Student Affairs and University Planning

Program Review-related Focus Groups

Occasionally SAUP program reviews will include focus groups because of their power and flexibility in gathering customer and constituent opinions, perceptions, responses, etc.

Focus Group
A focus group is a gathering of 8-12 unit constituents assembled to discuss unit performance through moderated discussion. The focus group discussion is purposeful, yet informal. It is truly a discussion.

• Questions are prepared in advance but not held to legalistically
• There is always a focus group moderator and at least one note taker
• Focus groups for program reviews are not recorded on audio or video tape
• Normally, more than one focus group is conducted for a given review
• A focus group is not a survey, not all questions must be answered by all participants.

Functions of Groups

• Encourage each person to speak his/her mind
• Develop an understanding of the “language” of unit constituents
• Determine perceptions and misconceptions
• Explore terms and concepts thoroughly
• Ask “why?”
• Hear the unit’s “story” from the group’s perspective
• Generate ideas for unit improvement

Often, a focus group is used before a survey so that the research-able concepts introduced by the members of the focus group can be studied on a broader scale.

What a Focus Group is NOT

• A statistically reliable survey
• Research of a representative sample
• A gripe session
• A lecture
• A source of statistical conclusions

Steps in Planning a Focus Group Session

1. Arrange time, date, and location
2. Determine 12-20+ participants who share a common connection with the unit
3. Send out initial invitation letters 4 weeks in advance
4. Arrange for light refreshments
5. Make telephone follow-up call
6. Determine participants and send reminder e-mail
7. Complete work on questions and strategy
8. Send final reminder e-mail one week prior

Focus Group Moderator Strategies

• Use an inverse pyramid approach to questions
  • Start with broad, “soft” questions
    • What do you think are the one or two most important ways in which computer technology has changed your work life?
    • What is the most fulfilling aspect about your work at JMU?
  • Work toward more specific questions and questions that may be more emotionally charged
    • Let’s talk about your last interaction with the Help Desk. How did it go? Was your problem solved quickly? Were you made to feel important?
    • What mistakes do you think the university is making in its approach to diversity?
• Develop ways for the people to relax
  • Refreshments, opening ice breaker, introductions, etc.
  • Promise to start and end on time (90 minutes tops)
  • Assure individual confidentiality/anonymity
• Be alert – look for opportunities to ask follow-up questions or pursue topics initiated by the group members
• Spread the conversation around, don’t be afraid to call on the quiet ones and gently interrupt the dominators
• Remember the goal is to harvest perceptions, ideas, concepts, etc.
• Assure the members of the group that their opinions matter. (In fact, their opinions are all that matter in a focus group such as this.)

Sample Focus Group Questions

• Let’s talk about how you interact with the unit. What does that usually look like?
• What are stories you can share that illustrate the unit’s strengths and weaknesses?
• What are areas in which the unit doesn’t seem to understand your particular needs?
• If you were put in charge of the unit, what’s the first change you would implement?
• As a group, let’s see if we can list 7 ways in which the unit could be more effective.