COMM 1100 Lecture Notes - Lecture 4: Internal Validity, Qualitative Property, Content Analysis
3 Apr 2016
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As for the others-correlation doesn"t mean causation: no proof that bread causes any of those findings. Surveys/polls: many findings are derived from how responses to a question vary depending on answers to another. Observational research involves studying the world without impacting it. Content analysis: both involve observations about a target (place/content, may be more quantitative or qualitative depending on what is captured or how, ex: the show scandal. Counting scenes with the president being heroic (quantitative) Interpretive research covers less ground, but is far more detailed. Interviews/focus groups: burden on researcher (time/resources) but gains rich data. Ethnography: similar to field observations, but more targeted (observe specific place/person/population) Rhetorical analysis: interpret meaning from texts. With smaller/detailed data, researcher interprets and presents a meaning. Data limited to types of answers researcher expects. Responses aren"t constricted, richer data that more easily highlights what is happening. Minimize extraneous factors improves claim for cause-effect relationship.
