focus_grps_f08

focus_grps_f08 - Focus Groups Isabel Farrar Survey Research...

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1 Focus Groups Isabel Farrar Survey Research Laboratory University of Illinois at Chicago 10/29/2008 SURVEY RESEARCH LABORATORY 2 UIC Survey Research Laboratory ± Who we are ± What we do 10/29/2008 SURVEY RESEARCH LABORATORY 3 Methods of data collection from respondents ± Quantitative ± Survey questionnaires ± Polling ± Qualitative ± Ethnographic research/Ethnography ± Focus groups ± Cognitive interviews
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2 10/29/2008 SURVEY RESEARCH LABORATORY 4 The focus group defined ± Focus groups are in-depth qualitative interviews with a small number of carefully selected people brought together to discuss a host of topics. ± Discussion is interactive ± Examples of topics ± Guide with open-ended questions ± Help designing survey questions (as opposed to cognitive interviews) ± Understanding how to get cooperation from target population 10/29/2008 SURVEY RESEARCH LABORATORY 5 Why a focus group? ± Concerned with understanding attitudes rather than measuring them ± Interactive nature allows a discussion to address “how” and “why” ± Not a form of group interviewing! ± Analysis is subjective, cannot generalize to
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focus_grps_f08 - Focus Groups Isabel Farrar Survey Research...

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