MMC 3420 Exam 3 Questions and Answers Graded A+
characteristics of qualitative research methods - Answers observation, generally smaller
samples, non-systematic, less controlled, subjective, flexible, open-ended questions, inductive
qualitative methods - Answers interviews, focus groups, ethnography, field study, case study,
content analysis
in-depth interviews - Answers "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 - Answers 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 - Answers 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 - Answers 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 - Answers 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 - Answers females are best for moderators, you must know the topic
before selecting a moderator
Content Analysis - Answers specific qualitative procedures for coding and counting media
content, a way to quantify qualitative data and examine messages objectively
manifest content - Answers content that is visible, easily observable or measurable and
quantitative (number of words in a sentence)
latent content - Answers content that is not obvious or immediately apparent, requires
measurement and is qualitative
ex: violence in the media
explanatory power - Answers 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 - Answers 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 - Answers people, themes, time, or words on a topic
content analysis units (textbook) - Answers physical, syntactical, referential, propositional,
thematic
physical - Answers Occupy observable space or time such as a comic strip.
syntactical - Answers Language components such as words or sentences.
referential - Answers Persons such as a specific cartoon character.
propositional - Answers Structures such as stories or dramas, layout
thematic - Answers 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 - Answers symbols,
themes, characters, space/time measures
symbols - Answers names, words, phrases, utterances, pictures, anything that can be seen and
taken as is
themes - Answers ideas, concepts, theses, finds latent meaning
characters - Answers individuals, individual roles
time-space measures - Answers physically measurable units: column inches, program or story
air time, number of pages, size of story or photo ad
category characteristics - Answers 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
random sampling - Answers problems with periodicity: can introduce bias due to certain
variations in the content
special events: does not occur at a periodic time
characteristics of qualitative research methods - Answers observation, generally smaller
samples, non-systematic, less controlled, subjective, flexible, open-ended questions, inductive
qualitative methods - Answers interviews, focus groups, ethnography, field study, case study,
content analysis
in-depth interviews - Answers "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 - Answers 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 - Answers 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 - Answers 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 - Answers 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 - Answers females are best for moderators, you must know the topic
before selecting a moderator
Content Analysis - Answers specific qualitative procedures for coding and counting media
content, a way to quantify qualitative data and examine messages objectively
manifest content - Answers content that is visible, easily observable or measurable and
quantitative (number of words in a sentence)
latent content - Answers content that is not obvious or immediately apparent, requires
measurement and is qualitative
ex: violence in the media
explanatory power - Answers 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 - Answers 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 - Answers people, themes, time, or words on a topic
content analysis units (textbook) - Answers physical, syntactical, referential, propositional,
thematic
physical - Answers Occupy observable space or time such as a comic strip.
syntactical - Answers Language components such as words or sentences.
referential - Answers Persons such as a specific cartoon character.
propositional - Answers Structures such as stories or dramas, layout
thematic - Answers 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 - Answers symbols,
themes, characters, space/time measures
symbols - Answers names, words, phrases, utterances, pictures, anything that can be seen and
taken as is
themes - Answers ideas, concepts, theses, finds latent meaning
characters - Answers individuals, individual roles
time-space measures - Answers physically measurable units: column inches, program or story
air time, number of pages, size of story or photo ad
category characteristics - Answers 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
random sampling - Answers problems with periodicity: can introduce bias due to certain
variations in the content
special events: does not occur at a periodic time
