TABLE OF CONTENTS An extension of the interview, focus groups, are particularly helpful when in-depth feedback is needed for a Level 3 evaluation. The focus group involves a small group discussion conducted by an experienced facilitator. It is designed to solicit qualitative judgments on a planned topic or issue. Group members are all required to provide their input, as individual input builds on group input (Subramony, et al., 2002).
When compared with questionnaires, surveys, tests, or interviews, the focus group strategy has several advantages. The basic premise of using focus groups is that when quality judgments are subjective, several individual judgments are better than one. The group process, where participants stimulate ideas in others, is an effective method for generating qualitative data. It is inexpensive and can be quickly planned and conducted. Its flexibility makes it possible to explore a training program's unexpected outcomes or applications.
The focus group is particularly helpful when qualitative information is needed about the success of a training program. For example, the focus group can be used in the following situations:
to evaluate the reactions to specific exercises, cases, simulations, or other components of a training program;
to assess the overall effectiveness of program application; and
to assess the impact of the program in a follow-up evaluation after the program is completed.
Essentially, focus groups are helpful when evaluation information is needed but cannot be collected adequately with questionnaires, interviews, or quantitative methods.
While there are no set rules on how...
