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1 How am I doing? Information will be collected that relates to presentation design, effectiveness, and areas for improvement. The aggregated information may be used by the presenter, to demonstrate presentation design, effectiveness, and areas for improvement. Information collected is anonymous, although you may choose to share details in some responses that suggest or identify particular institutions or you. Any sharing of information during this presentation is voluntary and optional. Refusing to share the information will not prevent your participation in this presentation nor will refusing to share information result in loss of any other benefits from the presentation.

2 Please complete the feedback sheet 1

3 Fearful of focus groups? Always hearing the same thing? Applying the data but finding the results unreliable? Set up for Success with Focus Groups

4 Assuming... Focus group is the appropriate method not

5 Interaction Data Mining Together = better Freedom to speak Equality

6 3 BIG THINGS Clearly-Defined Focus Realistic Expectations Bias Mitigation

7 CLEARLY-DEFINED FOCUS 1.Limit discovery items 2.Target relevant participants 3.Prioritize questions

8 Info Dig We want to know how fourth year students view Career Services We want to know what has grabbed the attention of fourth year students and got them to come to Career Services We want to know what alternate names for Career Services might be generated by a representative sample of fourth year students, and why

9 What about those Questions? Build trust/ relieve anxiety Most generic to most relevant (Krueger, 2002) Low threat to most sensitive (Wells, 1974) Make use of group dynamics Commonality to difference (McQuarrie, 2012) Capture critical information Most important to least important (Stewart, Shamdasani, & Rook, 2007)

10 REALISTIC EXPECTATIONS 1.Plan multiple groups 2.Commit to costs 3.Explore past behaviors

11 Not worth doing if not done right Item Provider Cost Estimate or actual? Notes Compensation for participants Bookstore $ Estimate $10.00 gift certificate for each participant, 3 groups x 7 participants invited = 21 participants invited. Note: may experience uninvited guests; need to determine in advance how to respond and, if including, how to compensate. What about no-shows? Facilitator In-house Estimate Alternatively, can request XXXXX XXXX, from Institutional Research. Need to determine if there is a budget transfer. Co-Facilitator/scribe In-house Actual Tools for co-facilitator/scribe Catering (includes food, drinks, plus delivery or service costs) Paper notebook? Excel spreadsheet accessed via laptop or tablet? Will we need to purchase something, and/or writing utensils or do we have what we need? Take extras. Do we need extension cord? Have we checked electrical outlets at location? Best practices for focus groups call for refreshments; for this event, pizza, soda, and salad are suggested. Need to accommodate vegetarians, those with allergies survey participants in advance re dietary restrictions? Is there a need to break food and drink costs separately from delivery/service costs? Have enough drinks to last through the whole event Request budget sheet sample Directional signage Will event signage be necessary to get participants to the location in a timely, safe manner and for goodwill? Needs/comforts Compensation Maximize participation Archive artifacts Remember reporting Room rental? Mileage Childcare Printing release form for childcare Printing informed consent sheet Printing permission sheet Accomodations Nametags Markers Video? Audio? Transcription Storage for artifacts Reporting results (some printed) [need to determine what is required to cover liability] University transcription service. What location maximizes participation for our targeted group? Facilitates childcare? Provides for catering? Reduces distraction from other events, construction, traffic problems to get there? Can we get a free room on campus or do we need to go off? Make sure location is accessible. If off-campus, and using in-house facilitators, need to budget for mileage allowance Estimate Group expected to include students who are parents. Childcare will facilitate participation and full representation of views. Need parents to sign release? Cost estimate covers ½ hour drop off, 2 hours focus group, ½ hour pickup, for 3 hours $25.00 per hour (estimate) Release of liability for childcare; we must retain these forms Participants get to keep this so must be a separate document Attached to informed consent disclosure sheet; Participants detach and turn this in prior to participation, during meet & greet; we must retain these signed forms Identify in advance any accommodations needed for participants, consult with Disability Services; any costs? Everyone wears these first names only; pack 35, one each for facilitator, cofacilitator; 21 for invited participants, extras for mess ups and uninvited guests if included To complete nametags Do we want to include nonverbals in interpretation/analysis? Not body language, but intonation? If recording add reference to it in script, include in informed consent. Will co-facilitator manage electronic recording setup or do we need to budget for tech assistance? Estimated Estimate 3 hours for every 1 hour of notes. 2x3=6 hours, at $35.00 per hour (estimated). We keep notes, transcripts, release forms, video, audio etc. Required to have locked cabinet; do we have this already? Anticipated needs: 4 color executive summary (approx. 5 pages ea x per page= Full length report for department, VP: 10 pp bw x each = Password protected summary for participants will be made available online (authentication with student ID) What else? Total Costs

