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72 Cards in this Set
- Front
- Back
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Name the types of interviews.
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-Structured,
semi-structured and unstructured interviews -In-person and Focus Groups |
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Describe a Structured Interview?
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-All the questions are listed.
-The interviewer just reads the questions. -Use the Interview Schedule. |
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What is an Interview Schedule?
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The list of questions that guide an interview.
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Describe a semi-structured interview.
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-Basic questions, could be more questions than a structured interview, but free to ask follow-up questions.
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Describe an unstructured interview?
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Main topics listed. Most flexible in question wording, order, etc.
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What is a Focus Group?
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-Lead by a moderator,
-5 -7 people that are focused on one topic. -Meant to gather info about a product (attitudes, knowledge, behavior) -Helps develop marketing plan/advertising, -helps develop questions for survey. |
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How to conduct a good interview?
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-Do Not begin cold.
-Stay on Task -Be Direct -Dress proper for the format -Selet quite site for interview. -Introduce yourself and your topic. -Record respondence answers accurately, -use tape recorder and take notes on non-verbal actions. -Guarantee Anonymity -Avoid leading questions, double barrelled questions. -Ask for examples. -Be non-judgemental -Thank them for the interview |
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The role of the interviewer?
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-Establish legitimacy (they need to know they are very important to this)
-Gain Respondents cooperation. -Develop rapport -Encourage them to talk (by saying things like oh, I see, or tell me more. |
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Problems associated with the interview method?
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-Social bias (everyone wants to be nice)
-People don't remember -People don't have useful info -People use language in diff ways. |
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What does the researcher do with the data after the interview?
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-Transcribe the tapes.
-Look for themes. -Interpret the material. |
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Interview Advantages vs Questionnaire
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-Richer data (non verbal cues)
-Can clarify questions -Encourage participants -Effective for sensitive topics. |
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Interview DisAdvantages vs Questionnaire
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-Expensive
-Introduce Interviewer bias -Need interviewer training -Data processing. |
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What is Observation?
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-A data collection method.
-Observing individuals behaviors as they are in everyday life. -It is a qualitative method. - It is flexible |
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List the 6 procedures/steps for obersvation.
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1. Framing a Research Question
2. Gaining access to the observation site. 3. Selecting an Observer Role. 4. Reducing Reactivity Effect 5. Developing Observational Notes 6. Analyzing and reporting observation |
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Explain Framing a Research Question?
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- An open-ended question (how do adolescents use the Internet)
- More research questions can develop during the observation proces (how males and females differ) - Deciding who, where and when you will observe. |
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Describe Gaining Access to the Observation Site
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- No permission needed if in public place, if private need to go to the gatekeeper.
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Describe Selecting an Observer Role
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- Complete Observer
- Observer as participant - Participant as observer - Complete participants |
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Describe Complete Observer
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- Not involved
- Group does not know - Strenghts - objectivty, participants act normal - Weakness - ethical concerns, no knowledge about particpants |
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Describe Observer as participant?
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- Involved Minimual
- Group knows. - Strengths- reduced ethical issues, more knowledge - Weakness - less objectivity due to interaction. |
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Participant as Observer
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- Involved high level
- Group knows - Strengths - firsthand experience, no ethical concerns Weakness - less objectivity, going native (behave like the group), lost perspective |
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Complete Participant
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- Involved
- Group does not know - Strenght - learn more with first hand - Weakness - ethical issues, less objectivity, behave like those you are observing. |
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Describe Reducing Reactivity Effect
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- When the presence of the individual in a resea4rch setting influences participants behavior
- How to reduce - Dont' tell the participants - Long observation period (group will get use to you and behave natural) |
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Describe Developing Obervational Note
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- Field Notes - HOw did you feel
- Observation Notes - Chris said X |
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Describing Analyzing and reporting observation
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- Generalizations based on common themes, patterns
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Define the Rhetoric Analysis?
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- Study of Persuasion (exam available techniques in a message)
- It is a qualitative method - It analyzes speech, language written and visual. - Example, examining means of persuasion in both language and image in a magazine or advertisment. |
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Give an example for a research topic that you can use rhetorical analysis to examine.
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Ways women are shown as sex obj in commericals.
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List Rhetorical devises that are commonly used
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- Solving a Problem
- Offering expert advise - Sexuality - Metaphoric Language - Metonymic Language - The Herd Mentality - Desire of approval of others - Keeping up with others - Imitation of Stars and Celebrity - Reward Yourself - Stimulate Fantasy |
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Rhetorical Devise - Solving a Problem, explain
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- Example, Use x deodorant and find the man of your dreams.
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Rhetorical Devise - Offering Expert Advise
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- To activate human need of reassurance, eg. More doctors recommend
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Rhetorical Devise - Sexuality
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- Playing upon our desires for sexual relationships, eg. using image of attractive women or men.
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Rhetorical Devise - Metaphoric Language
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Use of Analogy, eg. My love is a red rose
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Rhetorical Devise - Metonymic Language
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- Associations, eg Big houses and wealth, France and romance
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Rhetocial Devise - The Herd Mentality
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eg. Everyone is doing it.
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Rhetorical Devise - Desire of Approval of Others
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eg, purchasing certain product or service will earn us the approval of the elite
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Rhetorical Devise - Keeping up with others
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- Purchasing products that demonstrate we are successful, eg, taking expensive vacations
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Rhetorical Devise - Imitation of Stars and Celebrities
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- eg, using same products celebs do
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Rhetorical Devise - Reward Yourself
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You deserve it for your hard work.
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Rhetorical Devise - Stimulate Fantasy
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- To generate fantasy and daydreams by the use of poetic and dreamy language eg, perfume advertisements.
