Session number: 1153
Workshop title: Focus Groups: Evolution from Market Research to Qualitative Research
Author(s):
DJ Haiduven RN, PhD, CIC; Postdoctoral Nurse Research Fellow; James A. Haley V. A. Hospital; Tampa, Florida
Objective(s): Upon completion of this workshop, the participant will be able to:
1. Describe the who, what, when, where, why, and how's of conducting a successful focus group and uses for focus group research
2. Differentiate between the sampling goals of homogeneity within and heterogeneity between focus groups
3. Define validity, reliability, and objectivity in qualitative research and give examples of how to strengthen these areas while conducting focus group research
4. List 2 techniques for analyzing focus group data
5. Verbalize future researchable focus group questions in his/her area of research
Activities: I. Overview of Focus Group as a Qualitative Data Collection Technique (20 minutes)- a) discussion of evolution of focus group from a market research technique to qualitative research method; b) who, what, when, where, and how to conduct a successful focus group session; and c) sampling in qualitative research II. Audience participation exercise on sampling goals of homogeneity within and heterogeneity between focus groups (15 minutes)
III. Validity, reliability, and objectivity in focus group research (15 minutes)- definitions, and examples of how to strengthen
IV. Small group exercise to formulate researchable focus group questions in participants' areas of interest, followed by entire group discussion (15 minutes)
V. Analysis techniques using case examples and audience participation- (15 minutes)- description of rigor needed for 4 different levels of analysis techniques
VI. Summary, future research opportunities, questions & answers (10 minutes)
Target audience: Focus groups can be used in research to explore new problems, probe into reasons for behavior of patients and employees, formulate hypotheses, and validate surveys. Researchers from multiple disciplines, clinicians, and policy makers interested in conducting, forming research questions for or from, implementing interventions, and developing policies as a result of focus group research in all areas of health care delivery.
Audience familiarity: Audience probably generally familiar with focus groups. Some may have participated in them as a research assistant or moderator. Most probably not familiar with the specifics of conducting successful groups, sampling, scientific uses, scientific rigor necessary to strengthen validity, reliability, and objectivity, or the analysis techniques for focus groups as qualitative research.