Sociology 2206A/B Lecture Notes - Lecture 8: Grounded Theory, Stratified Sampling, World Health Organization
3 Oct 2016
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Reactive research: people being studied are aware of being studied. Nonreactive research: subjects are unaware they are being studied. Library example (see how many people used what books etc) Accretion measures: measures of something left behind ex. Can assess actual behavior rather than self-report. Often don"t know anything about the subjects. Naturalistic observation: watching people in their natural setting. A technique used to study written material by breaking it into meaningful units, using carefully applied rules. Use objective & systematic coding to produce a quantitative description of the observed material. Can also be used in a qualitative way: employ semiotic techniques. Goffman combined content & semiotic analysis to look at how gender was (and still is!) portrayed in advertising. In his analysis, goffman examined a selection of advertising images. & found that women are consistently shown in subordinated positions compared to men in a variety of social situations.
