Assignment
Flo20thebest
12QualitativeResearch.pptxNOTE:
The best way to view my lecture slides is to enter “slideshow mode” and progress through them by pressing the space bar. If you have any questions, feel free to ask.
Research Methods
A brief introduction to qualitative research
Today’s goals:
To get a brief introduction into qualitative analysis.
To compare the types of questions that qualitative and quantitative approaches answers.
Qualitative Research
Qualitative Research - methods rely heavily on in-depth verbal descriptions of a particular social context being studied
Often called interpretive research
Qualitative researchers:
spend a great deal of time in the settings being studied (fieldwork)
rely on themselves as the main instrument of data collection (subjectivity; intersubjectivity)
…analyze data using interpretative lenses
In Summary
| Qualitative | Quantitative |
| Non-probability based sample | Typically a probability-based sample |
| Non-generalizable | Generalizable |
| Answers What? How? | Answers How many? When? Where? |
| Exploratory (often inductive) | Tests hypotheses |
| Data are “rich” and time-consuming to analyze | Data are more efficient, but may miss contextual detail |
5
Covert vs. Overt Participant Observation
6
Pearson (2009 ) examined the behavior of fans of Blackpool FC
Khan (2011) assessed the lifestyle of students at elite high schools
Sudhir Venkatesh
7
Research Focus: to learn more about the daily life of Chicago street gangs in the 1990’s
Content analysis
Content Analysis – collection and analysis of data from cultural artifacts
Cultural artifacts - anything that gives information about a particular culture
Written documents, visual media, social media, conversation transcripts etc.
Cultural artifacts can be subject to the same research scrutiny as individuals, schools, corporations, etc.
Coding
Coding – process of identifying key themes in data and drawing conclusions about said themes
Three processes of coding:
Open – reviewing all data and identifying common themes
Axial – examining relationships between different themes
Selective – gathering additional data (cultural artifacts) to see if the relationships found in the axial stage are supported
Coding Example
Purpose: to compare lyrics of popular musical artists using inductive content analysis
Gather into groups and choose a musical genre whose lyrics you want to examine.
Each member should choose an artist from that genre and find the lyrics to their songs.
Example Genre: Classic Rock
Artists: Led Zeppelin, Jimi Hendrix, Rolling Stones
Coding Example
5-11
Purpose: to compare lyrics of popular musical artists using inductive content analysis
Part I – Open Coding (10 mins)
Generate 5-10 “themes” that appear in the lyrics noting specific lyrics as examples
Each coder should generate a few themes.
Example theme: “Love and Heartbreak”
Led Zeppelin:
Well it's been ten years and maybe more since I first set eyes on you, the best years of my life gone by, here I am alone and blue
Assignment 6 – In-Class Activity
5-12
Purpose: to compare lyrics of popular musical artists using inductive content analysis
Part II – Axial Coding (5 mins)
Examine the themes for relationships (e.g., do different themes occur together more often?)
Example: Love and Heartbreak tends to be associated with resentment towards romantic partner
One thing I do have on my mind, if you can clarify please do, it's the way you call me by another guy's name when I try to make love to you
And if I ever find that girl I know one thing for sure, I'm gonna give her something like she never had before. – Hot Dog
Sixteen I fell in love, with a girl as sweet as could be; only took a couple of days Till she was rid of me. –Good Times, Bad Times
Had a friend, she once told me, "You got love, you ain't lonely“, Now she's gone and left me only looking for what I knew. –Friends
I open my front door, hear my back door slam, you must have one of them new fangled back door man – Since I’ve Been Loving You
Silent woman through the flames, you come From the deep behind the sun Seems my nightmares, have just begun, Left me barely holding on. – The Wanton Song
Coding Example
5-13
Purpose: to compare lyrics of popular musical artists using inductive content analysis
Part III – Selective Coding (5 mins)
Choose one new artist of the same genre. Each group member should pick a different song from this artist.
Do any of the themes show up in the new artist’s lyrics?
Example: Beatles’ Run For Your Life
You better run for your life if you can little girl, hide your head in the sand little girl. Find you with another man, that’s the end, little girl.
