| Focus Groups: By Telephone
[Description]
[Pros] [Cons] [Common
Uses] [Resources]
Description
This tool
is a qualitative method of data collection wherein a skilled moderator
facilitates discussion on a selected topic among a small group
of respondents, allowing them to respond spontaneously to the issues raised.
Telephone focus group sessions usually last about 60 to 90 minutes. For
focus group research to be most valuable, the moderator must voice the
research topics, establish an environment in which all points of view are
welcome, and follow up on unexpected but potentially valuable topics that
are raised.
When focus
groups are conducted by telephone, the moderator and participants speak
by conference call with observers listening and
taking notes. Telephone
groups may be recorded by audiotape. Typically, 6 to 8 people participate.
Pros
- Interaction
in groups can help elicit in-depth thought and discussion.
- Considerable
opportunity to probe answers
- Can yield
richer data than surveys about the complexities of audience’s thinking
and behavior
- Telephone
focus groups can be more easily convened than in-person groups when
participants’ occupations/lifestyles afford little
free time (e.g.
doctors, mayors); reduce travel burden on research staff;
and can allow for broad geographic representation.
- Allow
for project staff and partner to listen from their homes or offices.
- Allows
for participation of persons with limited mobility (e.g. due to disability
or illness).
Cons
- Findings
not generalizable
- Respondents
may be concerned about lack of anonymity
- Telephone
groups tend to work best when participants have tangible materials
to which they can respond
(e.g. pretesting materials).
- Long distance
phone bills for groups can be expensive, especially if many people
listen in.
- Productive
sessions by phone cannot usually be sustained more than 1 to 10 hours.
- Difficult
to share visuals without prior planning (materials must be mailed out
beforehand).
Common
Uses
- Explore
complex topics with target audience prior to program (e.g., what helps/hinders
healthy eating)
- Learn
about feelings, motivators, past experiences related to a
health topic
- Test concepts,
message materials, and artwork.
- Generate
and test hypothesis
Resources
For
guidance on how to plan focus groups, see Steps
for Conducting Focus Groups and In-depth Interviews.
See a screener
used to recruit physicians for telephone focus groups for
an evaluation component of an H.pylori campaign. Screener_Phone_Groups.pdf
See
a guide used for telephone focus groups with pharmacists for formative
evaluation for an H.pylori campaign. Guide_Phone.pdf
See topline
reports summarizing the results of telephone focus groups with physicians
for
an evaluation component of an H.pylori campaign.
Toplines_Phone.pdf
See final
report of the results of telephone focus groups with physicians for an
evaluation component of an H.pylori campaign.
Final_Report_Phone.pdf
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