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Mobile Learning portal [prototype] WAP Blog: Mobile Learning & Usability
Anita Gibbs
Dr Anita Gibbs is a Research Officer at the Probation Studies Unit, Centre for Criminological Research, Oxford University !his article arises out of a revie" of focus grou# methodology conducted for the De#artment of Social $edicine at %ristol University in $arch &''(
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2 2010 (144) 3 e!e"ber (4) 2 #o$e"ber (%&)
Mobile 'W('')* pros & !ons Mobile P+one is "ore !on$enient t+an #oteboo, -o"p... rea/ing Bible on Mobile p+one in !+0r!+ 20101121 2 -on!ept0al3'+eoreti!al 4ra"e5or, (5i,ip... Usability 4ra"e5or, (6+a!,el) 20101121 2 !on!epts & /e7intions o7 )$al0ation res... 20101121 2 )$al0ation resear!+3"et+o/ (Patton) 20101121 2 )$al0ation *esear!+ (Wi,ipe/ia) 20101121 2 )$al0ation *esear!+ (Po5ell) 20101121 2 )$al0ati$e *esear!+ (Winsett8 #A'-9) 20101121 2 '+e Planning2)$al0ation -y!le (6o!ial*e... 20101121 2 )$al0ation *esear!+ (6o!ial*esear!+Met+... 2010112& 2 iagra" 2 4o!0s :ro0p as a ;0alitati$e ... 2010112& 2 Pee, & 4ot+ergill8 Using 4o!0s :ro0ps 7...
)ocus grou# research involves organised discussion with a selected group of individuals to gain information about their views and experiences of a topic )ocus grou# intervie"ing is #articularly suited for obtaining several #ers#ectives about the same to#ic !he benefits of focus grou# research include gaining insights into #eo#le*s shared understandings of everyday life and the "ays in "hich individuals are influenced by others in a grou# situation Problems arise "hen attem#ting to identify the individual vie" from the grou# vie", as "ell as in the #ractical arrangements for conducting focus grou#s The role of the moderator is very significant. Good levels of group leadership and interpersonal skill are required to moderate a group successfully )ocus grou#s are under+used in social research, although they have a long history in mar,et research -$organ &'../, and more recently in medical research -Po"ell 0 Single &''1/ !his Update examines the value of focus grou#s as a tool for social researchers and considers their #otential and their limitations
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Compared to observation , a focus group enables the researcher to gain a larger amount of information in a shorter period of time. Observational methods tend to depend on waiting for things to happen, whereas the researcher follows an interview guide in a focus group. In this sense focus groups are not natural but organised events. Focus groups are particularly useful when there are power differences between the participants and decision-makers or professionals, when the everyday use of language and culture of particular groups is of interest, and when one wants to explore the degree of consensus on a given topic ( organ ! "reuger #$$%&.
Focus groups can be used at the preliminary or exploratory stages of a study ("reuger #$''&( during a study, perhaps to evaluate or develop a particular programme of activities ()ace et al #$$*&( or after a programme has been completed, to assess its impact or to generate further avenues of research. They can be used either as a method in their own right or as a complement to other methods, especially for triangulation ( organ #$''& and validity checking. Focus groups can help to explore or generate hypotheses (+owell ! ,ingle #$$-& and develop .uestions or concepts for .uestionnaires and interview guides (/oppe et al #$$0( 1ankshear #$$%&. 2hey are however limited in terms of their ability to generalise findings to a whole population, mainly because of the small numbers of people participating and the likelihood that the participants will not be a representative sample. 3xamples of research in which focus groups have been employed include developing /I4 education in 5imbabwe ( unodawafa et al #$$0&, understanding how media messages are processed ("it6inger #$$* ! #$$0&, exploring people7s fear of woodlands (8urgess #$$-& and distance interviewing of family doctors (9hite ! 2homson #$$0&.
