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#c#c$  Research where people give their thoughts and A-Z media & communication (Book) by It is more in depth and you It is time consuming, and

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get their opinion. less able to be generalized.

Purpose is to discover more about the meaning  | It is also more reliable Very time consuming and
attributed to events by individuals, rather than because you get more of hard to compare data, as
to record the number or quantity of events an answer then a yes or no it͛s very long.
themselves. answer.

Qualitative research is a method of inquiry

appropriated in many different academic
disciplines, traditionally in the social sciences,
but also in market research an d further contexts.

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clearly in advance what qualitative research.
he/she is looking for.
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which uses surveys to provide information about Data is more efficient, only get one answer.
broad social trends and simple preferences. able to test
hypotheses, but may
Follows a deductive research process and miss contextual detail.
involves the collection and analysis of
quantitative (i.e. numerical) data to identify
statistical relations of variables . |
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information for yourself.
They can offer a limited
the natural world (including experiments, David Probert You can find out the perspective, and can be
naturalistic observation, case studies, etc.). specific information that quite difficult to Interpret.
you need instead of looking
Research undertaken through direct interview around.
with a source or by direct access to original,
unmediated documents or images.
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| Research that you can use that someone else
has found out.
A-Z media & communication (Book) by
Stuart Price
uess effort as you don͛t
have to find out something
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existence (i.e. that data which is linked to, but
not generated by, any specific enquiry). Usually written by experts People could distort the
who have already analyzed real story so you might not
Published or recorded data that have already a number of primary get the real story.
been collected for some purpose other than the sources and have used
current study. them to reconstruct the
past.

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questions to find out things about the
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worthy as you are getting
It can be time consuming.

interviewee. Stuart Price | the answers of the person The interviewee could be
face to face. lying.
An interview is a conversation between two or
more people (the interviewer and the You could be the first one
interviewee) where questions are asked by the to get the answers.
interviewer to obtain information from the
interviewee.

A research method which tries to obtain primary

data through structured or unstructured
interaction between a researcher and an
individual or individuals relevant to the study
being undertaken.

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want.
nition/questionnaire.html
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you can give out many
questionnaires.
and some people might not
do the questionnaire.
Stuart Price
uist of a researchor survey questions asked to You get more opinions. Not very reliable as you
respondents, and designed to extract specific may only get one answer or
information. they could lie..

Structured sets of questions designed to aid

research by producing general information
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 Group of people that use or talk about ABC of communication studies. (Book)by Provide useful information Can be resource intensive
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www.unk.edu/academicaffairs/assessme
about people's attitudes (e.g. cost of engaging
facilitator and hiring venue;
nt.aspx Because they are small, participants may also
Group of typical voters in marginal
ensure involvement for require payment)
constituencies are gathered together to react to
presentations of party policy. testing ideas and gaining
opinions. Are often criticised because
the information collected is
Are carefully planned group discussions based on the views of a
conducted by trained moderators. A small small sample.
number of questions, developed in advance, are
used to generate in-depth consideration of a
narrowly defined topic. Focus groups examine
perceptions, feelings, attitudes and ideas.