Focus Groups: A Tool in Planning and Evaluation in Continuing Education.

A study was conducted to analyze and describe faculty usage of the Georgia Center for Continuing Education at the University of Georgia and to determine the usefulness of using focus groups in such research. Focus group methods and su,vey questionnaires were used during a series of five dinner discussicn sessions with a total of 31 participants representing 13 academic units at the university. Among the more significant findings was that the participants have generally positive feelings about their experience at the Georgia Center. They find the staff professional, the facilities accommodating, and the service provided valuable. Although the ability of the Georgia Center to serve very diverse ccsntinuing education needs was perceived as a valuable dimension, rising costs and increasing bureaucratic complexity were perceived as barriers to continued service to a wide range of conference offerings. Participants suggested the opportunity for ongoing, formalized interchange as a means of strengthening the relationship between the faculty and the Georgia Center for Continuing Education. The study concluded that focus groups are an excellent tool for organizations to use to listen to their clients. (KC) *********************************************************************** * Reproductions supplied by EDRS are the best that can be made * * from the original document. * ********************************************************************1** FOCUS GROUPS: A TOOL IN PLANNING AND EVALUATION IN CONTINUING EDUCATION Presentation made at American Association of Adult and Continuing Education ference Adult Education: On Trial Salt Lake City, Utah by Pamela B. Kleiber, M.Ed. Doctoral Student Adult Education Department University of Georgia Dr. Margaret E. Holt Associate Professor Adult Education Department University of Georgia November 4, 1990 U.S. 01PARTMENT Of EDUCATION Me oi Educational Research and Improvement EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) VIThis document has been reproduced ss received from the person or organization originating it. 0 Minor changes hav been made to improve reproduction quality Points of view or opinions stated in this document do not necessarily represent official OERI position or policy "PERMISSION TO REPRODUCE THIS MATERIAL H BEEN GRANTED BY TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC)." BACKGROUND The Merging of Three Agendas The purpose of this presentation is to explain how focus groups of faculty at the University of Georgia were brought together to provide input and share perspectives on their experiences with the Georgia Center for Continuing Education. A doctoral student in the Adult Education Department designed the study under the direction of a faculty member. She implemented the study and constructed a report of her findings. This presentation is intended to describe the process. The Georgia Center had an agenda when they agreed to do the study. The faculty members and the doctoral student also had agendas. The Director of the Georgia Center was responsive to his marketing director in agreeing to the study. The director wished to conduct focus groups with faculty users because he saw the need to listen to his clients, and faculty were viewed as extremely important clients. He noted that in 1957, the Georgia Center for Continuing Education was "the only game in town" as far as conference facilities in the immediate area. Times had changed. Now many others were in the business of continuing education. It was becoming increasingly more competitive. "In a decade of shifting demographics and stiff competition from the private sector, other universities, and the state, 'market misjudgment' must be avoided at all costs. With approaching completion of all new construction and renovation projects, internally the push is to win significant new business for our residential conference center. We must be