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COMMUNICATION 18: COMMUNICATION RESEARCH

LESSON 3: MIDTERM
PART III: RESEARCH APPROACHES

Research Designs
Qualitative Research

RESEARCH DESIGNS

Exploratory/Non-Exploratory Research
Descriptive Research
Time Dimension Inquiry

Panel Study/Longitudinal Study

Cross-sectional Study (survey)

Trend Study
Experimental/Non-Experimental Research

Case Study

Census

Survey
Evaluative/Non-Evaluative Research

Two Types of Data:

Primary

Secondary

QUALITATIVE APPROACH

Four Characteristics:

1. Intensive, long-term participation in a field setting

2. Careful recording of what happens in that setting through field notes and other types of
documentary evidence
3. Analysis of field data
4. Reporting of results, including detailed descriptions, quotes and commentary.

Differences between Quantitative and Qualitative Methods
DIMENSIONS QUANTITATIVE
Philosophy of Reality
Reality is objective; it exists
apart from researchers and can
be seen by all. It is out there

Reality can be subdivided into
component parts and that he or
she gains knowledge of the
whole by looking at these parts
Views of Individual
All human beings are basically
similar and looks for general
categories to summarize their
behavior or feelings.
Aims
Generate general laws of
behavior and explain many
things across settings.

Strive for breadth
AREAS
Role of the
Researcher strives for
Researcher objectivity and is separated
from the data
Design
Design is determined before it
begins
Setting
Limit contaminating and/or
confounding variables by
conducting investigations in
controlled settings
(experiments)
Measurement
Exist apart from the researcher,

instruments another party could use the
instruments to collect the data
in the researcher’s absence
Theory building
Uses research to test, support
or reject a theory
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QUALITATIVE

No single reality. Each
observer creates reality as part
of the research process; it is
subjective and exists only in
reference to the observer.

Researcher examines the entire
process, believing that reality
is holistic and cannot be
subdivided.

Human beings are
fundamentally different and
cannot be pigeonholed.

Attempt to produce a unique
explanation about a given
situation or individual.

Strive for depth

Qualitative researcher is an
integral part of the data; in fact
without the active participation
of the researcher, no data exist

Design evolves during the
research; it can be changed or
adjusted as the research
progresses

Conducts studies in the field, in
natural surroundings, trying to
capture the normal flow of
events without controlling
extraneous variables.
The researcher is the
instrument; no other individual
can substitute for the
qualitative researcher.

Develops theories as part of the
research process – theory is
“data driven” and emerges as
part of the research process,
evolving from the data as they
are collected.
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Combination of the quantitative and qualitative approaches.

Qualitative research results have interpretational limits since this research uses small
samples: respondents or units that are not representative of the population from which they
are drawn.

Qualitative research is a useful mass media research tool only when its limitations are
recognized.

Data analysis in qualitative studies is done early in the collection process and continuous
throughout the project.

Uses the inductive method: data are collected relevant to some and topic and are grouped into
appropriate and meaningful categories; explanation emerge from the data themselves.

Preparing Data:

Data are arranged in chronological order according to the sequence of events that occurred
during the investigation

Coded to identify the source

Photocopies of notes, transcripts and other documents

Organized into a preliminary category system

Analytical wallpaper approach – room with bulletin boards/allow visual display of data

Prepare before beginning the investigation through epoche, remove or become aware of
prejudices, viewpoints or assumptions that might interfere with the analysis.

Analysis Techniques:

1. Constant Comparative Technique

Comparative assignment of incidents to categories.

Elaboration and refinement of categories.

Searching for relationships and themes among categories.

Simplifying and integrating data into a coherent theoretical structure.

2. Analytic Induction Strategy

Define a topic of interest and develop a hypothesis.

Study a case to see if the hypothesis works. If it doesn’t work, reformulate it.

Study other cases until the hypothesis is in refined form.

Look for “negative cases” that might disprove the hypothesis. Reformulate again.

Continue until the hypothesis is adequately tested.

Reliability and Validity in Qualitative Data

Building Credibility through:

Multiple methods of data collection

Audit trail

Member checks

Research Team