WHAT IS A FOCUS GROUP
10/15/2016
WHAT IS A FOCUS GROUP • A QUALITATIVE APPROACH TO LEARNING ABOUT POPULAR SUBGROUPS WITH RESPECT TO CONSCIOUS, SEMICONSCIOUS, AND UNCONSCIOUS PSYCHOLOGICAL AND SOCIOCULTURAL CHARACTERISTICS AND PROCESSES
(Basch, 1987, p. 411)
1
10/15/2016
FOCUS GROUPS USES
HISTORY AND OVERVIEW: FOCUS GROUPS LATE 1930S SOCIAL SCIENTISTS BEGAN TO DOUBT THE ACCURACY OF THE TRADITIONAL INTERVIEW PROCESS (Krueger & Casey, 2013)
2
10/15/2016
OFFICIAL BEGINNING OF FOCUS GROUPS SOCIAL SCIENTISTS BEGAN USING “NONDIRECTIVE” INTERVIEWING TECHNIQUES DURING WWII, WHICH MARKED THE OFFICIAL BEGINNING OF FOCUS GROUPS (Krueger & Casey, 2013)
ROBERT MERTON FIRST TO STUDY THE NEW CONCEPT OF FOCUS GROUPS ONE OF THE MOST INFLUENTIAL PIONEERS IN SOCIOLOGY 1956 STUDY EXPLORED MORALE OF THE MILITARY
Krueger & Casey, 2013
3
10/15/2016
FOCUS GROUPS PROVIDED Quick information
Focus Group
Accurate information Relevant information
Businesses used Focus Groups for marketing
FOCUS GROUP: SUMMARY • CUSTOMER-ORIENTED • MARKET RESEARCH INTERVIEW • ACADEMIC/SCIENTIFIC ENVIRONMENT • NONPROFIT SECTOR • PARTICIPATORY RESEARCH ENVIRONMENT • INTERNATIONAL APPROACH
• PROBE FOR ATTITUDES • PROBE FOR OPINIONS • PROBE FOR BEHAVIORAL PATTERNS • PROBE FOR INFORMATION Krueger & Casey, 2013
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10/15/2016
LEADERSHIP, LIBRARY DIRECTORS AND EMPLOYEE SATISFACTION
LEADERS LEADERS “DO NEED TO HAVE THE ‘RIGHT STUFF’ TO BE EFFECTIVE” ( KIRKPATRICK & LOCK, 1991, P. 56)
LIBRARY DIRECTORS
EMPLOYEE SATISFACTION
FEW STUDIES ON EFFECTIVE LIBRARY LEADERSHIP
EMPOWERMENT
ACADEMIC LIBRARIES ARE IN STUDENT SUPPORT OR ACADEMIC AFFAIRS UNITS
RESPONSIBILITY CREATIVE IDEAS TEAM BUILDING
Libraries change quickly Presents challenges to redevelop ourselves Continuously learn new skills Work in unpredictable environments Face changing expectations of library patrons
Need to communicate Need to motivate Need to prove value of the library services Create flexible, resilient, engaging environment
LIBRARIES Performance goals Positive connections Team building Work space Empowerment Engage
EMPLOYEES
LEADERSHIP
(Macmillan, 2011)
5
10/15/2016
HOW WE TIE IT ALL TOGETHER ACADEMIC LIBRARIES
ASSESSMENT
LIKE OTHER AREAS IN HIGHER EDUCATION LIBRARIES FACED WITH ROI LIBRARIES MUST ALSO ASSESS THEIR WORK EVIDENCE BASED LIBRARY MANAGEMENT
RECENT INTEREST IN LIBRARY STANDARDS 1260 LIBRARY DIRECTORS/DEANS SURVEYED ABOUT USE OF ACRL STANDARDS FOR LIBRARIES IN HIGHER EDUCATION
ASSESSMENT LIBRARIAN BENCHMARKING AND RANKING OUTCOMES DATA DATA ANALYSIS
UNITS ** DEPARTMENTS ** LIBRARY Staff TLC
Circulation
Systems
6
10/15/2016
CAN YOU HEAR ME NOW
Martina
Jessica
FOCUS GROUPS 2 POINTS OF VALUE GAIN FEEDBACK IN REAL TIME ALLOWS FOR DISCUSSION GAIN INSIGHTS FUNCTIONS MORALE
7
10/15/2016
FOCUS GROUP QUESTIONS: STAFF 1. How do you describe the work environment in your unit? 2. Are you satisfied with the physical work environment? Can you describe any concerns you have about your physical environment? 3. Can you identify any barriers within Bailey Library which impact your work? 4. Are you recognized/rewarded for your work? How would you like to be recognized/ rewarded for the work you do? 5. Do you feel valued for the work you do? 6. Do you have the opportunity to contribute to decisions that affect you? 7. What does employee engagement mean to you? 8. In what ways (and how often) should units and Bailey Library celebrate successes?
