Focus+Groups

= = =FOCUS GROUPS=



When gathering research and data a good way to so other than surveys is by hosting a focus group. A focus group by definition is "a form of qualitative research in which a group of people are asked about their attitude towards a product, service, concept, advertisement, or idea. These questions are asked in an interactive group setting where the participants are free to talk with other group memebers." (wikipedia) Putting together a fucus group gives a study more indepth and personal answers to the topic at question. A study group allows the members to react to each others thoughts and comments which can stimulate each others memories and the discussion will flow more naturally, thus giving a wider variety of user results. = = =DIFFERENT TYPES OF FOCUS GROUPS= http://en.wikipedia.org/wiki/Focus_group
 * **Two-way focus group** - one focus group watches another focus group and discusses the observed interactions and conclusions
 * **Dual moderator focus group** - one moderator ensures the session progresses smoothly, while another ensures that all the topics are covered
 * **Dueling moderator focus group** - two moderators deliberately take opposite sides on the issue under discussion
 * **Respondent moderator focus group** - one or more of the respondents are asked to act as the moderator temporarily
 * **Client participant focus groups** - one or more client representatives participate in the discussion, either covertly or overtly
 * **Mini focus groups** - groups are comprised of 4 or 5 members rather than 8 to 12
 * **Teleconference focus groups** - telephone network is used
 * **Online focus groups** - computers and internet network is used

=HOW TO CONDUCT YOUR OWN FOCUS GROUP= Taken from:http://www.frost.com/prod/servlet/mcon-methodologies-focus-groups.pag

The seven basic steps for conducting a focus group are: To improve the effectiveness of the focus group, a special focus group facility, consisting of a meeting room with a round or oval table to enhance communication among the respondents should be used. Typically, it will also have a full line of audio/visual equipment.
 * 1) Determine research objectives
 * 2) Develop a discussion format
 * 3) Choose and screen participants
 * 4) Select a moderator
 * 5) Convene the focus group meeting
 * 6) Collect and analyze data
 * 7) Make a presentation

=ADVANTAGES AND DISADVANTAGES OF GROUPS=


 * Advantages**
 * Opinions or ideas of individual group members can be taken and refined by the group, resulting in more accurate information.
 * A "snowballing" effect can occur, causing the ideas of individual members of the group to be passed around the group, gathering both momentum and detail.
 * Focus group interviews are generally more interesting to the respondent than individual interviews. As a result, answers are likely to be longer and more revealing.
 * As the questions of the moderator are directed at a group rather than individuals, the degree of spontaneity of resultant answers is often greater in a focus group interview.


 * Disadvantages**
 * Structuring a random sample is a complicated task. The responses of the participants in the interview are likely to be different from the responses of those that did not participate. So non-response can be a serious problem.
 * Focus groups are generally costlier than other end-user interview alternatives.
 * The moderator can introduce significant biases into the proceedings, should she/he fail to ask certain questions or delve deeply into specific areas.
 * Skilled moderators are difficult to find, and when their services are available, they are often expensive.

=EXAMPLE OF MY OWN FOCUS GROUP:= When doing the group project for this course our group decided to create a new interactive map of UTM. When doing research to see what the students want we handed out surveys, but also in order for us to learn more from peoples personal experience and their feelings toward the current map I put together a focus group. Here is an example of the results I obtained:

Members:

Name: Colleen Tam Major: Philosophy and History Year: 3 Hometown: Hong Kong Colleen Tam came to UTM from Hong Kong 3 years ago. When asked how she felt about the mapping system UTM has she said it was easy for her to find all the main buildings because there was only 4 of them, however she said once inside the building she was lost. Colleen said she never actually referred to the current UTM outdoor map, and that she often used her student guide she was given on the first day to direct her. Colleen brought up the point that if there was an interactive map, and it was located in more than one place she would use it. She also pointed out that the inside of the south building is very confusing because it is a lot bigger than it looks.

Name: Lucas Dorn Major: Environment Year: 3 Hometown: Etobicoke Lucas Dorn is a local Toronto resident who chose to live at UTM in first year to experience rez life. Lucas was quick to point out that the current map of UTM names the residences in phases. He said living in rez he didnt know what phase he was from but rather the name of the court he lived in such as Putnam Place. Lucas also feels the maps should be located all over the campus. He thinks there should be a basic map in all the parking lot as well as all the entrances to buildings. Lucas also said ultimately it would be great to have one or two central maps that acted as a map quest where if you are in one place and point to another, it shows you the route you should take.

Name: Kate Veinot Major: Animal Behavior and Psychology Year: 3 Hometown: Ottawa

Kate moved here from Ottawa and was very unfamiliar with the area, however was used to living in a big city. Kate said she rarely used the current UTM map and just did her best to find her way around. Kate feels one of the most important aspects to the new UTM mapping system would be an indicator of where you are, such as in mall maps. She also feels that there should be more than one map in each building that shows where you are. She gave the example of being in the south building basement in first year and finding a map, but not knowing where she was because it didn’t tell her and all the walls were brown. Also Kate uses public transit to commute to work everyday. Kate thought it would be a good idea to incorporate where the bus stops are on the campus as well as maybe a bus schedule.

Name: Paul Carlson Major: Geography Year: 3 Hometown: Blind River, Ontario Paul Carlson moved to Mississauga from a small town up north with a population of 3,500. Paul studies geography and looks for a simple easy to read type of map. He said the current map is not terrible, but it could be improved by adding more of them around campus. Paul also said it is important that nothing on the map is colored in blue unless it is water because those are the rules of mapping.

Name: Darren Vincent Major: Industrial Relations Year: Graduated Hometown: Orleans, Ottawa

Darren Vincent is a recent graduate from Ottawa. He recalls back to his first days at UTM and said he didn’t really use the map, he learned where things were on the tour and hoped to remember them. Darren said that there is a lack of floor plans on the current map and that could be expanded upon. Darren also said that it would have been useful to have events posted on the map for example outside the student center. He said often he did not know what was going on around campus.

As you can see, the focus group allowed me to sit down with them as a group and listen to what they thought. When it came to designing the interactive map it was very useful to have there input and it was definetely used to make a map that is for the students by the students.

Picture 1: http://aidsaction.info/images/aa/aa325.gif Focus logo: http://www.tap1.com/catalog/images/Focus%20Logo.jpg Advantages and Disadvantages http://www.frost.com/prod/servlet/mcon-methodologies-focus-groups.pag Different types of focus groups: http://en.wikipedia.org/wiki/Focus_group