Pre385 Final Exam

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Open and reflexive method ; Researchers follow systematic and analytical procedures (analyze transcripts, observations and written documents)

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Grounded theory defined

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Goal is to conceptualize and explain-developing a theory as we go

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Grounded theory defined

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Use theoretical sampling-collecting, analyzing and developing theory at the same time using constant comparison

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Grounded theory defined

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What is the goal for grounded theory

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To conceptualize and explain-developing a theory as we go

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When was grounded theory defined ?

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The 60's

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What are the 5 steps in the process of conducting grounded theory?

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1.Remain open minded and make no assumptions
2.Data collection-observations in the field
3.Memoing-constantly writing memos to yourself
4.Theoretical sampling
5.Coding and analyzing

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Formal theory

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develops from substantive theory, from many different situations and settings

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Substantive theory

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emerges from the study of a social situation

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Limitations of grounded theory

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•Very complex and difficult
•May have good categories and interviewing narratives, but ignore underlying processes by simply describing but NOT developing a NEW theory
•Hard not to let your ideas and beliefs inter the data
•Must be sensitive and theoretically aware
 

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research focused on how social realities are seen from the perspective of those who live and work in them

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ethnography

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Define ethnography

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research focused on how social realities are seen from the perspective of those who live and work in them

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MUST be longitudinal research with the end result analyzing a culture of subculture

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ethnography

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Ethnography must be _______________ research with the end result analyzing a _________ of ___________.

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longitudinal research, culture of subculture

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online consumers, an entire society, a profession like PR, and a specific organization are examples of _________.

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ethnography

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What is a written description of a culture based on fieldwork

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ethnography

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What does todays focus in PR ethnographic research?

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consumer relationships with brands, communication conventions of organizations, and working lives and practices of those in other countries

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__________ examples are ooking at social transformations (political or health com), youth culture, media messages, or examining gender, sexuality, ethnicity and other critical perspectives

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ethnography examples

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Why is ethnography different from other methods?

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because of the emphasis on culture-the way of life of a community or group and the signs of culture (language, behaviors, artifacts, beliefs, norms, rituals, etc.)

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What are the 3 types of ethnography?

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Discriptive ( conventional) ethnography, critical ethnography , autoethnography

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focuses on the description of cultures or groups with the goal being to uncover patterns. Used in most studies.

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Descriptive or conventional ethnography

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What is Descriptive or conventional ethnography?

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focuses on the description of cultures or groups with the goal being to uncover patterns. Used in most studies.

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What based in critical theory and has a political focus. Examines power and hidden agendas in society and organizations. Goal is to generate change

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Critical ethnography

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What is Critical ethnography?

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based in critical theory and has a political focus. Examines power and hidden agendas in society and organizations. Goal is to generate change

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What is the goal of critical ethnography?

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to generate change

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What centers your studies on your own self and behavior, your thoughts and feelings, rather than focusing solely on others

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Autoethnography

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What is Autoethnography?

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center your studies on your own self and behavior, your thoughts and feelings, rather than focusing solely on others

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What are data sources ?

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are your own diaries and journal entries where you record your thoughts, observations, personal stories, emotions, etc.

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__________ are your own diaries and journal entries where you record your thoughts, observations, personal stories, emotions, etc.

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data sources

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What are some key ideas of ethnography?

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thick description and Emic-etic dimension

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What are etic meanings?

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interpretations and scientific accts by the researcher

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What are interpretations and scientific accts by the researcher

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etic meanings

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What is the emic view?

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the emic view is the INSIDERS' ACCOUNT of their own world, which helps you gain and understand of their perspective.

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What is the insiders' account which helps you gain and understand their own perspective?

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Emic View

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What is the process of conducting ethnography?

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1. Select the sample, 2. collecting the sample, 3. Write the report

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What are the 3 types of report that can be done during the report step of conducting ethnography processs?

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Realist tale, Confessional tale, Impressionist tale

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How does an Impressionist tale come across?

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creative, artistic and contextual

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What kind of langauge used when a conessional tale is written?

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use very personal language to tell your story

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How is a realist tale written?

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reflexive, written in 1st person

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What process is a Realist tale, a Confessional tale, or Impressionist tale apart of ?

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Process of conducting ethnography, (3rd step of writing a report)

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What are some limitations of ethnography and this type of research method?

