COMM 004 Lecture Notes - Lecture 4: Participant Observation, Ethnography
28 Oct 2020
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Answers the why" question more use of words and feelings and understanding. Types of research that is quantitative are: one-off surveys. Set of questions, one sample, one time: repeated/tracking surveys. Same questions, different but similar/matched samples, different times: longitudinal surveys & datasets. Types of research that is quantitative are: focus groups & depth interviews. Ways of speaking, concepts, beliefs: ethnographic methods. How people live their everyday lives: some *alternative* methods: Focus groups are also known as discussion groups. Diaries, content & discourse analysis: groups of 6-10 people with moderator, explore issues in depth. Up to 2 hours: test reactions to new concepts, current issues, widely used in media, advertising and political research. Interviews with samples are: one-to-one interviews, explore issues in depth with single person, can range in degree of structure. Ethnography vs. participant observation: regular patterns of behavior, settings and context, limitations: Dairies are: hand-written or recorded on tape, collected & transcribed, or set up online via e-mail/blog, limitations:
