Study notes containing all the material from lectures and important materials from the book needed for Persuasive Communication.
Course taken during the 2nd year of Communication Science (Bachelor).
Course grade = 9.2, Exam grade = 9.2.
Also includes illustrations from theories seen in the...
Summary Successful Qualitative Research - Qualitative Research
qualitative research (774222002Y) summary for textbook and exam
Qualitative Research Exam Study Guide
Alles voor dit studieboek (11)
Geschreven voor
Universiteit van Amsterdam (UvA)
Communicatiewetenschap
Qualitative Research
Alle documenten voor dit vak (9)
3
beoordelingen
Door: eliza0926_li • 5 maanden geleden
Door: janexie • 4 maanden geleden
Door: annastasiayang0910 • 7 maanden geleden
Clear and in-depth notes, which helped me to pass
Verkoper
Volgen
AndreaValdivia
Ontvangen beoordelingen
Voorbeeld van de inhoud
1. Qualitative Research: Introduction
• Why qualitative approach?
o Focus on peoples’ own framing around issues
o Richer/deeper understanding of a phenomenon
o Can be open-ended, exploratory, organic and exible + can evolve to suit
needs of the participant
▪ Scope of knowledge and understanding is opened up
• Thick or rich description:
o Thick description → contexts of behaviour were described
o Thin description → contexts of behaviour were excluded
o Rich description → “detailed descriptions of the object of study, in which
the complexity and contradictions of participants’ stories of their lives are
included”.
Qualitative Quantitative
⭐ Uses words 📊 Uses numbers
⭐ Explores meanings (produces knowledge that
📊 Explores relationships between variables
contributes to more general understandings)
⭐ Less xed methods ( exible) 📊 Has xed method (in exible)
⭐ Theory generating (inductive)
📊 Theory testing (deductive)
⭐ More time consuming
⭐ Requires less respondents 📊 Less time consuming
⭐ Subjective & re exive (values personal
📊 Requires more respondents
involvement + partiality)
Ex: Interviews - Focus Groups - Literature Review 📊 Objective (values detachment + impartiality)
Ex: Experiments - Surveys - Observations
1.1. Skills needed to become a QR
These are the following:
1. Interest in process & meaning – curiosity about what people think & their motivations behind
behaviour.
2. Critical approach to life & knowledge – interested in how or what, but question why people
think in a certain way.
3. Eyes & ears – observing (e.g. about gestures, behaviour) & speaking
• Both listen intently & critically re ect on what is said at the same time.
fi fi fl fl fl fl fl
, • Focus on content & have analytic ideas simultaneously.
4. Re exivity – critical re ection on the research (both as process and as practice), our role as
researcher, and our relation to knowledge.
• Re ecting on your own role as QR when producing knowledge (e.g. what are your own
thoughts, if you are an insider/outsider).
• Insider = researcher shares group identity w/ participants.
• Outsider = di ers from group identity.
• Identifying your own assumptions, & then putting them aside
• Why? To ensure your research is not automatically shaped by these.
5. Good interactional skills – research consists in constant interaction w/ people (professional
communication skills & friendliness).
• A friendly manner helps people put at ease + establish ‘trust’ & rapport.
1.2. What is QR?
• QR = uses words as data (not numbers)
• Interest in meanings & perspectives or experiences
• Rich data (samples are small) – in depth, descriptive, complicated & detailed info on
phenomena.
• Theory generating (inductive) – working up from data
• No previous theoretical framework, no hypothesis formulated before, no speci c
expectations beforehand, w/ data we try to build a theory (no theory testing).
• Takes longer to complete – why? Interpretative
1.3. Big Q vs. Small Q
Big Q – broad perspective = QR = The application of qualitative techniques within a qualitative
paradigm.
• Paradigm (approaches) = the beliefs, assumptions, values and practices shared by a research
community – provides an overarching framework for research.
• Perspective
Small Q – pragmatic approach (based on RQs) = the use of speci c qualitative data collection
and techniques
• Techniques
• QR can be used before quantitative research – e.g. rst interviews or focus groups, then
experiments or surveys to explain phenomena.
• Mixed Method (both quantitative & qualitative combined)
• Use QR as input for survey or experiment
flfl ff fl fi fi fi
, • Occasional use of qualitative questions within quantitative method.
• More common in Communication Science
1.4. History of QR in Communication Science?
• Interdisciplinary
• Involved in many disciplines.
