MAR 4613- Midterm Exam Guide - Comprehensive Notes for the exam ( 23 pages long!)
Document Summary
Goal to quantify magnitude of variable and relationships. Qualitative research consists of text (sometimes images) rather than numbers. Qualitative research is useful in providing knowledge for decision makers. Used when the purpose of a research project is to better understand psychoanalytical (unconscious mental processes) or cultural phenomena. Ongoing and iterative (data is analyzed as collected) Employs member checking (asking key informant to read the researchers report to verify what they are telling about the focal problem or situation is accurate) The categories, themes and patterns analysts describe in their reports emerge from the data, rather than being defined prior to data collection) Researchers engage in a three-step process of analysis: Categorization and coding of data that is part of the theory development process in qualitative data analysis. Categorization is placing portions of transcripts into similar groups based on their content.
