Methodology (Chapter III)
This chapter describes the methods used in this study. The study is organized in the following sections:
Participants & Setting,
(2) Focus group criteria
(3) Study procedure, and
(4) Collection data
Participants and Setting
The study involved eight (8) participants who belonged to six (6) different colleges/universities around the state of New Jersey. Those included New Jersey City University, Rutgers University, Felician College, Bergen Community College, Kean University, and Saint Peters College. Most participants were Hispanics with the exception of one Italian participant. All participants demonstrated a literal attitude and their interest in the topic made their recruitment extremely simple. They were asked to attend a focus group that took place Kearny, NJ. Some participants were married whereas others were single students. Almost every student was aware of the topic. However, there were some students who just wanted to share their opinions.
Focus Group Criteria
The data for this research was collected with the creation of a focus group. In order to qualify for the focus group, participants had to be a mixture of college students (between freshman and senior grade level) falling in the age category of 18-24 years. The focus group consisted of two (2) females and six (6) males. The focus group session was held on Saturday April 6, 2016 from 5pm to 6pm. Discussion took place at the researcher’s basement house in Kearny, NJ.
Study Procedures
In order to arrange the focus group, one flyer was created to call for the attention of the future participants (refer to Appendix A). Each participant received a goody bag filled with school supplies such as sticky notes, pencils, pens, highlighters, and a coffee mug. Furthermore, participants were given three options of food; two slices of pizza and soda, a turkey sandwich and soda, and one plate of spaghetti with meat balls and soda.
Once the participants were recruited, the researcher started to make calls to confirm the date, time, and place where the focus group session was going to be held (refer to Appendix B). On the day of session, only six (6) participants were on time whereas the remaining two got 29 minutes late to the focus group. After the arrival of all the participants, the researcher introduced herself and the recorder to the participants. The researcher then asked the participants if they would like to introduce themselves to the rest of the group and mention their respective schools. After the introduction part, the researcher read the focus group script to the participants.
The Focus group script contained all details regarding the expectations during the focus group discussion. Details such as the purpose of the research, the theme of the research, the type of information to be asked by the researcher, were explained during the focus group script handout (refer to Appendix C). The script also elucidated the importance and significance of the participants’ opinions and thoughts for the purpose of the research. After the script was handed out, the researcher distributed a consent form among the participants in order to be part of the focus group. Each individual was required to sign a consent form wherein they were requested to offer their clear acknowledgement to the purpose of the research and future use of their responses. It took them approximately 5 minutes to go through the consent form and sign it (refer to Appendix D).
After the consent forms’ signing activity, the researcher started the discussion by asking the following questions:
Have you ever tried electronic cigarettes?
According to the National Institute on Drug Abuse, electronic cigarettes are often promoted as safer alternative to traditional cigarettes. Do you think electronic cigarettes are safer to use?
Can you tell me the main sources of media where young adults can find ads about electronic cigarettes?
Do you think media has the power to convince young adults to try electronic cigarettes? Why or why not.
It took the participants almost 10-15 minutes to respond to the above queries.
Collection Data
The data was collected by asking five simple questions during the focus group. Questions were asked one by one to all participants in the group. As it took a lot of time to answer, the researcher asked the participants to raise their hands in order to answer the question. All eight participants answered the five questions which made it easier to execute the data collection process.
Question 1 Responses (n=8)
Have you ever tried electronic Cigarettes? - Two participants (25%) admitted trying e-cigarettes
Six participants (75%) had never tried electronic cigarettes
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The first question was rather controversial among the focus group participants. People came in disagreement with each other with respect to the use of the discussed electronic devices. The two people who admitted trying electronic cigarettes talked about the benefits of using electronic cigarettes. One female stated that she was addicted to these devices not because of the nicotine but because of the flavors. The other participant stated how the discussed electronic devices could be used anywhere and anytime because of the nonproduction of smoke. Also the same individual mentioned how the peer pressure made him try e-cigarettes. This was a condition for him in order to be part of the ‘cool’ college student group. On the other hand, one participant stood up and asserted the negatives associated with the smoke. He insisted that both electronic and regular cigarettes bring health risks.
Question 2 Results (n=8)
According to the National Institute on Two participants (25%) answered in affirmative
Drug Abuse, electronic cigarettes are One participant (12.5%) did not know
often promoted as safer alternative Two participants (25%) answered “No”
for traditional cigarettes. Do you think Three participants (37.5%) answered “Not Electronic cigarettes are safer to use? Sure”
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One participant was not certain about the safety of the electronic cigarettes. For the same reason, he argued the researcher on the authenticity of this specific question as there was no adequate evidence to prove or disprove the safety of the discussed electronic devices. This was rather an interesting argument as it allowed the researcher to defend her research. With this specific question and the respective answers, it was concluded that there is a lack of knowledge and misunderstanding about the safety of the electronic cigarettes. Participants who answered that electronic cigarettes were safer than regular cigarettes were the ones who had switched from regular cigarettes to electronic cigarettes. Those two participants were a male and a female and both insisted that the only reason electronic cigarettes are safer is because they do not cause release of smoke but release water vapor. They also confirmed that the individuals using electronic cigarettes only inhale vapors, not smoke.
