1. Study on Method of Mass Communication Research 传播研究方法 （13） Dr
Study on Method of Mass Communication Research 传播研究方法 （13） Dr. Yi Mou 牟怡

2. Qualitative Research

3. Topics Appropriate for Field Research
Attitudes and behaviors best understood in their natural setting
Social processes over time
Inductive vs. Deductive

4. Elements of Social Life Appropriate to Field Research
Practices
Episodes
Encounters
Roles and Social Types
Social and Personal Relationships
Groups and Cliques
Organizations
Settlements and Habitats
Social Worlds
Subcultures and Lifestyles

5. Special Considerations in Qualitative Field Research
Roles of the Observer
Participant, Researcher, Observer
Reactivity – The problem that the subjects of social research may react to the fact of being studied, thus altering their behavior from what it would have been normally.
Relations to Subjects
Objectivity
Alien / Martian
Reflexivity(自省性)

6. Conducting Qualitative Field Research
Preparing for the Field
Be familiar with relevant research
Discuss your plans with others in the area
Identify and meet informants (when appropriate)
First impressions are important
Establish rapport (an open and trusting relationship)
Ethical considerations

7. Qualitative Interview – Contrasted with survey interviewing, the qualitative interview is based on a set of topics to be discussed in depth rather than based on the use of standardized questions.
“Miner” or “Traveler”

8. Stages in Complete Interviewing Process Thematizing Designing
Transcribing
Analyzing
Verifying
Reporting
Example

9. Focus Group – A group of subjects interviewed together, prompting a discussion.
Advantages: real-life data, flexible, high degree of face validity, fast, inexpensive
Disadvantages: not representative, little interviewer control, difficult analysis, interviewer/moderator skills, difficult logistically
Example

10. Ethnography – An approach to the study of social life that focuses on the discovery of implicit, usually unspoken assumptions and agreement.
Example

11. Recording Observations
Take detailed notes, but balance with observations
Rewrite notes with observations soon after observations with filled in details
Record empirical observations and interpretations
Record everything
Anticipate observations

12. Broaden your imagination
Pencils and photos in the hands of research subjects

13. Strengths and Weaknesses of Qualitative Field Research
Strengths of Qualitative Field Research
Effective for studying subtle nuances in attitudes and behaviors and social processes over time
Flexibility
Inexpensive
Weaknesses of Qualitative Field Research
No appropriate statistical analyses

14. Validity
Greater validity than survey and experimental measurements
Reliability
Potential problems with reliability

15. Evaluation Research – Research undertaken for the purpose of determining the impact of some social intervention, such as a program aimed at solving a social problem.

16. Topics Appropriate for Evaluation Research
Needs assessment studies – Studies that aim to determine the existence and extent of problems, typically among a segment of the population.
Cost/Benefits Studies
Monitoring Studies
Appropriate topics are those with practical significance.

17. Qualitative Evaluations
The most effective evaluation research combines qualitative and quantitative components.