The ability to quickly build rapport with focus group participants and then maintain it throughout the discussion session is a necessary skill of all moderators. Regardless of mode (in-person, telephone, or online), focus group moderators must learn how to effectively engage participants to generate accurate and complete information. Rapport building for the moderator begins even before the start of a group discussion, when he/she welcomes the participants as they arrive at the facility (for an in-person discussion), on the teleconference line (for a telephone focus group), or in the virtual focus group room (for an online discussion), and it continues beyond the introductory remarks during which the moderator acknowledges aspects of the discussion environment that may not be readily apparent (e.g., the presence of observers, the microphone or other device being used to audio record the discussion), states a few ground rules for the session, and allows participants to ask any questions or make comments before the start of the discussion. In the in-person mode, the moderator’s rapport building goes beyond what he/she says to participants to make them feel at ease to also include the physical environment. For example, business executives might feel comfortable and willing to talk sitting around a standard conference table; however, in order to build rapport and stimulate engagement among a group of teenagers, the moderator needs to select a site where teens will feel that they can relax and freely discuss the issues. This might be a standard focus group facility with a living or recreation room setup (i.e., a room with couches, bean bags, and rugs on the floor for sitting) or an unconventional location such as someone’s home or the city park.
Another aspect of the physical environment in in-person discussions that impacts rapport and consequently the quality of the data gathered is the seating arrangement. For instance, Krueger and Casey (2009) recommend that the moderator position a shy participant Read Full Text
Beyond discussion guide development and the effects of the moderator, there is another critical component that threatens the quality of data gathered in the focus group discussion method: the participants themselves. The participants in a group discussion face a more daunting social environment than in-depth interviewees, an environment in which participants are typically expected to meet (in-person, on the phone, or online) and engage with a group of strangers. At the minimum, participants in a dyad find themselves among two other individuals they have never met (the moderator and other participant); and, in the opposite extreme, participants in an online asynchronous group may be one of 10 or 12 or more people who have been asked to join the discussion.
As with the in-depth interview (IDI) method, focus group participants in any mode (i.e., in-person, phone, or online) may threaten the integrity and credibility of group discussion data by their unwillingness or reluctance to divulge certain information, leading them to say nothing or to make an inaccurate statement. For instance, in some focus group studies, what people do not know (or have not done) is a central part of what the study is exploring (e.g., recruiting people who have not been involved with a local nonprofit organization to learn about their Read Full Text
Note taking is fundamental to the in-depth interviewing process and an essential interviewer skill. And yet note taking – e.g., why note taking is important, how to take notes, and how to use notes from a completed interview – does not get much attention. Note taking is important – actually, critical – to the in-depth interview method because it is about much more than jotting down a participant’s comments and responses to the interviewer’s questions.
In fact, an effective note taker is a more effective interviewer. This is because
Taking notes during an interview helps to focus the interviewer’s attention on the participant’s point of view and lived experience relevant to the research question.
Taking notes helps the interviewer internalize what is being said by the participant which in turn helps the interviewer identify seemingly contradictory statements and follow up on new, insightful topic areas that may not appear on the interview guide.
The interviewer’s heightened focused attention and internalization helps to build rapport and enhances the participant-researcher relationship.
The interviewer can add sidebar notations while taking notes that add context to what is being discussed or remind the interviewer to follow up on a particular comment.
Taking notes allows the interviewer to identify and flag important quotes made by the participant in the moment when the contextual import of participant’s statements can be fully appreciated and noted.
An effective note taker is also better equipped to conduct meaningful analyses of the data, leading to useful outcomes. This is because Read Full Text