Question 3 Responses (n=8)
What do you think about the advertisement and - One person (12.5%) said he does not see many
publicity of e-cigarettes? advertisements or publicity for e-cigarettes.
Only few shops or billboards publicize e- cigarettes.
-Three individuals (37.5%) stated that advertisement and publicity is misguided and may lead to the use of e-cigarettes
-Two participants (25%) thought that both the publicity and advertisement of e-cigarettes is fine as long as people make their own choices
-Two participants (25%) stated that advertisement and publicity of e-cigarettes is affecting the young population in many ways. The media does not talk about the risk of using such devices; they try to transmit a positive message to the consumers to persuade them to buy such products.
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The third question was asked to obtain the college students’ opinions regarding the advertisement and publicity of e-cigarettes. This was one of the most interesting questions since everyone had a different opinion and perspective regarding publicity. Participants went really deep in discussing how publicity and advertisement is affecting the young population in different ways. They mentioned how the media influences people decisions especially young adults. At the end of the discussion, they shared the same idea that publicity and advertisement is misguided most of the time and can lead to the prompt use of e-cigarettes. Out of the eight participants of the focus group, just one individual did not seem sure of the question. Even though he responded well, he was sure that he never watched any advertisement concerning electronic cigarettes.
Question 4 Responses (n=8)
Can you mention the main sources of - Four (50%) participants answered TV
the media where young adults can find ads - Three ( 37.5% ) participants answered Internet
about electronic cigarettes? - Four (50%) participants said Facebook
-Two (25%) participants said Twitter
- Eight (100%) participants said YouTube
_____________________________________________________________________________ The purpose of asking Question 4 was to check if young individuals had seen any ads around the social media that promote the use of electronic cigarettes. Everyone in the focus group agreed on YouTube to be the main source where young individuals get the information about electronic cigarettes. Participants mentioned that once the word ‘e-cigarettes’ is typed in the YouTube channel, one can find all kinds of information and commercials promoting their use. Many videos, such as related to Rap Music, now use and promote electronic cigarettes. A female participant told how through the use of Facebook she viewed people using e-cigarettes and how this media is a big platform for individuals to get involved with the ads on electronic cigarettes. She also informed about her experiences as a college student and her active status as a regular social media user. She mentioned that she observed the promotion of e-cigarettes through social media. The researcher was rather amazed finding out that three participants witnessed young adults using the Internet to buy these devices that are not regulated by the FDA. As there is no specific age to buy this device online, the information was certainly alarming. This made me think how important it is to educate young adults about the risks of using products that are not regulated by the FDA. Also, the role of the media is questionable in this regard as it tries to sell everything not considering the products’ pros and cons.
Question 5 Responses (n=8)
Do you think media has the power to - Two participants (25%) thought that the media convince young adults to try e-cigarettes? does not have the power to convince young adults to try e-cigarettes unless they follow Why or why not? the media blindly
- One participant (12.5%) was positive that it is easier to convince young adults since they are at the age of wanting to try everything new
- Two participants (25%) talked about the power of media to convince young adults and make e-cigarettes seem less harmful than regular cigarettes
Three participants (37.5%) agreed that the media employs different ways to attract the most vulnerable populations to try e-cigarettes. One of their strategies is to mention how these devices are available in different flavors.
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Question number took the longest time to respond to. Some participants literally took almost 10 minutes to answer it as they really wanted their thoughts to be shared. Being the researcher, I noticed that three of the participants were very concerned with the fact that media in reality has the power to changed peoples’ behaviors. One of the participants was sure that the role of the media is to make all endeavors to grab the attention of those vulnerable and susceptible young adults who are always willing to try new things every day. However, one participant believed that nobody has the power to change an individual’s attitudes, behaviors, or beliefs unless he himself is willing to do so. He also stated how media always tells lies about everything and utilizes different methods to approach the consumers.
Discussion
The focus group demonstrates unawareness of the true effects of using E-cigarettes. Individuals who admitted having tried e-cigarettes insisted that such devices are not dangerous at all but cool. Also, the uncertainty demonstrated by participants in response to Question 2 verifies that it is excessively important to study and evaluate this health issue. Nearly all participants agreed with the fact that media plays a big role influencing the use of e-cigarettes. One important fact that I observed during the focus group is that young college students also experienced peer pressure. A participant talked about how he was forced to try e-cigarettes because of peer pressure. I thought that this only happens in high school and middle school but my idea was wrong. Moreover, I also noticed that celebrities are also involved in promoting the use of e-cigarettes among young population. One of the things that I really enjoyed the most from doing this focus group was how participants listened to other peoples’ opinions that made discussion flow in a nicer and friendlier way.
Limitations
The small number of participants involved during the focus group created both a positive and negative effect. Having small group helped to conduct a nice and deep discussion. However, the increased number of participants would have definitely benefitted the purpose of the research. Time was also a conflicting factor between the participants as they wanted to leave earlier even before the conclusion of the entire discussion.
