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Focus GroupFocus GroupFocus GroupFocus Group
תמי לוי נחוםתמי לוי נחום
PROFILES - CPD 10-12 July 2011PROFILES - CPD 10-12 July 2011
המורה כלומד המורה כמורה
התמקצעות מוריםהתמקצעות מורים
המורה הרפלקטיבי
המורה כמנהיג
Focus Group
Has been used as a marketing decision-support tool
For decades… Focus Group
It started to be used in medicine and in education…
later…
Focus Group in Ed
What is it?
Example
Why Focus Group in CPD Programme?
Focus GroupWhat is it?
A unique methodology tool A type of group interview
Krueger, 1988; Morgan, 1993; Krueger and Casey, 2000
Interviewing
A scale a set of individual interviews a focus group (a social event)
Depends on the degree of
dynamics between the participants
Interviewer / moderator
Individual interviewsIndividual interviews
Groupinterviews
Groupinterviews
• closed • semi-structured • in-depth
• closed • semi-structured • in-depth
Focus group involves an
organized discussion
with a selected group of individuals to
gain information about their views and
experiences as well as insights into
experts’ shared understanding of the
topic.
Focus GroupHow does it differ from…
Any academic discussion in a…
faculty members’ meeting - focused on a selected issue?
The participants in a focus groupare not the executives (but more like costumers)
Focus GroupHow does it differ from…
Any “small talk” in your living room?
Focus Group is…
• a planned session / designed discussion
• it is a semi-structured debate with a goal!
• it is documented for future analyzing
Focus GroupMain components
4-10 participants a minimum of 2 hours session allowing pluralism of “opinions” moderator (instead of an interviewer)
Focus GroupA good moderator . . .
Shows flexibility Shows sensitivity Has a sense of humor Links ideas together Encourages participation from everyone
The moderator has to guide, to supportHe allows people lots of opportunity to comment, to explain, to share experiences and attitudes
as opposed to the structured and directive interview that is lead by the interviewer
Example
A continuing focus group with experts in chemistry Teaching.
The aim: Changing the curriculum! The participants: 10 experts in chemistry teaching
The experts were not the executives!
They were chemistry lead-teachers, curriculum developers, researchers in science teaching. Key-issues were raised and discussed
Levy Nahum et al (2007).
…example
6 sessions, 4-hours each protocols from one-on-one interviews with senior chemists were discussed with these experts teachers
Based on the participants’ opinions and insights a new approach was developed
These teachers are “our costumers” – we listen and learn from their feedback
Levy Nahum et al (2008).
Focus Group in
CPD programme
Why? How? When?To implement FG
Focus Group in PROFILES CPD programme
Why?
Because the teachers are
our programme “consumers”
A “bottom-up” strategy A forum for assessment / change A feedback from teachers’ experience An effective opportunity for reflection
Focus Group in PROFILES CPD programme
How? forming a community of practice formulating relevant issues for discussions Moderator
Focus on what? PARSEL units (IBSE, Relevancy, DM) Assessment aspects… More…..
Focus Group in PROFILES CPD programme
When?
…the participants are “ready” along the CPD programme depends on teachers needs
Thank you!
Interviewing
a set of individual interviews
advantages
disadvantages
Individual interviewsIndividual interviews
Groupinterviews
Groupinterviews
• advantages• advantages
Focus GroupCharacterization
Insights not rules Social not individual Flexible not standardized
Focus GroupA good moderator tries not to . . . Order the course of discussion Lose control over the conversation Judge comments or be an “expert” Inform or educate during the group Lead a “question and answer” session