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Exploring Qualitative Research Methods: A Comprehensive Guide

This guide covers qualitative research methodologies such as field observations, focus groups, intensive interviews, case studies, and ethnography. It also delves into content analysis, survey research, longitudinal studies, and experimental research, with detailed steps and examples. Learn about the advantages and disadvantages of each approach.

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Exploring Qualitative Research Methods: A Comprehensive Guide

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  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. 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. 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. 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. 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 • Advantages • Disadvantages

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

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

  20. 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. Field Experiment • Advantages of Field Experiments • Disadvantages of Field Experiments • Types of Field Experiments • Examples of Field Experiments

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