Mass Media Research: An Introduction - 9th Edition
Roger D. Wimmer & Joseph R. Dominick


Chapter 5 - Qualitative Research Methods

  1. 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?

  2. 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?

  3. 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?

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