Chapter 5 - Qualitative Research Methods
How does content analysis relate to the data preparation phase of qualitative data analysis discussed on page 111.
Go to http://www.scolari.co.uk/qsr/qsr.html and download a demo version of QSR NUD*IST 4, a popular program for qualitative data analysis. Try it out on a brief sample of text.
From your knowledge of field observations, why do you think this methodology is not used more often in mass media research? What problems, if any, do researchers encounter when trying to conduct a field observation study?
Focus groups are often used before and after a traditional quantitative survey. How would the objectives of focus groups that precede the survey differ from the objectives of focus groups conducted after the survey?
What value might there be to conducting a case study of a successful radio or TV station, a newspaper, or magazine? How might the results be used by other radio or TV stations, newspapers, or magazines? What problems might arise from such applications of the case study results to other situations?
Respondent reactivity is always a concern in any type of research study. However, reactivity is particularly evident in focus groups. In your opinion, what types of things can a focus group moderator do to reduce respondent reactivity?
How might the problem of reactivity be reduced in field studies using overt observation?