SOCPSY 2K03 Lecture Notes - Lecture 12: Data Analysis, Sensemaking, Cuban Missile Crisis
19 Mar 2018
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Document Summary
Intro, foundation - set common base for research: how the kinds of question you ask and world views, covers grix article, theories, doing specific research methods. How do they work (review board: ethnography, safir article, reflects back and tells insights, sampling, non-probability, dennis article. Interviews: ladder of access, analyzing qualitative data. Focus groups: moderated group discussion format, kind of like an interview, but mostly a discussion, used because it"s easier and time efficient, used often in marketing, when, attitudes, reasons, motivations. Same opinions: general vs. specific focus, topic has to be relevant to participant, may be subdivided on some characteristic, eg. gender, education, natural groups vs. strangers. Moderator/facilitator: guides, sets up discussion based on the goals of the research, maintains focus of discussion, does not intrude on the discussion, discussion guide, knowledge of the topic. Information seeker: enlightened novice, expert consultant, challenger, referee, skills, evaluate participants, see body language as well as recording speech.