12 Your Brain on Bias Planning Sampling Implementation Interpretation Ability Culture Privilege Race Education What else? Language Socioeconomic status Power/ Dominance

13 MITIGATE BIAS 1.Limit outside influencers 2.Peer and selfexamination before, during, after 3.Remain quiet

14 Practical tools Potential for preconceived notions What are my preconceived notions? Examine preconceived notions about: a) the focus of the study b) the participants in the group Request personal inventory samples Aesthetics Ability Access Personal inventory Peer review Expert consult Lit review Questions to ask about the topic Personal Bias Professional Bias Political/Social Bias Bias Mitigation Personal experience Age with the topic? For example, if the topic is scholarships, were you a scholarship recipient of not? Critically examine your preconceived notions and your thoughts/feelings about the topic and your relationship to the outcome. Aptitude Attention Someone close affected by this topic? Attitude Culture Thoughts and feelings associated with experience of this topic? Education Engagement Ethnicity Entitlement How might thoughts and feelings compel your performance Gender in the focus group? Language Motivation Nationality Position Does a particular (power/dominance) outcome either positively or negatively affect your situation? Prospects What else? Race Sexual Identity Socio-Economic Status Is a child, close friend, or student in whom you are particularly invested affected by scholarship awards? Do you feel scholarships are good things? Did you think that you or the student did not receive enough scholarship? Do you have lingering frustration or are you grateful? Do you believe scholarships should be awarded for some qualifications and not others? You may have reactions to what you hear in the focus group. If you hear input not consistent with your mindset, you may feel the urge to object, defend, clarify, or otherwise comment. Will people you know benefit from recommendations made in a particular direction? Will it make your daily tasks easier if the recommendations come out a particular way? Are you in charge of the scholarship program and so the outcome might serve as evidence of your performance? Critically examine your preconceived notions and your thoughts/feelings about the topic and your relationship to the outcome. Carefully examine the question list you construct; have it peer reviewed. Do the questions guide the answers? If biases are present, reword or rewrite questions. Practice reciting questions aloud; take care to regulate intonations so as not to guide for particular responses. Remain quiet during facilitation if views emerge that are not consistent with your beliefs, thoughts, feelings. Critically examine your interpretations of results to make sure meaning-making has not been skewed by your pre-existing bias. For example, if you are a grateful scholarship recipient facilitating a focus group of students who did not receive scholarships, anticipate that you may hear negative comments about scholarships and scholarship recipients. Plan for this and mentally rehearse staying quiet - simply receive both positive and negative feedback. If participants don t understand something, rehearse asking them to articulate, but refrain from explaining, teaching, or defending. Let the participants teach you. Be open to learning. Engage a facilitator for whom the outcome has no consequence or influence. What else?

15 3 BIG THINGS Clearly-Defined Focus Realistic Expectations Bias Mitigation

16 Let s do it! Apply the 3 Big Things Clearly-Defined Focus Realistic Expectations Bias Mitigation

17 Please complete the feedback sheet 2

18 More to Explore about Focus Groups OSU Center for the Study of Student Life Training Webinars Overview, Step-by-Step Guides, Data Analysis: Including: Part 1: What to Expect from a Focus Group Part 2: Mitigating Personal Bias in Focus Group Facilitation Part 3: Managing the Focus Group

19 References Krueger, R. (2002). Designing and conducting focus group interviews. Retrieved from FocusGroupInterviews.pdf Wells, W. (1974). Group Interviewing. In J. Higginbotham. & K. Cox (Eds.), Focus Group Interviews: A Reader (2-12). Chicago, Ill.: American Marketing Association. McQuarrie, E. (2012). The market research toolbox: a concise guide for beginners (3rd edition). Los Angeles, Calif.: SAGE. Stewart, D., Shamdasani, P., and Rook, D. (2007). Focus groups : theory and practice (2 nd edition). Thousand Oaks : SAGE Publications.

20 Thank you! Debra Wilburn