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Ch. 15: Qualitative Research Methods

Ch. 15: Qualitative Research Methods. COM 4435: Communication Research Methods June 7, 2007. Qualitative Research Methods. Participant-Observation What is it? Levels of observation. Qualitative Research Methods. Participant-Observation Ethnography Data in Ethnography.

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Ch. 15: Qualitative Research Methods

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  1. Ch. 15: Qualitative Research Methods COM 4435: Communication Research Methods June 7, 2007

  2. Qualitative Research Methods • Participant-Observation • What is it? • Levels of observation

  3. Qualitative Research Methods • Participant-Observation • Ethnography • Data in Ethnography

  4. Qualitative Research Methods • Participant-Observation & Ethnography • Strengths

  5. Qualitative Research Methods • Participant-Observation & Ethnography • Limitations

  6. Qualitative Research Methods • Focus Groups • “A facilitator-led discussion used for collecting data from a group of participants about a particular topic in a limited amount of time.”

  7. Qualitative Research Methods • Conducting an Interview or Focus Group • (Steps 3-5 in conducting research.) • Conceptualizing the Study • Designing the Interview/Focus Group • Participants

  8. Qualitative Research Methods • Designing the Interview/Focus Group • Selecting a moderator • Novice or expert? • Constructing an Interview Guide/Moderator’s Guide • What is it? • What does it contain?

  9. Qualitative Research Methods • Designing the Interview/Focus Group • Logistics

  10. Conducting the Interview/Focus Group Stages of a Focus Group Pay attention! Qualitative Research Methods

  11. Qualitative Research Methods • Conducting the Focus Group • Maintaining Control • Techniques? • Non-verbal techniques • Verbal techniques

  12. Qualitative Research Methods • Analyze & Report the Results • Reflection • Transcription • Validation • Types?

  13. Qualitative Research Methods • Interviews & Focus Groups • Strengths

  14. Qualitative Research Methods • Interviews & Focus Groups • Limitations

  15. Ch. 16: Analyzing Qualitative Data • So what do you do with all that data?!?! • Grounded Theory Approach (p. 294) (Remember inductive reasoning?) • Theory is _________________ in the relationships between data and the categories you sort them into. • These categories are ________________ until late in the analysis.

  16. Ch. 16: Analyzing Qualitative Data • Steps in the grounded theory approach. • First, review your data. • Second, code your data. • Third, what categories of responses emerge? • Fourth, compare those categories.

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