Focus Groups as
Assessment Tools
Marie L. Radford, Ph.D.,
Associate Professor, Rutgers University
[email protected]
LAMA/MAES Using Measurement Data for
Library Planning & Assessment Committee
“Got Data, Now What? Analyzing Focus
Groups and Usability Study Results”
ALA, Chicago, June 26, 2005
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Participants
How many have conducted
FG & have data to analyze?
 How many are planning
FG?
 How many are considering
FG?
 How many are skeptical of
value of FG?
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AGENDA
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Phase 1: Planning
Phase 2: Conducting Focus Groups
Phase 3: Analysis of Focus Group Data
Phase 4: Reporting Results
Using Focus Group Results in Strategic
Planning
What is a
Focus Group?
“A focus group is an in-depth, face-to-face
interview of a group of 8 to 12 people
representing some target group and
centered on a single topic.”
(Zweizig, Johnson, Robbins, & Besant, 1996)
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Advantages of Using FG for
Strategic Planning
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In-depth understanding of experiences &
meanings.
Better data – synergy created:
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Comments stimulate others
Unexpected insights
More complete info.
Elicit strong & common opinions
Less inhibiting, less formal.
Access needs of under-served or
underrepresented groups.
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Disadvantages
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Lots of planning & administration time!
Skilled moderator required
Participants may be too quiet or
too outspoken
Analysis, summarization &
interpretation of responses may be
difficult
Tape transcription - time consuming &
costly
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Limitations
Difficult to generalize
 May not be representative
 Analyzes perceptions, not facts
 Subjective analysis (reliability
requires more than 1 person)
 Compensate by combining methods
(surveys/observation)
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Phase I:
Planning
Crucial phase!
 Communicate to stakeholders
 Determine role of FG in overall
assessment

What info. is needed?
 Identify key issues
Choose moderator & assistant (see
handout)
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More Planning
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Identify target group(s)
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Decide # of FG, 3-4 per targeted population
Identify pool
Recruit volunteers
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Plan 8-12 per group (over-recruit & remind)
Offer reward (e.g., free copycard, food)
Seek representative members
Form homogeneous groups:
 Academic (e.g., faculty, undergrads, grad. students)
 Public (e.g., adults, teenagers, non-users)
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Yet More Planning…
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Design FG guide, include:
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Consider modified FG (see handout)
Plan schedule (1.5-2.5 hours each)
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Introduction (purpose, ground rules)
Ice breaker or warm-up set of questions
Relevant major/probe questions (4-5)
Summary or closing
When & Where
Choose notes or tape recorder
Choose method of data analysis
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Phase II: Conducting
Focus Groups
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Bring/check supplies
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Flip chart, markers, masking tape, etc.
If taping check equipment & have back-up
Start on time, don’t waste time
Begin by creating safe climate
Obtain permission to use info. & if taping
Help quiet people talk, limit talkative
people
Thank them!
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Phase III: Analysis
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Listen/transcribe tapes
Review notes
Ways to analyze data:
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Use data to identify categories
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Repeated reading/listening
Code data into pre-determined categories
Use data as basis for summary statements
“capture the essence”
Modified FG already identifies priorities
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Analysis, Cont.
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Compare across focus
groups
Compile & summarize
Look for trends or
problems to study
Do not overgeneralize from
results!
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Phase IV: Reporting Results
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Parts of Report
 Bulleted executive summary
 Statement of purpose
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List of issues
Method (keep it brief!)
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How data collected
How analyzed
Describe participants
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Parts of Report,
Cont.
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Summary of findings:
 What said each issue
 Consensus?
 Comparison of groups
Sample quotes (anonymous)
 Few, well chosen, representative
Interviewer’s impressions
Recommendations:
 Short term (low hanging fruit)
 Long term
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Library Strategic
Planning Examples
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Academic
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Rutgers University Libraries
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Major part of strategic planning
initiative.
Focus groups of students & faculty.
3 Campuses.
3 Moderators, 3 Assistants.
Recruitment difficulties.
Results extremely useful.
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Public Library
Example
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Brooklyn Public Visual & Performing
Arts Library
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Inform building project.
Large urban library system.
FG of community groups, artists, art educators.
Report used in informing decision making, fund
raising, & strategic planning.
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Presenting to Administrators
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For written or oral presentation
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Brevity is important
Put your best foot forward! Highlight:
 Positive results
 Strategic directions
 Major concerns
Begin & end with quotation
Bulleted executive summary may be
all that is read (!)
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Using Results for Strategic
Planning
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Allow sufficient time to review
results
Use missions, goals for
guidance
Look at short & long term
recommendations
Prioritize recommendations
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Using Results Cont.
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Gain consensus
Establish task forces or assign
responsibilities
Establish objectives, target dates
Establish regular (6 mo. or annual) review
process
Create assessment plan
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For More Information…
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See list of books
& articles.
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Questions??
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Thank you!
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