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1、FOCUSGROUPS:ANINTRODUCTIONPresentedbyKathrynS.MuellerMETHODOLOGYSOURCES:King,A.J.&Lonnquist,M.P.l992.ofActionLearningfromtheLiterature:FiftyYearsResearch.U.ofMinnesota,CenterforAppliedResearchandEducationalImprovement,Minneapolis,MN.Krueger,RichardA.andJeanA.King.1998.I
2、nvolvingCommunityMembersinFocusGroups.ThousandOaks,Ca.:SagePublication,Inc.Krueger,RichardA.l994.FocusGroups.ThousandOaks,Ca:SagePublications,Inc.Krueger,RichardA.&DavidL.Morgan.1998.TheFocusGroupKit.ThousandOaks,Ca.:SagePublications,IncMorgan,DavidL.l998.TheFocusGroupG
3、uidebook.ThousandOaks,Ca.:SagePublications,Inc.AreFocusGroupsforyou?AreYou:Asocially-orientedperson;i.e.,a“peopleperson”Agoodlistener?Abletoseepatternsinwhatdifferentpeoplesay?Onethatenjoysgettingoutintothe”real”community?Abletothinkonyourfeet?Agoodobserverofhumanintera
4、ctions:bothverbalandnon-verbal?Abletorecordconversationsandinteractions?Abletoestablishrapportwithpeople?Abletoacceptdiversityofpeople,opinions,values?Discreetinlistening,hearingandsharinginformation?Abletomakepeoplefeelcomfortableandtrustinginsharingtheirthoughts?Ablet
5、ocontrolyourownverbalandnon-verbalexpressions?Fascinatedbynew,oldorcontroversialideasemerging?Onewhoenjoyshearingstories?Whatisafocusgroup?Atypeofqualitativeresearchtechnique,involvinggroupdiscussionsorgroupinterviewswhereinatrainedmoderatorguidesthediscussionoftopicsor
6、ideasinordertogeneratemeaningfulinformation.Agroupofparticipants(typically6to8),whocomefromasimilarbackground,broughttogetherinacomfortable,permissive,real-lifeenvironmentinordertopromotemutualinsightandelicitimpressions,novelideasandsolutionstoproblems.Amethodoflisteni
7、ngtopeopleandlearningfromthem.Whatdowemeanby“qualitativemethods?”Researchmethodsthatuseinterpretivedescription(words)ratherthanstatistics(numbers)toanalyzeunderlyingmeaningsandpatternsofsocialrelationships.Methodsinvolve:-(1)explorationanddiscovery(2)contextanddepth(loo
8、kbehindpeople’sthoughtsandexperiences)(3)interpretation(providinganunderstandingofwhythingsarethewaytheyare)Ty
