Voevodins' Library _ "Focus Groups" 3rd edition / Richard A. Krueger & Mary Anne Casey ... Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups Voevodin's Library: Interview, People, Discussion, Decision Making, Development, Single-Category Design, Multiple-Category Design, Double-Layer Design, Broad-Involvement Design, Audience, Written Plan, Questioning Route, Categories of Questions, Opening Questions, Introductory Questions, Transition Questions, Key Questions, Ending Questions, Campaign, Strategies for Selecting Participants, Sampling Procedures for Focus Groups, Moderating Skills, Moderator, Discussion, Head Nodding, Question, Analysis Strategies, Long-Table Approach, Using the Computer to Help Manage the Data, Rapid Approach, Sound Approach, Principles of Reporting, Written Reports, Narrative Report, Top-Line Report, Bulleted Report, Report Letter to Participants, Oral Reports, Styles of Focus Group Research, Telephone Focus Groups, Internet Focus Groups, Media Focus Groups


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Q. Can You Generalize?
A. This study is not intended to generalize. Our goal is to go in-depth into a topic, and therefore, we spend a sizable amount of time conducting research with a small number of people. Other research methods, by contrast, do not go "in-depth" but use closed-ended questions with limited response choices that offer breadth instead of depth. The studies that offer breadth are the ones used to make generalizations.
So from a strict sense, one cannot generalize, but what we suggest is the concept of transferability. That is, when a person wants to use the results, he or she should think about whether the findings can transfer into another environment. What we suggest is that you consider the methods, procedures, and audience and then decide the degree to which these results fit the situation you face.
Background
Transferability, according to Lincoln and Cuba (1989), is parallel to the positivistic concept of generalizability, except that it is the receiver (not the sender or researcher) who decides if the results can be applied to the next situation. The person reviewing the research looks over the conditions, situations, and procedures and then decides the degree of fit to the second situation.
BACKGROUND
For more Information, see the following:
Lincoln, Y., & Guba, E. (1989). Fourth generation evaluation. Newbury Park, CA: Sage. See especially Chapter 8, "Judging the Quality of Fourth Generation Evaluation."
Thoughts
Expect a question about generalizability when presenting focus group results. Generalizability is a nifty concept. Through randomization and adequate sampling, a researcher is able to promise generalizability. With generalizability, the researcher describes the degree to which these results are expected to occur in other places. By contrast, focus group research involves only a limited number of people who may not be selected in a random manner. Therefore, don't promise generalizability. Instead, suggest that those who seek to use the results look over the study; examine the procedures, methods, and the analysis strategies; and then decide the degree to which this might be applied to their situation. What may be transferred are the larger theoretical concepts as opposed to the specific findings.
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