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:nother benefit is that focus groups elicit information in a way which allows researchers to find out why an issue is salient, as well as what is salient about it ( organ #$''&. :s a result, the gap between what people say and what they do can be better understood (1ankshear #$$%&. !f multiple
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understandings and meanings are revealed by participants, multiple explanations of their behaviour and attitudes will be more readily articulated. 2he benefits to participants of focus group research should not be underestimated. 2he opportunity to be involved in decision making processes ()ace et al #$$*&, to be valued as experts, and to be given the chance to work collaboratively with researchers (;oss ! 1einbach #$$-& can be empowering for many participants. !f a group works well, trust develops and the group may explore solutions to a particular problem as a unit ("it6inger #$$0&, rather than as individuals. >ot everyone will experience these benefits, as focus groups can also be intimidating at times, especially for inarticulate or shy members. /ence focus groups are not empowering for all participants and other methods may offer more opportunities for participants. /owever if participants are actively involved in something which they feel will make a difference, and focus group research is often of an applied nature, empowerment can realistically be achieved. :nother advantage of focus groups to clients, users, participants or consumers is that they can become a forum for change ()ace et al #$$*&, both during the focus group meeting itself and afterwards . For example, in research conducted by ;oss ! 1einbach (#$$-&, the participants in the research experienced a sense of emancipation through speaking in public and by developing reciprocal relationships with the researchers. In another study (,mith et al #$$0&, patients in hospital were invited to give their views about services and to provide ideas about improvements. In this instance change occurred at the management level as a direct result of patients7 input. :lthough focus group research has many advantages, as with all research methods there are limitations. ,ome can be overcome by careful planning and moderating, but others are unavoidable and peculiar to this approach. The researcher, or moderator, for example, has less control over the data produced ( organ #$''& than in either .uantitative studies or one-to-one interviewing. The moderator has to allow participants to talk to each other, ask questions and express doubts and opinions, while having very little control over the interaction other than generally keeping participants focused on the topic. 8y its nature focus group research is open ended and cannot be entirely predetermined. !t should not be assumed that the individuals in a focus group are expressing their own definitive individual view. 2hey are speaking in a specific context, within a specific culture, and so sometimes it may be difficult for the researcher to clearly identify an individual message. 2his too is a potential limitation of focus groups. On a practical note, focus groups can be difficult to assemble . It may not be easy to get a representative sample and focus groups may discourage certain people from participating, for example those who are not very articulate or confident, and those who have communication problems or special needs. 2he method of focus group discussion may also discourage some people from trusting others with sensitive or personal information. !n such cases personal interviews or the use of workbooks
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alongside focus groups may be a more suitable approach . Finally, focus groups are not fully confidential or anonymous, because the material is shared with the others in the group.
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Once a meeting has been arranged, the role of moderator or group facilitator becomes critical, especially in terms of providing clear explanations of the purpose of the group, helping people feel at ease, and facilitating interaction between group members. During the meeting moderators will need to promote debate, perhaps by asking open questions. They may also need to challenge participants, especially to draw out people's differences, and tease out a diverse range of meanings on the topic under discussion. Sometimes moderators will need to probe for details , or move things forward when the conversation is drifting or has reached a minor conclusion. Moderators also have to keep the session focused and so sometimes they may deliberately have to steer the conversation back on course . Moderators also have to ensure everyone participates and gets a chance to speak. At the same time moderators are encouraged not to show too much approval (Kreuger !""#, so as to avoid favouring particular participants. They must avoid giving personal opinions so as not to influence participants towards any particular position or opinion. The role o$ the moderator is a demanding and challenging one, and moderators will need to possess good interpersonal skills and personal qualities, being good listeners, non-judgmental and adaptable. These %ualities will promote the participants& trust in the moderator and increase the li'elihood o$ open, interactive dialogue. (inally, the degree o$ control and direction imposed by moderators will depend upon the goals o$ the research as well as on their pre$erred style. If two or more moderators are involved in the facilitation of a focus group, agreement needs to be reached as to how much input or direction each will give. )t is recommended that one moderator facilitates and the other takes notes and checks the recording equipment during the meeting. There also needs to be consistency across $ocus groups, so care$ul preparation with regard to role and responsibilities is re%uired.
Ethical issues
*thical considerations $or $ocus groups are the same as $or most other methods o$ social research (+oman !! #. (or e,ample, when selecting and involving participants, researchers must ensure that full information about the purpose and uses of participants' contributions is given. -eing honest and 'eeping participants in$ormed about the e,pectations o$ the group and topic, and not pressurising participants to spea' is good practice. A particular ethical issue to consider in the case o$ $ocus groups is the handling o$ sensitive material and con$identiality given that there will always be more than one participant in the group. At the outset moderators will need to clarify that each participant's contributions will be shared with the others in the group as well as with the moderator . articipants need to be encouraged to keep confidential what they hear during the meeting and researchers have the responsibility to anonymise data from the group.
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Michael Yeap...PhD a!"i"ate: #$1$11#% & 'ocus (roup research metho" )(i**s+
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Source: http://sru.soc.surrey.ac.uk/SRU19.html
Posted by Michael "ISO" at 5:34 AM Labels: focus grou ! "ibbs! research #ethod
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