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HUGE COMMITMENT of time, May NEVER be able to FULLY FIT IN, CANNOT GENERALIZE results,
TOO DESCRIPTIVE or present raw data (i.e., stories) without analyzing or interpreting

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What are these limitations for ?
HUGE COMMITMENT of time, May NEVER be able to FULLY FIT IN, CANNOT GENERALIZE results,
TOO DESCRIPTIVE or present raw data (i.e., stories) without analyzing or interpreting

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Limitations of ethnography

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What is discourse analysis concerned with?

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the communication processess through which meaning is created and expressed

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What is discourse analysis?

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a set of broad methodological principles

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What is a discourse anaysis applied to?

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forms of talk and text, including spoken, written, visual, symbolic and non-verbal language

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_________ are mainly concerned with text and talk in interactions between people and organizations.

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discourse analysis

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_________ is looking at the strategy which people try to create a particular event?

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discourse analysis

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When and where was discourse analysis created?

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the 1970's in linguistics, psychology, cultural studies and sociology

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What is CRITICAL discourse analysis focused on?

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power and ideology

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What does CRITICAL DISCOURSE analysis look at?

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how power and inequality are socially constructed and maintained

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What looks at how : "discursive practices.. can help produce and reproduce unequal power relations between social classes, women and men, and ethnic/ cultural majorities and minorities through ways in which they represent things and people"

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Critical discourse analysis

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What is applied to forms of talk and text, including spoken, written, visual, symbolic and non-verbal language?

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a discourse analysis

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What is phenomenology?

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is the study of phenomena or the lived experiences of individuals. Both a philosophy and method of research

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What is the study of phenomena or the lived experiences of individuals?

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Phenomenology

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What is describing the “essential structures” of participants experiences and what they mean to them?

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Phenomenology

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What is the study when people are interested in how participants make sense of the world around them?

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Phenomenology

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What is both a philosophy and method or research?

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Phenomenology

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Based on all the definitions of phenomenology, we could argue that all __________research is phenomenological

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qualitative

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Phenomenology is when you want to see things through the eyes of the ________, taking out all of your own preconceived ideas about an event or experience

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participants

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In terms of PR and phenomenology, most research centers on what ?

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consumers and how their life experiences have influenced their understanding and experiences of brands and advertisements

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At the center of phenomenology is a concept called lifeworld. What does lifeworld acknowledge?

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acknowledge that each persons reality is different BUT that we also have common experiences and shared perspectives

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What concept is at the center of phenomenology?

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lifeworld

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During the proccess of conducting researching during phenomenology research, As the researcher, your job is to access peoples _______________,to interpret their motives, actions and their point of view

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‘common sense thinking’

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What is the process of conducting phenomenology ?

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1. Articulating the philosophical basis of the study, 2. bracketing assumptions, 3. Focusing on a main phenomenon, 4. Working with small samples, 5. applying thematic data anaysis,

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During the step of applying thematic data analysis during phenomenology research, what is the eventual goal of phenomenological data analysis?

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to present an exhausitive, analytic description of the phenomenon under study. Reflecting the rich experience of the participants.

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What must the researcher do to access peoples ‘common sense thinking’ to interpret their motives, actions and their point of view?

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MUST state your OWN ASSUMPTIONS, DEFINE THE PHENOMENA that you want to investigate and form research questions, Conduct LONG INTERVIEWS with participants who have experienced and have in-depth knowledge of the phenomena

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What are the 7 stages of Thematic analysis in phenomenology ?

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1. Read through/listen to interviews over and over
2.Go back to each participants narrative and look specifically for ‘significant statements.
3.Formulate meaning
4.Repeat this process for each interview and then organize all of the different experiences into clusters of themes.
5. Exhaustive description of participants feelings
6. Describe the phenomena as a whole and identify its fundamental structure.
7. Member check

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What is member checking?

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taking your findings back to participants, asking them if your description validates their origianl experienecs.

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When do you take your findings back to participants, asking them if your description validates their origianl experienecs.

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member checking

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What are some limitations and problems with conducting phenomenology research ?

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1. VERY difficult to take your own biases out and describe experiences without letting your opinions, values, beliefs and preconceptions influence the findings. 2. Difficult to find people who have experiences the phenomena and/or who are willing to spend time in extended discussions about why it may be problematic

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It is Difficult to find people who have experiences the phenomena and/or who are willing to spend time in extended discussions about why it may be problematic.

