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Focus group research for Focus group research for

Focus group research for - PowerPoint Presentation

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Focus group research for - PPT Presentation

Extension Agents How this easily adaptable tool can be used for needs analysis pretesting and evaluation Paul Monaghan FFL In S ervice Training May 21 2014 What is a focus group Group interview guided by a moderator Usually 68 people who may be randomly chosen to participate or sel ID: 694782

focus bass trophycatch group bass focus group trophycatch groups questions trophy club florida fish program number discussion prizes community

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Slide1

Focus group research for Extension Agents

How this easily adaptable tool can be used for needs analysis, pre-testing and evaluation

Paul Monaghan

FFL In-

S

ervice Training

May 21, 2014Slide2

What is a focus group?

Group interview guided by a moderator. Usually 6-8 people who may be randomly chosen to participate or selectively chosen because they all share some experience or opinion of interest to the researcher. Slide3

Why Conduct a Focus Group?

A valuable information collection tool for initial understanding of a topic or program

A very useful tool for collecting information on the human dimensions of natural resource issues

Allows you to gather information on diverse stakeholder perspectives

Commonly used in the business/marketing world to understand audiences

Used to pre-test messages, materials and products

Often used in survey designSlide4

I have used focus groups to…

Uncover social marketing concepts (audience analysis, barriers to change, hidden benefits of behavior change)

Assess community or organizational needs

Foster participation in a future program

Test survey questions

Pre-testing educational and marketing materials, messages, graphics, etc.Slide5

Important Distinctions of Focus Groups

Many other activities often confused with focus groups:

Discussion groups

Delphi groups

Community forums

Town meetings

Brainstorming groups

Focus Groups collect and analyze

qualitative data

on opinions, attitudes and perceptions

They use

group interaction

to stimulate discussion

They have structured discussion guides but can and should be open to wider discussion of topicsSlide6

Focus Group Basics

Minimum number to conduct

Min and max number

of participants

Who

participates

?

Not trying to generalize to a larger population

Attempt to dig deeper into why people have different attitudes, knowledge and behaviors, how they will react to something, what their interests are

Ethics and privacy Slide7

Components of Focus Groups

Questionnaire design

Planning and Recruiting

Moderating

Analysis of data

Getting feedback on results; reportingSlide8

Designing good open ended questionsExercise 1

Begin by thinking of an audience or group of stakeholders- HOA members, landscape contractors, workshop participants.

What are 3 things you would like to learn from them to understand their interests, their beliefs, why they do something you don’t understand. Slide9

Write those 3 learning objectives on a piece of paper

Now begin with an

icebreaker question.

Something like, “what’s the best thing about…”

Here are some examples from my work:

What makes this a strong community?

What is the one thing we can do to preserve large bass in the state?

What does an “environmentally friendly yard” look like to you?

Do you ever worry we won’t have enough water? What makes you say that?Slide10

Now come up with 5 conversational questions

Start out with broad or general topics

Narrow it down to a more specific topic

Decide on probing questions and follow-up questions

Make sure they are “conversational” questions

T

ell me about the time when…

If you were the boss…

In five years, what would this look like?

What haven’t we discussed here that you think is important?Slide11

Practice your questions with someone

Explain your 3 research objectives

Practice your questions out loud

Modify if they are awkward or complicated

Ask your partner to suggest probing questions or follow ups

Write down all suggestions

Finalize your icebreaker and 3-5 questions

We will debrief together and ask “Will they start a conversation?”Slide12

Can we conduct a focus group with FFL Educators about the new water savings survey?Slide13

2. Planning and Recruiting

Conceptualize, define key questions and goals

Identify target groups, number of groups

Outline costs and budget

Travel for coordinators, food/beverages, room costs, equipment and materials, staff, etc.

Arrange logistics

Venue, food, voice recording, human subjects approval, note taker(s), etc.

Develop focus group scriptSlide14

2. Planning and Recruiting

Identify target stakeholder/demographic group(s) (e.g. urban residents, environmental NGOs, local government, etc.)

Develop recruitment strategy and timeline:

Who will be recruited and how? e.g. random phone calls, local expert contacts, e-mail, hand-written letters, etc.

How many will be recruited? (Ideal number for a focus group is 6 to 8 people)

Rule of thumb: Recruit 12 to 15 in order to have 6 to 8 show up.Slide15

3. Moderating

Prepare and practice detailed focus group script that moderator uses as guide

A focus group moderator will:

Establish clear ground rules, expectations

Create a safe environment for sharing opinions

Encourage different points of view-- do not force voting or reaching consensus

Encourage group interaction, idea sharing, conversation

Use “subtle group control”, e.g. encourage quieter members to speak, politely control dominant participantsSlide16

Challenges of Moderating

Managing group dynamics and personalities

Creating a safe, neutral environment

Building trust

Gathering opinions and perspectives from everyone present

Not leading or persuading, remaining neutral

Stimulating discussion

Maintaining focus on topics in script

Being respectful of everyone while moving through discussion script efficientlySlide17

4. Analysis and reporting

Archive your notes, observations, debrief with others

If you have recorded it, transcribe it

Add demographic or descriptive features to the speakers

Read and reread

Make notes in the margins

Use different colored highlighters

Cut and pasteSlide18

Projects using focus groups to understand homeowners and conservation behavior in the landscape

Manatee County

:

Stormwater

Ponds, nutrient control and landscaping issues.

Alachua County

: Water conservation in the landscape to protect

springsheds

; GRU evaluation of soil moisture sensor pilot project.

Hillsborough County

: Tampa Community Tree Program.Slide19

Projects using focus groups to build community capacity to address other Extension issues

Escambia Coun

ty, Florida Sea Grant, developing new programming to address coastal resilience and sea level rise.

