MMC 3420 EXAM 3 STUDY GUIDE
characteristics of qualitative research methods - Answer -observation, generally smaller
samples, non-systematic, less controlled, subjective, flexible, open-ended questions,
inductive
qualitative methods - Answer -interviews, focus groups, ethnography, field study, case
study, content analysis
in-depth interviews - Answer -"one-on-one", lengthy and in-depth, it is controlled by the
interviewer and it allows the interviewee to tell his or her story under the direction of the
interviewer
used when: wanting to work with a 'authority' on some area, establishes 'intimate
familiarity' with 'subjects' of study
conducting an interview - Answer -gather interviewees through personal contacts or
snowball sampling, schedule the interview, funnel format and open-ended questions,
use recording equipment and take notes
focus groups - Answer -a controlled group discussion that gathers preliminary
information to help develop a questionnaire for other methods, allows us to better
understand why people communicate or react to communication in a controlled setting
conducting a focus group - Answer -define the problem, select a purposive sample,
determine the number of groups (usually 3, 6-12 participants each), process is
completed once you have reached a saturation of responses
preparing a focus group - Answer -costs can be up to $5000, recruit participants by
offering something in return, facilities must be fairly comfortable with a round table and
moderator at 12
selecting a moderator - Answer -females are best for moderators, you must know the
topic before selecting a moderator
Content Analysis - Answer -specific qualitative procedures for coding and counting
media content, a way to quantify qualitative data and examine messages objectively
manifest content - Answer -content that is visible, easily observable or measurable and
quantitative (number of words in a sentence)
latent content - Answer -content that is not obvious or immediately apparent, requires
measurement and is qualitative
ex: violence in the media
, explanatory power - Answer -can quantify data as a dependent variable ex: is corporate
image dependent on media coverage? and can be used as an independent variable ex:
treatment of organization by media
content analysis steps - Answer -1. review literature and define RQS
2. define universe and population to sample from
3. define units of analysis
4. create category system for each unit (describe each unit specifically)
5. code the data
6. analysis
units of analysis - Answer -people, themes, time, or words on a topic
content analysis units (textbook) - Answer -physical, syntactical, referential,
propositional, thematic
physical - Answer -Occupy observable space or time such as a comic strip.
syntactical - Answer -Language components such as words or sentences.
referential - Answer -Persons such as a specific cartoon character.
propositional - Answer -Structures such as stories or dramas, layout
thematic - Answer -Broad topics within a structure, such as relationships with the boss
or peers.
operationally define what you are looking for (units) using Berelson's system - Answer -
symbols, themes, characters, space/time measures
symbols - Answer -names, words, phrases, utterances, pictures, anything that can be
seen and taken as is
themes - Answer -ideas, concepts, theses, finds latent meaning
characters - Answer -individuals, individual roles
time-space measures - Answer -physically measurable units: column inches, program
or story air time, number of pages, size of story or photo ad
category characteristics - Answer -categories must: reflect the research purpose,
exhaustive (fit into categories and avoid other), mutually exclusive (cannot occur at the
same time), allow for independence (one distinct characteristic that defines it), one and
only classification principle
characteristics of qualitative research methods - Answer -observation, generally smaller
samples, non-systematic, less controlled, subjective, flexible, open-ended questions,
inductive
qualitative methods - Answer -interviews, focus groups, ethnography, field study, case
study, content analysis
in-depth interviews - Answer -"one-on-one", lengthy and in-depth, it is controlled by the
interviewer and it allows the interviewee to tell his or her story under the direction of the
interviewer
used when: wanting to work with a 'authority' on some area, establishes 'intimate
familiarity' with 'subjects' of study
conducting an interview - Answer -gather interviewees through personal contacts or
snowball sampling, schedule the interview, funnel format and open-ended questions,
use recording equipment and take notes
focus groups - Answer -a controlled group discussion that gathers preliminary
information to help develop a questionnaire for other methods, allows us to better
understand why people communicate or react to communication in a controlled setting
conducting a focus group - Answer -define the problem, select a purposive sample,
determine the number of groups (usually 3, 6-12 participants each), process is
completed once you have reached a saturation of responses
preparing a focus group - Answer -costs can be up to $5000, recruit participants by
offering something in return, facilities must be fairly comfortable with a round table and
moderator at 12
selecting a moderator - Answer -females are best for moderators, you must know the
topic before selecting a moderator
Content Analysis - Answer -specific qualitative procedures for coding and counting
media content, a way to quantify qualitative data and examine messages objectively
manifest content - Answer -content that is visible, easily observable or measurable and
quantitative (number of words in a sentence)
latent content - Answer -content that is not obvious or immediately apparent, requires
measurement and is qualitative
ex: violence in the media
, explanatory power - Answer -can quantify data as a dependent variable ex: is corporate
image dependent on media coverage? and can be used as an independent variable ex:
treatment of organization by media
content analysis steps - Answer -1. review literature and define RQS
2. define universe and population to sample from
3. define units of analysis
4. create category system for each unit (describe each unit specifically)
5. code the data
6. analysis
units of analysis - Answer -people, themes, time, or words on a topic
content analysis units (textbook) - Answer -physical, syntactical, referential,
propositional, thematic
physical - Answer -Occupy observable space or time such as a comic strip.
syntactical - Answer -Language components such as words or sentences.
referential - Answer -Persons such as a specific cartoon character.
propositional - Answer -Structures such as stories or dramas, layout
thematic - Answer -Broad topics within a structure, such as relationships with the boss
or peers.
operationally define what you are looking for (units) using Berelson's system - Answer -
symbols, themes, characters, space/time measures
symbols - Answer -names, words, phrases, utterances, pictures, anything that can be
seen and taken as is
themes - Answer -ideas, concepts, theses, finds latent meaning
characters - Answer -individuals, individual roles
time-space measures - Answer -physically measurable units: column inches, program
or story air time, number of pages, size of story or photo ad
category characteristics - Answer -categories must: reflect the research purpose,
exhaustive (fit into categories and avoid other), mutually exclusive (cannot occur at the
same time), allow for independence (one distinct characteristic that defines it), one and
only classification principle
