ADPR 3850 Lecture Notes - Lecture 6: Content Analysis, Nonprobability Sampling, Intersubjectivity
20 Sep 2016
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The point is that research and data help us better understand situations. They don"t guarantee anything- you might choose the best option and fail, or choose the worst option and succeed-but they help you to make an informed decision. Help us take complex situations and explain them with objective numbers. It must be possible for other researchers to replicate our study and come to the same results: of a problem. Should be empirical, answered based on observable evidence. 3 key types of problems: exploratory- focus groups to understand voters" reaction to new policies: pretesting brand and product names in different cultures, often up to 10,000 different variations tested, focus groups and survey testing for cognitive associations. Different meanings descriptive- audience research, research of market shares: nielsen web ratings (based on netview internet panel) casual- examining the influence of one variable on another, trying to explain why people drive bmws. Point a to b: involving gathering evidence.