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True

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It is easy to take your own biases out and describe experiences without letting your opinions, values, beliefs and preconceptions influence the findings.

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False, very difficult

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Reconstructing the role of communication and the lives of people in other times and contexts is

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first strand of historical research

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First strand of historical research is reconstructing ____________ and the lives of people in other times and contexts.

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role of communication

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______ ______ of historical research is focused on communication activities, issues, causes and the people involved (i.e., communicators, organizations and stakeholders)

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second strand

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Second strand of historical research is focused on communication ________, _________, ________, _________.

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activities, issues, causes and the people involved

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_______ strand of historical research is conducting a public relations or marketing communications history

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First strand

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What involves conducting a public relations or marketing communications history?

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First strand historical research

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What are some examples of first strand historical research?

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Postwar PR
North American magazine ads
WWII poster campaigns

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Postwar PR, North American magazine ads, and WWII poster campaigns are examples of ___________ research.

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first strand historical research

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Producing a history of thought or ideas, so you are tracing and interpreting ideas, concepts, theories, or schools of thought about phenomena is a big part of __________ research.

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second strand historical research

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What involves producing a history of thought or ideas, so you are tracing and interpreting ideas, concepts, theories, or schools of thought about phenomena?

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second strand historical research

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Second strand historical research is based on producing a ______________, so you are tracing and interpreting ideas, concepts, theories, or schools of thought about phenomena.

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history of thought or ideas

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What involves looking at national, regional, cultural, governmental, institutional, organizational and professional contexts in which PR can histories can be researched

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Second strand historical research

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What different types of context would second strand historical research look at?

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broad political, economic, social or international contexts, or a specific influential individual

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What are some examples of second strand historical research?

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A History of Schools of Marketing Thought, or A PR History of Activism and Anti-slavery

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A History of Schools of Marketing Thought, or A PR History of Activism and Anti-slavery are examples of which type of research?

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Second strand historical research

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eyewitness reports, public records and legal documents, diaries, letters, minutes of meetings, original press releases, and corporate records/reports are all examples of ____________

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original sources

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newspaper stories, reviews of industry reports are examples of ____________.

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secondary sources

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During the process of historical research and finding sources, it is incumbent for the researcher to:

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With each source demonstrate the RELEVANCE, determine the MOTIVES of the author, EXAMINE the circumstances in which the documents were written, and the ways in which they RELATE to other related documents

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With each source demonstrate the RELEVANCE, determine the MOTIVES of the author, EXAMINE the circumstances in which the documents were written, and the ways in which they RELATE to other related documents during ________________.

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The process of collecting data for historical research

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The process of collecting data during historical research consist of looing at ___________ , _________, and _________.

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original sources, secondary sources, contucting interviews

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During the process of analysing and writing, it is important to do what with the evidence being presented and studied?

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to code and categorize your evidence, again looking for broad themes that link your ideas

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During the process of analysing and writing, it is important to _____ and ______ evidence, again looking for broad themes that link ideas.

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code and categorize

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Very descriptive writing and thoroughly explain your research is needed in the process of analysing and writing.
True or False.

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True

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What are the limitation of the process of analysing and writing?

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1. you are relying on others accounts of events/people/situations that may not be correct , 2. you may not be able access the information that you need

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What is the goal for Action Research?

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The goal is to study and stimulate change

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The goal is to study and stimulate change in _________ research

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Action research

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When do researchers work reflexively overtime with members of an organization, work group or community to address an issue or problematic situation?

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Action research

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As the researcher in action research, you are examining change while working as a ______ or _________.

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consultant or facilitator

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__________ is performed when researchers want to improve the communication in an organization, make a contribution to marketing or communication knowledge, or empower oppressed stakeholders or publics

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action research

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What are two ways that action research is facilitated?

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Using collaboration (working with others), using a cycle enquiry process (constantly gathering data and reflecting on what you have found)

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What is the process of Action research ?

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Groundwork, Intervention, Evaluation, and Continuing the cycle

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What is groundwork?

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identifying the problem through research, prioritizing and reflecting throughout

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What takes place during the step on Intervention?

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planning change strategies, what actions should be taken, reflecting throughout

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What takes place during the step of Evaluation?

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evaluate and revisit your understandings, formulate action-based theories and again, reflect throughout

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What are the limitations of Action research?

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More consulting work than actual research; not generalizable; VERY difficult to complete well