Levy County

(Cedar Key), learning from the response to the Deepwater Horizon oil

s

pill, how can Gulf communities increase resiliency for future disasters?

Lee County

(Pine Island Sound), Florida Sea Grant, how can commercial and recreational fishermen work together to protect natural resources such as

seagrass

?Slide20

How can a state conservation organization use focus groups to understand its target audience?

Black Bass Management Program is a long-term, science based and

citizen guided

plan to establish Florida as the undisputed

Bass Fishing Capital of the World

D

eveloped collaboratively by the Florida Fish and Wildlife Commission and a Technical Assistance Group of anglers, guides, business owners, tourism industry and university researchers.Slide21

3 million acres of lakes

12,000 miles of rivers, streams and canals

Bass anglers spend 14 million days fishing a year

1.25 billion to state’s economy

Florida’s bass has been used to stock fisheries around the world

Why are Black Bass Important?Slide22

Key component is TrophyCatchSlide23

Create a statewide record keeping system to document catches of trophy bass.

Instill a stronger catch and release conservation ethic among anglers.

Educate anglers about the importance of trophy fish to our fish populations.

Allow the public to participate in the management of Florida’s unique aquatic resources.

Provide an understanding of the necessary components of a trophy fishery.

(Do focus group participants share these goals?)

The

TrophyCatch

program will:Slide24

Lunker Club (8-9.99 pounds) - $65 plus in value

TrophyCatch

Lunker

bass

Requirements: Photo documentation of ENTIRE bass (head to tail) on scale with weight clearly legible +

TrophyCatch

application + Bass must be released.

Competition: Year-round. Begins October 1, 2013 through September 30, 2014.

Reward: $50 Bass Pro Shops gift card + Customized Bass King T-shirt + Discounts for Sportsman on Canvas and other prizes + Entered into drawings for gift cards from Bass Pro Shops and Dick's Sporting Goods +

TrophyCatch

certificate + Exclusive

TrophyCatch

Lunker

Club window decal.

Trophy Club (10-12.99 pounds) - $150 plus in value

TrophyCatch

Trophy bass

Requirements: Same as

Lunker

Club requirements (above).

Competition: Year-round. Begins October 1, 2013 through September 30, 2014.

Reward: $150 worth of gift cards (Bass Pro Shops, Dick's Sporting Goods, and/or

Rapala

) + Long-sleeved Bass King shirt + Discounts for Sportsman on Canvas and other prizes + Entered into a drawing for fishing trips +

TrophyCatch

certificate + Exclusive

TrophyCatch

Trophy Club window decal.

Hall of Fame Club (13 pounds or greater) - $1,000 plus in value

TrophyCatch

Hall Of Fame bass

Requirements: Same as

Lunker

Club requirements (above).

Competition: Year-round. Begins October 1, 2013 through September 30, 2014.

Reward: Free fiberglass replica mount ($500 value) + Gift cards worth $200 (Bass Pro Shops, Dick's Sporting Goods and

Rapala

) + Bass King duffle bag with customized hoody, shirt, hat + A Glen Lau DVD + Honored at annual rewards event + Name entered into Florida Bass Hall of Fame at Florida Bass Conservation Center + Entered into drawing for fishing trip with Peter Miller (Bass2Billfish) +

TrophyCatch

certificate + Exclusive

TrophyCatch

Hall of Fame Club window decal + Additional prizing to be determined.Slide25

Focus Group Guide

What one thing should be done to increase the population of trophy bass in Florida?

What actions do you take to preserve these bass?

Are there management practices that could be more effective at preserving trophy bass?

How did you become familiar with TC?

Are you familiar with the prizes offered?

What do you think the goals of the program are?

Have you reported a fish to TC?

What was that process like for you?

Do you think anglers would participate without the prizes?

What would motivate you to participate and motivate others?Slide26

First round of coding

What is one thing that should be done to

improve the number of trophy bass

in the state

?

Why is it important

to you to support

TrophyCatch

?

How did you

become aware

of

TrophyCatch

?

What do you know about the

rewards

offered by

TrophyCatch

?

What are the

barriers

to participating in

TrophyCatch

?

What

was it like to register a fish? (

website problems

) Slide27

Second round of coding (splitting and lumping)

What

is one thing that should be done to

improve the number of trophy bass

in the

state?

Catch

and release (more trophy lakes and better enforcement).

Environmental

concerns (development, pollution runoff, weed

control)

S

lot

limits (taking smaller bass or limiting large

bass)

Tournament

limits (including a focus on improving survival (reducing

mortality)

Why

is it important to you to

support

TrophyCatch

?

Fish genetics (mentions of breeding programs, comparison with other states)

Promoting Florida fishing

Miscellaneous responses (Provide Data; Marketing-Economic Development)Slide28

Second round of coding (using Max QDA)

What do you know about the rewards offered by

TrophyCatch

?

Lack knowledge

Importance of prizes

Guide rewards

Suggestions

What are the barriers to participating in

TrophyCatch

?

Fish health

Items needed for reporting

Reaching audiences

AttitudesSlide29

Conclusions

Are you doing them yourself, hiring a contractor or working on a team?

Minimum numbers

Practice the questions, modify them, get feedback

If the first one goes badly or takes you in new directions, regroup and modify

Ethics and privacy

RecruitingSlide30

Sources

NOAA Social Science Tools for Coastal Programs: Introduction to Conducting Focus Groups (

http://csc.noaa.gov/digitalcoast/sites/default/files/files/1366308805/focus_groups.pdf

)

Morgan and Krueger The Focus Group Kit. Sage Press.

Richard Krueger, Designing and Conducting Focus Group Interviews (

http://www.eiu.edu/~ihec/Krueger-FocusGroupInterviews.pdf

)