified from a web page from the University of Queensland Department of Anthropology and Sociology, see Modified from a web page from the University of Queensland Department of Anthropology and Sociology, see http://planet.tvi.cc.nm.us/idc/Documents/FormingStorming.htmhttp://planet.tvi.cc.nm.us/idc/Documents/FormingStorming.htm

The paradox of group dynamicsThe paradox of group dynamics

Most important asset in Most important asset in promoting discussion promoting discussion amongst participants amongst participants

YETYET Biggest threat to open Biggest threat to open

discussion of issues by all discussion of issues by all participantsparticipants

How valuable is FG interaction? How valuable is FG interaction?

Some argue that while focus groups can Some argue that while focus groups can provide insight into the experiences of provide insight into the experiences of individual participants, individual participants, the real value of group the real value of group data is to be found from analysing the data is to be found from analysing the interaction between participants.interaction between participants.

See Schindler’s conclusions about the failure See Schindler’s conclusions about the failure of Coke to understand focus group reactions to of Coke to understand focus group reactions to New Coke (and why it would fail)New Coke (and why it would fail)

SourceSource

Schindler, R.M. (1992), "The Real Lesson of New Coke: The Value of Focus Groups for Predicting the Effects of Social Influence," Marketing Research, 4 (December), 22-27. – Available electronically via the University of Glasgow library

Snapshots vs. moving Snapshots vs. moving picturepicture

Cut and paste approaches, manual or computer, can fail to capture or even recognize the following events in the unfolding story of the focus group:

VS

Annotating-the-scripts approach -- more likely to capture the whole moving picture of the unfolding script or story that is the focus group discussion. 

Good article on FGsGood article on FGs

http://www.socresonline.org.uk/2/1/6.htmlhttp://www.socresonline.org.uk/2/1/6.html

Catterall, M. and Maclaran, P. (1997) 'Focus Group Data and Qualitative Analysis Programs: Coding the Moving Picture as Well as the Snapshots'Sociological Research Online, vol. 2, no. 1,

Benefits to ‘moving picture’Benefits to ‘moving picture’

SequenceSequence See participants change views, think out See participants change views, think out

loud, reactloud, react Expand on experiences recounted earlierExpand on experiences recounted earlier Interactive pattern is far clearer. Interactive pattern is far clearer.

‘‘Coding’ over ‘interpreting’Coding’ over ‘interpreting’

Social scientists who employ focus Social scientists who employ focus groups have a much more positive groups have a much more positive attitude to coding, cutting and attitude to coding, cutting and pasting data, counting words or text pasting data, counting words or text segments, and using computers to segments, and using computers to assist with analysisassist with analysis

Analysis of interactionAnalysis of interaction

1.1. Shared language Shared language 2.2. The beliefs and myths about the topic that are shared, taken for The beliefs and myths about the topic that are shared, taken for

granted, and which ones are challengedgranted, and which ones are challenged3.3. The arguments which participants call upon when their views The arguments which participants call upon when their views

are challengedare challenged4.4. The sources of information people call upon to justify their The sources of information people call upon to justify their

views and experiences and how others respond to these. views and experiences and how others respond to these. 5.5. The arguments, sources and types of information that stimulate The arguments, sources and types of information that stimulate

changes of opinion or reinterpretation of experiences. changes of opinion or reinterpretation of experiences. 6.6. The tone of voice, body language, and degree of emotional The tone of voice, body language, and degree of emotional

engagement is involved when participants talk to each other engagement is involved when participants talk to each other about the topic.about the topic.

Mixed codingMixed coding

Define key termsDefine key terms Read through and annotate scripts.Read through and annotate scripts. Add in more primary and secondary terms as Add in more primary and secondary terms as

you goyou go Organise key comments onto MS Word table Organise key comments onto MS Word table

with five categories.with five categories.

Word table for FG analysisWord table for FG analysis

Item numberItem number GroupGroup Participant numberParticipant number Keyword 1Keyword 1 Keyword 2Keyword 2 CommentComment