1. Part Two

2. Part Two. Research Approaches

3. 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

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

5. 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

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

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

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

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

10. 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

11. 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

12. 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

13. 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

14. 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

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

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

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

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

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

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

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

22. Longitudinal Research on the Internet
Longitudinal Design in Experiments

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

24. 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

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

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

27. Types of Field Experiments Examples of Field Experiments
Advantages of Field Experiments
Disadvantages of Field Experiments
Types of Field Experiments
Examples of Field Experiments