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Visual Rhetorical Devises
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- Camera Shots and Angles
- MOdels/Images - Spatiality |
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Visual Rhetorical Devise - Camera Shot/Angles
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-e.g, low versus high camera angle, close ups versus long shots
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Visual Rhetorical Devise - Models/Image
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-e.g, thier age, gender, facial characters, lifestyle
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Visual Rhetorical Devise - Spatiality
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- The amount of white or empty space in an ad, we usually equate emtpy space/white with sophiticaiton and elite taste, an expensive watch may be full of white space.
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Problems with Rhetorical Analysis
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- Are the principles being applied correctly.
- People would not interpret ads in the same way (ie. difference between message encoding and audience decoding) -eg., a copywriters referral in an ad to a famous work of art, people who don't know the work will not interpret the ad correctly. |
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What is Content Anaysis?
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- A research technic for the objective, systematic and quantitive description of the content of communication messages , eg violence, negative portrayals of women
- It analysis mass media messages like newspaper articles, tv, movies or non mass media messages like personal letters, telephone conversations. |
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Give an example for a research topic that you can use content analysis to examine it.
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Analyzing the Violence of TV series (to examine things like amount of violence, type of violence, reason of violence, social and racial charateristics of the perpetrator, # of men compared to women doing the violence.
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Discuss important issues in conducting content analysis
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1. Selecting the Sample
2. Finding a measurable unit of analysis 3. Defining terms and coding categories 4. Coder agreement/reliability 5. Manifest and latent content. |
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What is the IRB
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Insitutional Review Boards
A committee that reviews research proposals to judge the ethical merits of a research study on a reward/cost basis |
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Ethical concerns with Miligrams obedience study
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- harm stress, how people will walk away feeling about themselves
Participants shocked others for making errors Participants were deceived – no shocks actually administered Researchers saw that participants deliver high voltage shock (followed orders even when subjects appeared in great pain) Participants suffered shame & embarrassment |
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Goals for Content Anaysis
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- Descriptive
- Compare and contrast different msg i the same medium - Compare and contrast mesages across different media - Compare and contrast different messages across different countries |
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Descriptive goal for content anaysis
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- Evidence for claims about media effects, eg 100 violence acts per hour in a tv series (Media effects assumption based on content analysis results: Heavy TV viewers show more aggressive behaviors than light TV Viewers)
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Compare and Contrast different messages in the same medium
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- Compare violence amounts in TV news versus TV series.
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Compare and contrast messages across different media for content analysis
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- compare violence in movies versus tv shows.
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Compare and contrast different messages across different countries in content analysis
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- Compare amount of violence in American Movies versus French Movies
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Selecting the Sample for Content Anaylis
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The use of random sample. Is the sample used representative (eg. TV news in March, April, May 2005)
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Finding a measurable Unit of Analysis in content analysis
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After the sample is selected, the researcher must decide what units of the contents wwill be coded. (eg. A TV show, a TV scene, each hour of film time, a frame of comic strip, a sentence, a paragraph)
- Why? For quantifying and comparison purposes. |
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Defining terms and coding categories in content analysis
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- A crucial problem in conducting content analysis
- Ex, when examining violence on TV shows ( what will be considered as violence - verbal, physical, or both? Accidents result in bodily harm; intention to commit harm, comic violence, etc.) - It is important tha the researcher states his/her own operational definition of terms/cetegories (i.e, how the concept will be coded or counted. |
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What is Operational Definition
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How the concept will be coded or counted., Eg, Violence is any actions involved bodily harm done purposefully.
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Coder Agreement/Reliability in content analysis
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Will two coders for certain messages come up with the same results? At least. 70 is acceptable.
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Coding Manifest only or both Manifest and Latent content, in content analysis
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Manifest refers to the materials that actually appears in the message.
Latent content - reading between the lines, eg, what an attractive outfit you are wearing. |
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After the Coding
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Statistical Analysis and reporting results, eg. 10.9 violence acts per hour in Children's cartoons.
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Interpretation of Findings
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Discuss implications of the study.
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Content Analysis
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Results are often a great start to begin research on media effects because they can confirm or disconfirm these assumptions.
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What is Plagiarism and how do you avoid it?
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- Buying, stealing or borrowing
- Using the source to close when paraphrasing - Building on someone ideals without citing. |
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Informed Consent Form
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Document that given to participants to read &
sign prior to participation in study. Describes what subjects can expect in study Time commitment Potential risks or discomforts Benefits Describes how subjects are free to withdraw |
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What are the ethical issues related to data collection and reporting findings
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Treatment of human subjects
Data collection, analysis & report |
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What are the essential ethical issues involving human beings
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- Voluntary participation
- No harm to the participants - Anonymity - Confidentiality - Deception Subjects |
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What is ethics
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Conforming to the standards of conduct of a given profession or group”
What’s im/proper? |
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What is Voluntary participation?
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participation should be totally voluntary, and the participants are free to withdraw at any time.
Example: Professor and students (fear of nonparticipation might affect grades)—leave classroom, ask others to collect surveys, send survey by mail, etc. Disadvantage of voluntary participation rule: generalizability is threatened. |
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Anonymity
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When Researchers cannot identify a given response with a given respondent (e.g., mail survey).
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Confidentiality
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When Researchers know, but promise wouldn’t reveal
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Deception Subjects
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not saying that you are a researcher , or not saying why you are doing this research.
Conceal research’s real purpose is common, but you have to debrief your subjects! ASCH Experiment 1951 (the power of conformity in groups) |
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Ethical Issues related to Researchers
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Be honest in data collecting and analysis: never fabricate data.
Admit the shortcomings and failtures of the study. Never present other’s work as their own |
