Part Two

Part Two. Research Approaches

Chapter 5: Qualitative Research Methods Aims and Philosophy Data Analysis in Qualitative Research Analysis Techniques Reliability and Validity in Qualitative Data Field Observations Advantages of Field Observations Disadvantages of Field Observations

Field Observation Techniques Choosing the Research Site Gaining Access Sampling Collecting Data Analyzing Data Exiting

Methodology Of Focus Groups Advantages of Focus Groups Disadvantages of Focus Groups Methodology Of Focus Groups Define the Problem Select a Sample Determine the number of groups necessary Prepare the study mechanics

Examples of Focus Groups Prepare the focus group materials Conduct the session Analyze the data and prepare a summary report Examples of Focus Groups

Intensive Interviews Advantages and Disadvantages of Intensive Interviews Procedures Examples of Intensive Interviews

Case Studies Advantages of Case Studies Disadvantages of Case Studies Conducting a Case Study Design Pilot Study Data Collection Data Analysis

Qualitative Research and Ethnography Report Writing Examples of Case Studies Qualitative Research and Ethnography Writing the Qualitative Research Report

Chapter 6: Content Analysis Definition of Content Analysis Uses of Content Analysis Describing Communication Content Testing Hypothesis of Message Characteristics Comparing Media Content to the “Real World” Assessing the Image of Particular Groups in Society Establishing a Starting Point for Studies of Media Effects

Limitations of Content Analysis Steps in Content Analysis Formulate the research question or hypothesis Define the population in question Select an appropriate sample from the population Select and define a unit of analysis Construct the categories of content to be analyzed Establish a quantification system

Content Analysis and the Internet Train coders and conduct a pilot study Code the content according to established definitions Analyze the collected data Draw conclusions and search for indications Reliability Validity Content Analysis and the Internet

Chapter 7: Survey Research Descriptive and Analytical Surveys Advantages and Disadvantages of Survey Research Constructing Questions Types of Questions Problems in Interpreting Open-ended Questions

General Guidelines Make questions clear Keep questions short Remember the purposes of the research Do not ask double-barreled questions Avoid biased words or terms Avoid leading questions

Do not use questions that ask for highly detailed information Avoid potentially embarrassing questions unless they are absolutely necessarily

Questionnaire Design Introduction Instructions Question order Layout Questionnaire Length Type of Survey Pretesting

Gathering Survey Data Mail Survey Advantages Disadvantages Increasing Response Rates Telephone Survey

Personal Interviews Advantages Disadvantages Computer-Assisted Personal Interviewing (CAPI)

Mail Interviews Advantages Disadvantages Disk-By-Mail Surveys Internet Surveys

Achieving a Reasonable Response Rate Group Administration Advantages Disadvantages Achieving a Reasonable Response Rate General Problems in Survey Research

Chapter 8: Longitudinal Research Types of Longitudinal Studies Trend Studies Cohort Analysis Panel Studies Blending Qualitative and Quantitative Data in Longitudinal Research

Longitudinal Research on the Internet Longitudinal Design in Experiments

Chapter 9: Experimental Research Advantages of Laboratory Experiments Evidence of Causality Control Cost Replication Disadvantages of Experimental Research Artificiality Researcher bias Limited scope

Conducting Experimental Research Selecting the setting Select the experimental design Operationalize the variables Decide how to manipulate the independent variable Select and assign subjects to experimental conditions Conduct a pilot study Administer the experiment Analyze and interpret the results

Control of Confounding Variables Randomization Matching Including the Confounding Variables in the Design Basic Experimental Designs Pretest-Posttest Control Group Posttest-Only Control Group

Solomon Four-Group Design Factorial Studies Other Experimental Designs Quasi-Experimental Designs Pretest-Posttest Nonequivalent Control Group Design

Types of Field Experiments Examples of Field Experiments Advantages of Field Experiments Disadvantages of Field Experiments Types of Field Experiments Examples of Field Experiments