FOCUS GROUP QUESTIONS: STUDENTS 1. Tell us who you are, where you work in the library, and one of your hobbies.
2. How long have you worked at the library. 3. Think back to when you first started working at Bailey Library. What was your first impression? 4. What do you find challenging about your job? 5. What do you perceive as an issue or challenge for our patrons? 6. How have the renovations of the first, second, and third floors helped our patrons? 7. How have the renovations had a negative impact on our patrons? 8. If you had the chance to give advice to your supervisor in regards to meeting patrons needs, what advice would you give?
8
10/15/2016
A NEW IDEA It was during the student focus groups that a new idea evolved
RESULTS STUDENT FOCUS GROUP
STAFF FOCUS GROUP
• • • • • •
• • • • • • •
FIRST POINT OF CONTACT NOT PREPARED FOR DIRECTIONAL/GENERAL QUESTIONS REPORT ON RENOVATIONS RESPECT FROM PATRONS ID BADGES STUDENT EMPLOYEE HANDBOOKS
WORK SPACE COMMUNICATION RENOVATIONS NOISE DESK SPACE/ERGONOMICS COMPUTERS/SOFTWARE JOB DUTIES
9
10/15/2016
FOCUS GROUPS = MANAGEMENT TOOL “social needs and recognition of workers are as important as the acknowledgement of their technical competence” (Surace, 1969, p. 1)
FOCUS GROUPS
MANAGEMENT TOOL
• • • • • • •
•
MOTIVATION/TEAM BUILDING
•
EMPOWERMENT/RESPONSIBILITY
•
STAFF DEVELOPMENT
•
PROVIDE A VISION
•
ACT AS A STIMULUS
•
FOCUS
GREATER PARTICIPATION
•
AUTHORITY
GREATER INTERACTION AMONG PARTICIPANTS
•
PROVIDES ADMINISTRATORS FEEDBACK ABOUT EMPLOYEES ISSUES, CONCERNS, ACHIEVEMENTS
•
ADMINISTRATORS CAN USE THE INFORMATION TO ASSIST STAFF TO ACHIEVE UNIT GOALS
•
ADMINISTRATORS CAN USE THE INFORMATION TO MAKE WELL-INFORMED DECISIONS ABOUT THE UNIT, DEPARTMENT, OR OVERALL LIBRARY
PROVIDE IN-DEPTH INFORMATION SYSTEMATIC AND STRUCTURED FORMAT MAKE PERSONAL CONNECTIONS WITH INTERVIEWEES GATHER PERSONAL IMPRESSIONS
GATHER DATA FROM A LARGE NUMBER OF PEOPLE AT A LOW COST
WITH THE SURPRISING SUCCESS OF BOTH THE STUDENT LIBRARY EMPLOYEE AND STAFF FOCUS GROUP SESSION THE ASSESSMENT CYCLE FOR THE LIBRARY HAS BEEN MODIFIED.
10
10/15/2016
SUMMARY Focus Groups
Administration
Staff can articulate
Managers can
Issues, concerns, achievements, ideas, suggestion…
Motivate, empower, focus, prioritize, provide vision…
Jess
THANK YOU FOR YOUR TIME AND ATTENTION
QUESTIONS Martina
11
10/15/2016
References Basch, C.E. (1987). Focus group interviews: an underutilized research technique for improving theory and practice in health education. Health Education Quarterly, 14(4), 411-448. Kirkpatrick, S.A. & Locke, E. A. (1991). Leadership: Do Traits Matter? Academy of Management Executive, 5(2), 48-60. Krueger, R., & Casey, M.A. (2013). Focus Groups: A Practical guide for applied research. 5th edition. Los Angeles: SAGE. Macmillan, M., (2011). A “Coach Approach” to staff engagement. Partnership: the Canadian Journal of Library and Information Practice and Research, 6(2), 1-9. Surace, C.J. (1969). The human side of libraries. U.S. Department of Health, Education, & Welfare Office of Education.
