8.2 Social and cultural research methods Flashcards
Research methods
Quantitative research
type of data, from who, comparing to others & research skills needed
- Numerical: statistics, trends, tables, graphs & diagrams
- Objective data
- Close-ended questions > large populations
- Easy to compare w/ other studies
- Relies on researchers organisational skills & interpreting
Research methods
Qualitative research
type of data, from who, comparing to others & research skills needed
- Descriptive prose, quotations & summaries
- Subjective data
- Open-ended questions > small group
- Difficult to compare w/ other studies
- Rely on interpretive skills > complex data
Research methods
Quantitative methods
examples
- Questionnaire (closed-ended Q)
- Content analysis (detect and count)
- Statistical analysis (statistics and trends)
- Observation (detects and counts)
Research methods
Qualitative methods
examples
- Questionnaire
- Content analysis
- Interview
- Focus group
- Secondary research
- Personal reflection
- Participant observation
- Case study
Primary research methodologies
What is a questionnaire?
Survey of open/closed-ended questions > collect info & data (qualitative & quantitative) from wide range of participants
Primary research methodologies
Questionnaire
Advantages & disadvantages
Advantages
* Qual.+Quant. data
* Access to large amount of participants
* Easy to compose
Disadvantages
* Impersonal
* Can be misunderstood
* Analysis can be time consuming
* Bias
* Can cause offence to people
Primary research methodologies
What is an interview?
A one on one consultation between participant & researcher > structured, semi structured or unstructured method
Primary research methodologies
Interview
Advantages & disadvantages
Advantages
* Insight into thoughts
* Use of expert opinion
* Different types of interview allow for some flexibility
* Excellent qualitative information
Disadvantages
* Interviewee reluctanct to discuss some topics
* Recording details and quotes - potential to misinterpret
* You can influence the answer (bias)
* Skills require for unstructured interview
Primary research methodologies
What is observation?
The act of watching & recording behaviour within a clearly defined area to collect information & data of the observee’s. Researcher is not part of the activity being observed.
Primary research methodologies
Observation
Advantages & disadvantages
Advantages
* Achievable and accesible
* Both qualitative and quantitative
* Good for shyer researchers
Disadvantages
* Observer only records what is relevant
* Observer is removed from situation
* Can be time consuming
Primary research methodologies
What is participant observation?
When the researcher is immersed in the action which they are observing
Primary research methodologies
Participant observation
Advantages & disadvantages
Advantages
* Closer to situation for better understanding, knowledge and analysis
* Collection of different perspectives
* More engaging due to genuine involvement
Disadvantages
* Time consuming
* Ethical implications = to inform a group or to not inform a group
* Lead to bias, loses objectivity
* Possible safety issues
Primary research methodologies
What is content analysis?
The study and intrepretation of written and visual material
Primary research methodologies
Content analysis
Advantages & disadvantages
Advantages
* Representative sample of all content - generalisation
* Good coding system can be reused and adapted
* Quantitative and qualitative
* Provide historical insight
Disadvantages
* Content overload
* Time-consuming
* Too many variables (context of film)
* Often mistaken for a thematic study
* Disregards context
Primary research methodologies
What is a focus group?
A group of deliberately selected people who participate in a facilitated discussion to obtain consumer perceptions about a particular topic
