Qualitative Methods in Media and Communication CM2006: Qualitative Interviews and Sampling

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Questions and Answers

What is the primary focus when using surveys as a data collection method?

Capturing the meaning-making process among specific groups of people

Obtaining a short answer across large groups of people (correct)

Showing how individuals draw on language and shared stories

Understanding how people engage with each other

When is it more suitable to use focus groups for data collection?

For understanding what and how people think individually

To capture people’s views on a topic

To talk to people to find out what and how they think about something

To understand how people make sense of a topic (correct)

In what scenario should interviews be the preferred data collection method?

When aiming to understand how people make sense of a topic

When interested in mapping what everyone in a group thinks (correct)

When content with obtaining a short answer across large groups of people

When aiming to capture people’s views on a topic

What should be the primary concern when opting for focus groups as a data collection method?

How the meaning-making process happens in interaction with others Signup and view all the answers

Which data collection method is recommended when aiming to produce a list of people’s attitudes, beliefs, preferences, or simple knowledge?

Surveys Signup and view all the answers

What is the main purpose of qualitative interviews as a data collection method?

To understand participants' views, preferences, beliefs, and experiences Signup and view all the answers

What is one of the major drawbacks of qualitative interviews as mentioned in the text?

Misconception that it does not require specialized knowledge or skills Signup and view all the answers

How is the interaction structured in qualitative interviews?

Unidirectional, with the researcher asking questions only Signup and view all the answers

In what way do qualitative interviews allow researchers to engage with participants' practices in a more natural setting?

By facilitating access to people's ways of thinking and talking about their own lives Signup and view all the answers

Why do students often feel that qualitative interviews do not require specialized knowledge or skills?

Due to the simplicity and common-sensical nature of the conversation Signup and view all the answers

What is the primary focus of rhetorical analysis?

The composition of texts and the persuasive intent of the communicators Signup and view all the answers

Which thinkers are mentioned in relation to rhetorical analysis?

Aristotle and Kenneth Burke Signup and view all the answers

What does a recent advertising campaign demonstrate about persuasive messages?

They are most effective when they pretend not to be persuasive Signup and view all the answers

What are the three pillars of persuasion formalized by Greek antiquity?

Ethos, pathos, logos Signup and view all the answers

What does a good analyst need to identify in a rhetorical analysis according to the text?

The structure of argumentation, use of emotions, and examples invoked Signup and view all the answers

What is the primary goal of many social actors such as politicians, advertisers, and educators?

To persuade audiences behind an idea, policy, project, or product Signup and view all the answers

Why do students of media and communication study the ability to rally audiences behind an idea from a critical perspective?

To understand what convinces people, how they are convinced and why Signup and view all the answers

What does the author imply when mentioning the impact of a text upon the audience as elusive, unpredictable, and complex?

The impact of a text on the audience can be uncertain and intricate Signup and view all the answers

Why is understanding how a speaker or a text seeks to seduce us into believing in something considered important?

To question what, why, and how other speakers ask us to buy into their visions Signup and view all the answers

What does the text emphasize as an important aspect of knowing oneself and becoming a responsible person/citizen?

Understanding what convinces people and why they are convinced Signup and view all the answers

Study Notes

Surveys

Primary focus is on collecting quantifiable data to identify trends and patterns
Suitable when aiming to produce a list of people's attitudes, beliefs, preferences, or simple knowledge

Focus Groups

More suitable when seeking in-depth, qualitative insights from a small, diverse group of participants
Primary concern is ensuring participants feel comfortable sharing their thoughts and opinions
Allows for observation of group dynamics and interactions

Interviews

Preferred method when seeking in-depth, detailed information from a small number of participants
Primary purpose is to gain a deeper understanding of participants' thoughts, feelings, and experiences
One major drawback is the potential for researcher bias
Interaction is structured to allow for open-ended conversations
Allows researchers to engage with participants' practices in a more natural setting
Students may feel it doesn't require specialized knowledge or skills due to its conversational nature

Rhetorical Analysis

Primary focus is on analyzing persuasive messages and identifying the strategies used to persuade
Thinkers mentioned in relation to rhetorical analysis include Greek antiquity figures
A recent advertising campaign demonstrates the power of persuasive messages in shaping opinions
The three pillars of persuasion formalized by Greek antiquity are ethos, pathos, and logos
A good analyst needs to identify the appeals used in a text to persuade the audience
Primary goal of many social actors is to persuade and rally audiences behind an idea

Persuasion and Critical Thinking

Students of media and communication study persuasion from a critical perspective to understand how audiences are rallied behind an idea
Understanding how a speaker or text seeks to persuade is important to avoid being manipulated
Knowing oneself and becoming a responsible person/citizen involves critical thinking and awareness of persuasive strategies

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Description

Explore the fundamentals of qualitative interviews as a data collection method in media and communication research. Understand the dialogue between researchers and participants, and the process of collecting participants' understanding of the research topic.

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