A Training Manual for Social, Policy, and Market Research
Janet Mancini Billson
Contents and Organization
(Same for all versions--only cases and examples differ)
A practical and applied approach to focus group research that will help neophyte and experienced researchers plan, conduct, and report the findings from focus groups, The Power of Focus Groups is rooted firmly in social science theory and research design. Each chapter emphasizes conducting high quality focus groups that produce good data rather than interesting information that may be distorted because of design and moderation flaws. The manual follows the natural flow of focus group research, and includes chapters on communicating in groups and special topics as well. You will find sample materials for each stage of the research process in the Appendix at the end of the report. A bibliography provides resources for further reading and research.
The Versatility of Focus Groups
History and uses of focus groups in academic, marketing, and social research.
Working with Clients
Working with colleagues and clients as co-researchers. Developing the research question, the research design, the guide, and the screener. Achieving clear expectations regarding purpose, process, outcomes, and report formats; expectations regarding presentations; level of formality; and dissemination up and down communication/authority channels. Setting fees and invoicing, etc.
Thinking about Research Design
Research design issues such as ethics, group "blueprints," sample selection, recruitment procedures, screeners, moderator's guide, interrelationships between quantitative and qualitative research, etc. How to decide which "breaks" to use; how to make sure the project is designed in a way that will produce reliable data as opposed to interesting gossip.
Planning and Logistics
Creating a realistic time frame to conduct a focus group project from start to finish.
How to recruit, screen, and provide incentives for participants and ensure that groups are populated with the appropriate respondents.
Technical issues such as facility selection and layout, audio and video taping sessions.
Developing the Moderator's Guide
Crafting a powerful interview guide that will get the most out of a focus group discussion.
Why qualitative questions differ from quantitative questions and how to create an effective flow.
Communicating in Groups
Applying basic communication principles to group interaction.
Effective listening in groups.
Multi-channel communication as a way to gather the broadest, deepest data.
Strong versus weak moderation skills and how to facilitate group interaction evenly.
Moderation Theory I: Social Interaction in the Focus Group
Chapter 8
Moderation Theory II: Balancing Participation and Data Flow
Moderating the Group: Advanced Techniques
Moderation of focus groups for academic, marketing, and social research, following group dynamics theories and concepts.
Useful group dynamics techniques that help create good discussion flow.
How to handle difficult participants and recognize functional and dysfunctional group roles of both participants and moderator.
Using Groupware (computerized focus groups) in special settings.
Chapter 10
Managing Mountains of Data
Preparing the Report
Data analysis and report writing for focus group research in various settings. How to manage the mountains of data, writing top-line summaries, writing full reports, dealing with different styles for different clients. Producing executive summaries and making recommendations.
Chapter 12
Ethical issues of disclosing purpose, nature, and technical aspects of research to respondents.
The distinctions between confidentiality and anonymity.
Using the Informed Consent Agreement, Preamble, and Introductions to ensure respondent anonymity.
Monitions as a way of helping ensure report confidentiality.
Include samples: screeners, protocols, reports, executive summaries, and other useful materials.