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WHAT IS A FOCUS GROUP • A QUALITATIVE APPROACH TO LEARNING ABOUT POPULAR SUBGROUPS WITH RESPECT TO CONSCIOUS, SEMICONSCIOUS, AND UNCONSCIOUS PSYCHOLOGICAL AND SOCIOCULTURAL CHARACTERISTICS AND PROCESSES
(Basch, 1987, p. 411)
1
10/15/2016
FOCUS GROUPS USES
HISTORY AND OVERVIEW: FOCUS GROUPS LATE 1930S SOCIAL SCIENTISTS BEGAN TO DOUBT THE ACCURACY OF THE TRADITIONAL INTERVIEW PROCESS (Krueger & Casey, 2013)
2
10/15/2016
OFFICIAL BEGINNING OF FOCUS GROUPS SOCIAL SCIENTISTS BEGAN USING “NONDIRECTIVE” INTERVIEWING TECHNIQUES DURING WWII, WHICH MARKED THE OFFICIAL BEGINNING OF FOCUS GROUPS (Krueger & Casey, 2013)
ROBERT MERTON FIRST TO STUDY THE NEW CONCEPT OF FOCUS GROUPS ONE OF THE MOST INFLUENTIAL PIONEERS IN SOCIOLOGY 1956 STUDY EXPLORED MORALE OF THE MILITARY
Krueger & Casey, 2013
3
10/15/2016
FOCUS GROUPS PROVIDED Quick information
Focus Group
Accurate information Relevant information
Businesses used Focus Groups for marketing
FOCUS GROUP: SUMMARY • CUSTOMER-ORIENTED • MARKET RESEARCH INTERVIEW • ACADEMIC/SCIENTIFIC ENVIRONMENT • NONPROFIT SECTOR • PARTICIPATORY RESEARCH ENVIRONMENT • INTERNATIONAL APPROACH
• PROBE FOR ATTITUDES • PROBE FOR OPINIONS • PROBE FOR BEHAVIORAL PATTERNS • PROBE FOR INFORMATION Krueger & Casey, 2013
4
10/15/2016
LEADERSHIP, LIBRARY DIRECTORS AND EMPLOYEE SATISFACTION
LEADERS LEADERS “DO NEED TO HAVE THE ‘RIGHT STUFF’ TO BE EFFECTIVE” ( KIRKPATRICK & LOCK, 1991, P. 56)
LIBRARY DIRECTORS
EMPLOYEE SATISFACTION
FEW STUDIES ON EFFECTIVE LIBRARY LEADERSHIP
EMPOWERMENT
ACADEMIC LIBRARIES ARE IN STUDENT SUPPORT OR ACADEMIC AFFAIRS UNITS
RESPONSIBILITY CREATIVE IDEAS TEAM BUILDING
Libraries change quickly Presents challenges to redevelop ourselves Continuously learn new skills Work in unpredictable environments Face changing expectations of library patrons
Need to communicate Need to motivate Need to prove value of the library services Create flexible, resilient, engaging environment
LIBRARIES Performance goals Positive connections Team building Work space Empowerment Engage
EMPLOYEES
LEADERSHIP
(Macmillan, 2011)
5
10/15/2016
HOW WE TIE IT ALL TOGETHER ACADEMIC LIBRARIES
ASSESSMENT
LIKE OTHER AREAS IN HIGHER EDUCATION LIBRARIES FACED WITH ROI LIBRARIES MUST ALSO ASSESS THEIR WORK EVIDENCE BASED LIBRARY MANAGEMENT
RECENT INTEREST IN LIBRARY STANDARDS 1260 LIBRARY DIRECTORS/DEANS SURVEYED ABOUT USE OF ACRL STANDARDS FOR LIBRARIES IN HIGHER EDUCATION
ASSESSMENT LIBRARIAN BENCHMARKING AND RANKING OUTCOMES DATA DATA ANALYSIS
UNITS ** DEPARTMENTS ** LIBRARY Staff TLC
Circulation
Systems
6
10/15/2016
CAN YOU HEAR ME NOW
Martina
Jessica
FOCUS GROUPS 2 POINTS OF VALUE GAIN FEEDBACK IN REAL TIME ALLOWS FOR DISCUSSION GAIN INSIGHTS FUNCTIONS MORALE
7
10/15/2016
FOCUS GROUP QUESTIONS: STAFF 1. How do you describe the work environment in your unit? 2. Are you satisfied with the physical work environment? Can you describe any concerns you have about your physical environment? 3. Can you identify any barriers within Bailey Library which impact your work? 4. Are you recognized/rewarded for your work? How would you like to be recognized/ rewarded for the work you do? 5. Do you feel valued for the work you do? 6. Do you have the opportunity to contribute to decisions that affect you? 7. What does employee engagement mean to you? 8. In what ways (and how often) should units and Bailey Library celebrate successes?
