Online HPT Manual
  • About HPT
    • Overview of Definitions
    • History
    • Trends
    • Tool Summary
  • HPT Glossary
  • Concept Map
  • HPT Models
    • Gilbert's BEM
    • Mager & Pipe
    • ISPI
    • Rummler's Model
    • ADDIE
  • HPT Tools
    • Focus Group
    • Job Task Analysis
    • Ishikawa Diagram
    • Observing Actual Performance
    • Pareto Chart
  • HPT Concepts
    • Front-end Analysis
    • Value Stream Analysis
    • Quantitative Analysis
    • Qualitative Analysis
    • Root Cause Analysis: 5 Whys
  • HPT Case Studies
    • Jeans Case Study
    • Field Ops Case Study
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In this section there are the following resources:
  • Focus Group Overview
  • Focus Group Job Aid

focus group oVERVIEW

WHAT
Focus groups are a form of qualitative research in which a group of people are asked for their opinions on a particular subject in order to receive feedback on how to improve or modify it.

WHY
Focus groups are used to discover how different people think and feel about a topic and why they hold certain opinions.

HOW
Focus groups can take many different forms, however the table below from the Iowa State University Extension gives a general outline[i]

       Format: Group session
       Size: 8-12 per session; invite twice as many
       Length: 1.5 to 2 hours
       Number of sessions: Varies; should be more than 1
       Participants:
          1.   Selected; by invitation only
          2.   Similar characteristics
       Forms of data:
          1.      Conversation, including tone of voice
          2.      Silences (words and issues)
          3.      Body language
       Collection of Data:
          1.      Audiotape
          2.      Transcribe
       Moderator:
          1.      Flexible yet focused
          2.      Uses interview guide; modify based on early sessions
       Formats for reporting:
          1.      Selected quotations
          2.      Analysis of repeated themes

ADVANTAGES
Two advantages for using focus groups are that they conserve resources and can provide specific information.  Focus groups are cheaper and take less time to conduct than individual interviews.  Additionally, they can provide detailed information about personal and group feelings, perceptions and opinions.

DISADVANTAGES
Two main external disadvantages of using focus groups are the observer dependency and the setting.  Both the observer and the environment surrounding the focus group can have a profound effect on the results.  The observer can influence the group through his/her biases unless the focus group is repeated.  Additionally, the setting if not presented in an open and inviting environment may skew responses from group members.

USE IN THE REAL WORLD
Employers can use focus groups to gather feedback from employees.  According to HR Specialist magazine, employee focus groups are a good way to uncover issues affecting productivity and retention.[ii]

RESOURCES
[i] Grudens-Schuck, N. , Lundy,B. A., and Larson, K., (2004). Focus Group Fundamentals. Iowa State University Extension. Retrieved from:http://www.extension.iastate.edu/Publications/PM1969B.pdf
[ii] Want real employee feedback? Use a focus group. (2011). HR Specialist: Compensation & Benefits, 6(8), 6.

FOCUS GROUP JOB AID

The job aid below is intended to provide first-time practitioners guidance on how to implement a focus group.
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Next: Job Task Analysis
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