Focus Groups as an Approach to Outcomes Assessment

Abstract

Focus Groups, used heavily in marketing and public relations, can be valuable tools, as well, for assessing outcomes of MPA programs. By capitalizing on the human tendency to discuss issues and ideas in groups, focus groups depend on interaction to shape opinions and encourage an exchange of ideas. Focus groups, usually consisting of from seven to ten participants and led by a well-prepared moderator, are carefully planned discussions de signed to go beyond a questionnaire, individual interview, or survey to get at explanation and emotion behind simple answers. They are particularly useful when used in conjunction with data-based as sessment tools.