SCS 2150 Lecture Notes - Lecture 5: Milgram Experiment, Visible Minority, Stanford Prison Experiment

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Qualitative research is concerned primarily with words and images rather than numbers. It is usually i(cid:374)du(cid:272)ti(cid:448)e pro(cid:272)ess starts (cid:449)ith field resear(cid:272)h, the(cid:374) (cid:272)o(cid:374)(cid:272)epts a(cid:374)d theories are developed. It te(cid:374)ds to (cid:271)e i(cid:374)terpreti(cid:448)ist (cid:272)o(cid:374)(cid:272)er(cid:374)ed (cid:449)ith fi(cid:374)di(cid:374)g out (cid:449)hat a(cid:374) a(cid:272)tio(cid:374) or e(cid:448)e(cid:374)t (cid:373)ea(cid:374)s to the people involved. Flexibility and limited structure: research questions tend to be quite general (especially early in the research, there is usually little or no theory driving the research, the topics explored in the research may change as the study progresses. Ethnography/participant observation immersed in the social setting. Dis(cid:272)ourse a(cid:374)d (cid:272)o(cid:374)(cid:448)ersatio(cid:374) a(cid:374)alysis a(cid:374)alyze the la(cid:374)guage. Qualitative content analysis of texts and documents. Focus groups interview several people together (can be used in sociology, marketing) Bias can result from personal relationships that develop during the research. It may be unclear as to how a particular topic or theme became the focus of the research: however, generalization may not be the goal of the research.

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