FOCUS GROUP QUESTIONS: STUDENTS 1. Tell us who you are, where you work in the library, and one of your hobbies.
2. How long have you worked at the library. 3. Think back to when you first started working at Bailey Library. What was your first impression? 4. What do you find challenging about your job? 5. What do you perceive as an issue or challenge for our patrons? 6. How have the renovations of the first, second, and third floors helped our patrons? 7. How have the renovations had a negative impact on our patrons? 8. If you had the chance to give advice to your supervisor in regards to meeting patrons needs, what advice would you give?
8
10/15/2016
A NEW IDEA It was during the student focus groups that a new idea evolved
RESULTS STUDENT FOCUS GROUP
STAFF FOCUS GROUP
• • • • • •
• • • • • • •
FIRST POINT OF CONTACT NOT PREPARED FOR DIRECTIONAL/GENERAL QUESTIONS REPORT ON RENOVATIONS RESPECT FROM PATRONS ID BADGES STUDENT EMPLOYEE HANDBOOKS
WORK SPACE COMMUNICATION RENOVATIONS NOISE DESK SPACE/ERGONOMICS COMPUTERS/SOFTWARE JOB DUTIES
9
10/15/2016
FOCUS GROUPS = MANAGEMENT TOOL “social needs and recognition of workers are as important as the acknowledgement of their technical competence” (Surace, 1969, p. 1)
FOCUS GROUPS
MANAGEMENT TOOL
• • • • • • •
•
MOTIVATION/TEAM BUILDING
•
EMPOWERMENT/RESPONSIBILITY
•
STAFF DEVELOPMENT
•
PROVIDE A VISION
•
ACT AS A STIMULUS
•
FOCUS
GREATER PARTICIPATION
•
AUTHORITY
GREATER INTERACTION AMONG PARTICIPANTS
•
PROVIDES ADMINISTRATORS FEEDBACK ABOUT EMPLOYEES ISSUES, CONCERNS, ACHIEVEMENTS
•
ADMINISTRATORS CAN USE THE INFORMATION TO ASSIST STAFF TO ACHIEVE UNIT GOALS
•
ADMINISTRATORS CAN USE THE INFORMATION TO MAKE WELL-INFORMED DECISIONS ABOUT THE UNIT, DEPARTMENT, OR OVERALL LIBRARY
PROVIDE IN-DEPTH INFORMATION SYSTEMATIC AND STRUCTURED FORMAT MAKE PERSONAL CONNECTIONS WITH INTERVIEWEES GATHER PERSONAL IMPRESSIONS
GATHER DATA FROM A LARGE NUMBER OF PEOPLE AT A LOW COST
WITH THE SURPRISING SUCCESS OF BOTH THE STUDENT LIBRARY EMPLOYEE AND STAFF FOCUS GROUP SESSION THE ASSESSMENT CYCLE FOR THE LIBRARY HAS BEEN MODIFIED.
10
10/15/2016
SUMMARY Focus Groups
Administration
Staff can articulate
Managers can
Issues, concerns, achievements, ideas, suggestion…
Motivate, empower, focus, prioritize, provide vision…
Jess
THANK YOU FOR YOUR TIME AND ATTENTION
QUESTIONS Martina
11
10/15/2016
References Basch, C.E. (1987). Focus group interviews: an underutilized research technique for improving theory and practice in health education. Health Education Quarterly, 14(4), 411-448. Kirkpatrick, S.A. & Locke, E. A. (1991). Leadership: Do Traits Matter? Academy of Management Executive, 5(2), 48-60. Krueger, R., & Casey, M.A. (2013). Focus Groups: A Practical guide for applied research. 5th edition. Los Angeles: SAGE. Macmillan, M., (2011). A “Coach Approach” to staff engagement. Partnership: the Canadian Journal of Library and Information Practice and Research, 6(2), 1-9. Surace, C.J. (1969). The human side of libraries. U.S. Department of Health, Education, & Welfare Office of Education.
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