Are focus groups a valid method fordoing research? - 1 Focus groups are centered around aparticular issue or question.Since this method involves groupdiscussions, it is not a good way to get indepth information about individualsIn focus groups, the research team uses itsjudgment in selecting representativegroups who are able to address the issues
Are focus groups a valid method for doing research? - 1 • Focus groups are centered around a particular issue or question. • Since this method involves group discussions, it is not a good way to get indepth information about individuals. • In focus groups, the research team uses its judgment in selecting representative groups who are able to address the issues
Are focus groups a valid method fordoing research? - 2 Focus groups collect different data than asurveybecausethey aremoreconversational. Information is provided ina more informal way, perhaps leading todifferent insightsIt is not unbiased, and that is fine since thisis a qualitative method!The purpose must be well-thought outThe moderation and group dynamicgreatly influence the results
Are focus groups a valid method for doing research? - 2 • Focus groups collect different data than a survey because they are more conversational. Information is provided in a more informal way, perhaps leading to different insights. • It is not unbiased, and that is fine since this is a qualitative method! • The purpose must be well-thought out. • The moderation and group dynamic greatly influence the results
Focus Groups are not...An on-going progress reportSales pitches or educational sessionsThe place to make decisions The place to build consensus on an issueA way of telling you how people actuallywill behave; rather, it shows you how theysay they will behave
Focus Groups are not. - An on-going progress report - Sales pitches or educational sessions - The place to make decisions - The place to build consensus on an issue - A way of telling you how people actually will behave; rather, it shows you how they say they will behave
Other Advantages of Focus GroupsCheaper and quicker to carry out thanmany survey methods You can hold focus groups wherever younormally hold business
Other Advantages of Focus Groups • Cheaper and quicker to carry out than many survey methods • You can hold focus groups wherever you normally hold business
Summary of focus groups in alibrary context Focus groups are successful when theresearch team sits quietly by the side.listening to and making sense out of whatis said in the groupsFocus groups were successful for theUniversity of Pittsburgh as a way ofpromoting the library and learning abouthow people viewed the library
Summary of focus groups in a library context • Focus groups are successful when the research team sits quietly by the side, listening to and making sense out of what is said in the groups. • Focus groups were successful for the University of Pittsburgh as a way of promoting the library and learning about how people viewed the library