• Psychology
• QR has a long BUT marginal history in psychology
• a) QR as a new development = BUT Qualitative ideas and approaches have been part of
psychology from its inception.
• There has been opposition to the more subjective, interpretative introspective
• The use of a qualitative paradigm was in many cases an implicit and often
explicit rejection of the values, assumptions and practices of quantitative,
experimental psychology
• b) QR as simply o ering a complementary data collection and analysis toolkit for
quantitative psychology
• Allows access to people’s subjective worlds and meanings, and to groups
marginalized
• QR methods are crucial for identifying and theorizing di erent constructed
versions of reality, and for the ways people are both constructed by
• Sociology
• Political Science
• QR in Communication Science tracks
2. 10 Fundamentals of QR
2.1. Fundamentals
1. QR is about meaning (not numbers)
• We focus on the meanings of participants to understand these people and what they think of a
commercial or phenomena (irrelevant to replicate results).
• Meaning is complex & messy.
• Considers knowledge as something that comes from, and makes sense within the contexts it
was generated from.
• Not about testing hypotheses, replication or seeking comparisons between groups.
• QR does not assume the ‘same’ accounts will be generated every time, by any
researcher.
ff ff
, 2. QR does not provide a single answer
• Subjectivity – there is no correct or incorrect answer – sometimes can be vague.
• Requires good argumentation to justify how you obtain conclusions.
• Need to be creative when using data.
• Analysis of data will be di erent – this varies across researchers as analysis of data will be
in uenced by social and cultural background, experiences, demographics to build theory.
• Good analysis needs to be plausible, coherent and grounded in the data.
3. QR treats context as important
• Knowledge, information, answers and conclusions are produced in speci c contexts.
• People will have di erent perspectives and attitudes.
• QR recognizes the subjectivity of data & analysis we produced (and possible bias) – 2 levels of
subjectivity
• (1) Subjectivity of data – interpretations of participants are subjective.
• (2) Subjectivity of data interpretation – when researcher starts using data in his analysis
(his background in uences his analysis).
• → Bias = research or data might be contaminated by our lack of objectivity.
• Due to subjectivity, we see and understand re ects our identities and
experiences
4. QR can be experiential or critical
• Experiential = focus on views, perspectives, experiences expressed in the data – what people
mention about the message and how can we use what they say in analysis.
• Verstehen (understanding in German) = try to understand people and put into their
shoes.
• Participant’s interpretations are focused on, not used for analyzing something else.
• Retains people’s own framing around issues (in their own language).
• QR as research to collect info and organize what is expressed in data & make sense
of it.
• Critical = not use the words of participants but cultural notions below the surface – what are
the underlying perspectives (underlying attitudes) or factors that in uence meanings or
representations expressed
• Analysts’ interpretations become more important than participants.
• Explores how di erent versions of reality are created/constructed.
• Micro = detail of language use (e.g. how is language used/functions)
• Macro = language produces versions of reality (e.g. what language suggests)
fl
ff flff ff fl fifl
Voordelen van het kopen van samenvattingen bij Stuvia op een rij:
√ Verzekerd van kwaliteit door reviews
Stuvia-klanten hebben meer dan 700.000 samenvattingen beoordeeld. Zo weet je zeker dat je de beste documenten koopt!
Snel en makkelijk kopen
Je betaalt supersnel en eenmalig met iDeal, Bancontact of creditcard voor de samenvatting. Zonder lidmaatschap.
Focus op de essentie
Samenvattingen worden geschreven voor en door anderen. Daarom zijn de samenvattingen altijd betrouwbaar en actueel. Zo kom je snel tot de kern!
Veelgestelde vragen
Wat krijg ik als ik dit document koop?
Je krijgt een PDF, die direct beschikbaar is na je aankoop. Het gekochte document is altijd, overal en oneindig toegankelijk via je profiel.
Tevredenheidsgarantie: hoe werkt dat?
Onze tevredenheidsgarantie zorgt ervoor dat je altijd een studiedocument vindt dat goed bij je past. Je vult een formulier in en onze klantenservice regelt de rest.
Van wie koop ik deze samenvatting?
Stuvia is een marktplaats, je koop dit document dus niet van ons, maar van verkoper AndreaValdivia. Stuvia faciliteert de betaling aan de verkoper.
Zit ik meteen vast aan een abonnement?
Nee, je koopt alleen deze samenvatting voor €6,89. Je zit daarna nergens aan vast.
