Question

1. Using the appendix b as a model (page 610 in the text book) develop a Focus Group Discussion Guide to conduct the focus groups. (25%)
2. Write the Instructions on how to conduct the focus groups that will go out to the campuses (13 of them) to accompany the Discussion Guide. (25%)
3. Elaborate in details what type of data are you going to be able to collect (quantitative and qualitative). (25%)
4. Describe in Details statistical analysis you will need to perform related to the outcome of focus groups. (25%)

Answer 1

According to Cooper, D. R., & Schindler, P. S. (2006), a focus group is a small group consisting of six to ten people and led through an open discussion by a skilled moderator. The idea behind these focus groups is to brainstorm and come up with solutions on the predetermined issues.

Focus Group discussion guide.

            The first step in focus group discussion is to welcome the members. The following should be in the mind of the moderator when making the welcome note. First, the question of who the group is and what it is trying to do should be brought to the attention of members. Secondly, the question of what will be done with this information is crucial. Why the members were asked you to participate should also be mentioned (Cooper, D. R., & Schindler, P. S. (2006).

Secondly, the process of conducting the research is said to the members including logistics such as the period focus group research will take.

            The third step of the plan is setting the group rules and instructions that the moderator or supervisor expects members of the group to follow.

            Finally, the focus group moderator or supervisor asks the members if they have any questions before the plan is executed.

Instructions to be used in the focus groups.

Every focus group has a set of principles, rules or instructions that the members play along during the process of research. The instructions Keiser University discussion group would use are:

1. No member should hold back and that there should be a free expression of opinions.
2. Team members are allowed to put new ideas on the table and let them develop. We will engage in constructive/productive dialogue and feedback.
3. Sidebars are not allowed, for instance, separate conversations.
4. Team members can respectfully disagree openly with each other.
5. Team members have the ability to challenge, criticize and disagree during the decision/discussion.
6. Team members have the right to question for clarity of information.
7. Team members have the responsibility to respect the diversity of others.
8. No team member is allowed to be passive with others.
9. Team members have the responsibility to give honest answers when asked for clarification.
10. Team members should build on the strengths and not dominant on the weakness of others.
11. All members of the team have the responsibility of being punctual for the activities of the team.
12. There should be only one moderator to guide the team.
13. Information collected should be held with confidentiality.

Qualitative and Quantitative data.

            Qualitative data are the descriptive data that are objectively obtained from the field. On the other hand, quantitative data are numeric in nature and much easier to get from the field. For the research aiming at changes of events, some of the quantitative data the groups would be interested in are the number of students, the age of the students and the gender. On the other hand, the qualitative data that the focus groups can get include the attitude of students towards activities and events like music festivals, the effect of such events in the academic performance of the students and finally the perception of faculty in the other colleges as regards the events.

Statistical Analysis

            After raw data has been obtained from the field, it is important to conduct analysis and make further reports on the same.

            The Quantitative data can be analyzed using such tools as histograms and pie charts for example; a pie chart would be constructed with different percentages to show the different ages of the students. Qualitative data on the other can be analyzed through coding, for instance, getting the various reactions via sound recorder and putting the information in a way that third parties can fathom (Blumberg, B. F., Cooper, D. R., & Schindler, P. S. 2014).

References.

Blumberg, B. F., Cooper, D. R., & Schindler, P. S. (2014). Business research methods. McGraw- hill education.

Cooper, D. R., & Schindler, P. S. (2006). Marketing research. New York: McGraw-Hill/Irwin.