ISHS Acta Horticulturae 655: XV International Symposium on Horticultural Economics and Management
FOCUS GROUP DISCUSSIONS AS A RESEARCH AND EXTENSION METHOD: THE CASE OF PERSONNEL MANAGEMENT ISSUES IN HORTICULTURAL BUSINESSES |
| Author: | V. Bitsch |
| Keywords: | extension methods, focus group interviews, human resource management, labor management, research methods |
| Abstract:
Focus group interviews or discussions are a research technique that collects data through group interaction on a topic determined by the researcher. They are best suited to exploratory, formative, or process evaluation research. Both as a single method and in combination with other research methods such as individual interviews or survey, focus group discussions are particularly useful where prior empirical evidence and resources are limited. They are applied widely across the social sciences, as well as, in commercial market research and by public and non profit organizations. Their application as an extension tool for needs assessment and to increase awareness, in program development and evaluation, and to facilitate change processes is less common. In this study, the focus group discussion method has been used in a joint research and extension project on personnel management in horticulture to (1) gain an in-depth understanding of managers’ perceptions of personnel management and of their practices and problems, (2) prioritize managers’ training needs, and (3) develop a targeted research and extension program to meet managers’ needs. Five tape-recorded and transcribed focus group discussions were analyzed and categorized. Managers’ discussions focused on seven personnel management areas: (1) recruitment and selection, (2) training and development, (3) performance evaluation and control, (4) careers and relationships, (5) compensation packages, (6) communication and cultural issues regarding immigrant employees, and (7) understanding labor laws and regulations. Educational workshops based on perceived needs in these discussions were evaluated as tailored to the industry and highly instructive by participants. Despite certain limitations, the focus group approach proved adequate for this dual research and extension project and the underresearched and underserved area of personnel management in small business. | |
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