CMN 102 Chapter Notes - Chapter 11: Logical Reasoning, Qualitative Research, Stratified Sampling
6 Dec 2016
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Content analysis: studying recorded human communications, perfect to answer: who says what, to who, why, how, and with what effect? , know exactly what is the unit of analysis, create sampling frame, stratified sampling maybe, coding. Raw data -> suitable form for processing and analysis. Latent content: underlying meaning: conceptual analysis, relational analysis: examines relationships among the concepts, qualitative data analysis. Is used to study other aspects of social behavior too: unit of analysis can be words, paragraphs, etc. Pros: time, money, allows correction of errors, allows studying of processes over time, has unobtrusive measures. Cons: examination of recorded communications is limited, reliability issues, validity issues. Analysis of existing statistics: getting a copy of someone else"s data and making own statistical analysis, unit of analysis is usually groups, validity problems. Comparative and historical research: examining societal units over time, and then comparing them with each other, can be qualitative and quantitative, examines patters.
