306/7mc research methods
Post on 05-Jan-2016
16 Views
Preview:
DESCRIPTION
TRANSCRIPT
-
306/7MCResearch MethodsJohn Keenan john.keenan@coventry.ac.uk
-
Primary Research original done by the researcherSecondary Research found by the researcher from other sources
-
YOU DO NOT HAVE TO DO PRIMARY!
-
If you do...read first
http://www.socialresearchmethods.net/kb/index.php
Books:
302.2
Media research methods
Blog link for PowerPoint:http://whisperingchicken.wordpress.com/
-
306MC
If you choose it your likely dissertation structure will be:
Introduction outlining dissertation (what, why, how)Literature Review previous studies, gap in knowledgeMethodology how you will study topicResults what you foundConclusions connect literature review with findings
-
307MC
No structurePresent results in portfolio
-
Validity - does what it should
Reliability - degree to which measurement is free from error
-
Validity
Ask the right peopleAsk the right amount of peopleAsk the right questionshttp://www.googleduel.com/reportindex-popculture.phpI like this product the best because it didnt make my dog as sick as the previous four
-
Reliability
the same results gained over re-testingRe-write the questions to test reliabilityeg would you drink beer out of a bucket?Is a bucket a suitable container for beer?Re-test in same way
-
Qualitative Research
Advantages:
does not impose reasonsgets understanding not confirmationgains depth of knowledgecan see the world in its natural statephilosophy of the free-thinking individualDiscovers insights
-
Qualitative Research
focus group 8-12; recorder; moderatorInterviews depth; interview schedule; probes; recordparticipant observation/field recordcase study
Systematicreplicable
-
Why participant observation?Preliminary studyInexpensiveNatural setting Hawthorne
Why not?Validity what is recorded, one viewpointEthics Covert? (if not, Hawthorne) Danger Street Corner Society
DataCameras, sound recorders transcribedNotepadPurpose ledGive subjects cameras; complete diaries
-
Why focus groupsSpeedInteraction
Why not?MonopolisationInhibited
RecordingRecord-transcribeNon-verbal?
-
Why interviews?DepthEasier
Why not?Interviewer bias
RecordingRecord-transcribe
-
Why case study?simplenatural
Why not?time consuming not generalisable
RecordingRecord-transcribeNotes, diary
-
Data
Discourse analysisPrograms you can use: http://www.pressure.to/qda/
-
Sampling for qualitative research
PurposiveRepresentative
-
Quantitative Research
MeasuredAdvantagesProvides evidence - facts and figuresCan be re-testedCan be generalised
DisadvantagesGives figures not reasons There are lies, damn lies and statistics 82.3% of statistics are made up on the spot
-
Types of quantitative research
QuestionnaireSurveyContent analysisExperiment
-
population entire group of people or media about whom information is needed
-
Convenience Quota sampling - proportionRandom - eg 1 in 10 of populationSnowball - contacts find contacts
Types of Sampling
-
Structure of Questions
1. Screen - find target audience2. Warm-ups - easy-to-answer questions3. Increasingly difficult questions4. Classification (if not in 1)/personal questions
-
e.g. to get home-makersBought a house?Got children?Eg to get earth-mothersHow important is recycling to youWhat are the most important things about a car?ScreenAsk key questions first
-
Problems to avoid
Pilot it!So, Debbie, what first attracted you to the millionaire Paul Daniels?1. personal2. Leading3. difficultyWhen did you stop beating your wife?How many sexual partners has your mother had? a) 5 b) 6 c) 7 d) more3. Easy options
-
Age:Under 2021-2425-3940+ Please tick
Gender
MFPlease tickethnicityWBACO
Classification questionsgender, age, marital status, class, occupationwhatever is necessary
-
Measurement Scales
Questionnaire/Survey Designnominal - numbers How often do you visit the pub in a weekOneTwoThreeFourFiveSixSevenlikert scale - statements possibly from qualitativeeach item is classified beforehandeg I always send my wife to get the drinksAll I want from the pub is to sit down and drink as much beer as I can
-
Measurement Scalesgraphic - pictures or lineeg how comfortable are you with the idea of censorship?Questionnaire/Survey Design
-
rank order eg what is most important about beer - please rank - 1(most important) - 5 (least important)taste___ price___ brand___amount___ accessibility____
semantic differential scaleeg how does drinking beer out of a bucket make you feelproud________________________________________________ashamedwild_________________________________________________ controlledhappy _______________________________________________ sad
Questionnaire/Survey Design
-
Methods of Data Collectionstreetin-homeplace of workvenuephonepostinternet
-
methods used to analyse images
semiotic analysis content analysis
Images are not neutralText anchors images
-
populationsampleconstruct categories of contentestablish a quantification system (coding schedule)pilotcodeanalyse data
-
This is the last painting by Van Gogh before he killed himselfAnchorage
-
reliability
-
reliability
-
reliability
-
mothervaliditysynonyms for mother referenced to female parentreferenced to term of abusein a childs voicespoken by parent
-
Experiments
Correlation between variables
Independent variable (predicts a change)dependent variable (will change)
independent affects the value of dependent
-
Discourse Analysishttp://bank.rug.ac.be/da/da.htmStructural analysis - Claude Levi-Strausshttp://www.colorado.edu/English/ENGL2012Klages/levi-strauss.htmlNarrative analysis - Vladimir Propphttp://social.chass.ncsu.edu/wyrick/debclass/Propp.htmPsychoanalysis - Lacan www.colorado.edu/English/ENGL2012Klages/lacan.htmlTextual Analysis MethodsSemiotic AnalysisContent Analysis
-
Dealing with DataTabulationAverage: mean, mode, medianStandard deviation Correlation
-
Statistics transferred to program
ExcelSPSS
-
Percent
frequency count%
Significance?
-
Average
mean - add all divide by totalmedian - line up all responses and find the one in the middlemode - find most popular response
Standard deviationsquare root of the variance
how much the scores differ from the mean
-
Correlation Analysisrelationship between one and the otherEXCEL - CORREL
-
ethical issues
top related