SECOND BLOG ENTRY
From the blogger’s desk
But wait…there is
more! On this blog I am still on the qualitative research methods’ tip. The
business of the blog is to open up one’s point of reference as far as
qualitative research is concerned. This will be done by identifying and as per
criteria discussing 5 credible sources that a media studies scholar can make
use of whenever dealing with a research project that has a qualitative research
design. So here it goes…
Source One
1 Qualitative market research: a comprehensive
guide with DDC number 658.83 MARI
2 The author is Hy Mariampolski.
Summary of the content of this source
3 The title of
this book is quite telling of the content and applications therein. This book
presents the reader with a thorough insightful text on qualitative research.
Here qualitative research is looked at from a marketing perspective.
Furthermore, this book lays out the benefits and tested implications of making
use of qualitative techniques to benefit both the consumer and the organisation.
Section one of this source will provide the student with an overview
accompanied by an operational definition of what exactly is qualitative
research. The remainder parts of this source touch on very important key
aspects and techniques that qualitative research is inclusive of. These aspects
and techniques are then contextualised in the latter part of this book to meet
both marketing and organisational ends.
Assessment and evaluation
4 In my
evaluation of this book it dawned on me that this book has the potential to set
marketing practitioners and media scholars alike well on their way to increased
productivity in each one’s field. This as the book repeatedly projects can be
achieved by employing holistic and interpretive ways of discovery. An
overriding critique one might have of this book is that it portrays marketing
not just as a tool for productivity and profit gain but also a process that can
be coupled with qualitative methodologies to meet these very ends and more. To
me this came to the fore as I compared this source with others that deal with
market research and so an interesting point of departure in this source is that
a marketer is also a researcher in his or her own right-not only just a
researcher but a researcher who can make use of qualitative techniques to better
meet the needs of marketing media.
Evidence in support of the assessment and
evaluation
5 The overall
content in this source can be used to provide evidence which attests to the
above evaluation. The very definition of qualitative research in Mariampolski
(2001:7) is inclusive of the fact that qualitative research can best be defined
and operationalized as being “holistic”, “humanistic”, and “naturalist”. This
source is of the view that these terms or descriptions are better suited at
truly capturing the essence and said objective of qualitative research. Section
1.7 of this source lays out tested unprecedented benefits that a “holistic” and
“humanistic” research can bring to an organization and to its stakeholders
Mariampolski (2001:55).
Qualitative
market research: a comprehensive guide in its quest to
link qualitative research and market research gives practical examples and case
studies that adequately marry the two. For instance it is argued that doing a
qualitative market research between North America and in continental Europe will
prove to differ due to the different cultures and varying tastes in each of
these places. Furthermore, an example is made in this source of a laundry
detergent that might arguably evoke different emotions and connotations
attached to it by the people it is being advertised to Mariampolski (2001:91).
Reasons why this is a credible source
6 Having
reflected, critiqued and summarized this source I consider it a useful well
written book that sheds immense and scientific light on qualitative market
research. This source is credible because its content appeals and is helpful to
a media studies scholar, a marketing practitioner, and any individual
interested in the field of qualitative marketing and media field. This 312 page
source can be used by media studies specialists in organizations to help them
better appreciate the ideas and cultures that clientele have. Needless to say,
this content coverage of this source can be of valuable assistance to
inexperienced media studies scholars who wish to employ a qualitative research
methodology in their future work environment.
Source Two
1 Qualitative research methods for the social
sciences, DDC number 300.72 BERG
2 The author is Bruce L. Berg
Summary of the content of this source
This source
offers a comprehensive in depth and straightforward look into the techniques of
doing qualitative research. The main thesis and purpose of this book is to
instruct novice and experienced researchers in ways of collecting, organizing
and making sense of qualitative data. Furthermore, this source offers an
insightful and practical coverage of the predominant methods that are included
as part of qualitative research. These methods are covered in chapters 2, 4,
and 6 respectively. A notable and very much important discussion on ethics is
included in this source and this part of the book is inclusive of the essential
role that ethical conduct plays in research and in social life as a whole.
Assessment and evaluation
I took special
note of the fact that this source does not promote qualitative research by
discrediting other methods of research but rather qualitative research in this
source is looked in the sense that it is also a credible scientific research
tool in its own right that can be utilised to meet the needs of and solve any
research issue. The organization of this source is in such a way that it
teachers the novice researcher on the benefits and implications of qualitative
research and in the same vein this source reinforces the experienced researcher’s
choice of employing qualitative research. When I compared this source to others
in the field I found that it is all inclusive in the sense that it does not
focus on one discipline under social sciences but it provides straightforward
encompassing qualitative methods that can be used by researchers inside and outside
of the humanities discipline in general and in media studies in particular. This
source furthermore dedicates a great deal of discussion at exploring and analysing
each crucial step in the qualitative research design criterion. This is
explicitly done I gather as a way of making novice and experienced researchers
alike to be more confident about doing qualitative research and also to make
these researchers appreciate the enormous potency of doing research of this
nature.
Evidence in support of the assessment and
evaluation
In Berg (2004:2)
an informative analysis is explored on about both quantitative and qualitative
methodologies and the implications therein. This section of the book is to
point out that these two research methods are important and needed in their own
right and when each method is systematically employed it can provide a wealth
of knowledge about a particular phenomenon being researched. The overarching
argument here is that “the lasting contributions of social undertaking from
qualitative research, as well as the sheer number of contributing social
thinkers, are significant” Berg (2004:3). The second chapter of this source is
where the qualitative research design is brought to life by exploring and
analyzing each stage of the research process. This is done in such a way that
it “considers various ways of thinking about and designing research” Berg
(2004:21). This is illustrated by the using of a diagram as a way “to simplify
understanding of the individual elements of this model” Berg (2004:26). Ethical
conduct as an acceptable way of behaving in all the stages of qualitative
research is looked at in the third chapter of this source Berg (2004:61). The
chapters after this all up until chapter 12 take a closer look at each of the
qualitative research techniques mentioned in chapter 2.
Reasons why this is a credible source
This source is
credible in the sense that it addresses those issues that are eminent in the
field of qualitative research and these include the stages of qualitative
research and the area of ethics in qualitative research is explored. Also, this
source invites both novice and experienced researchers to explore more ways of
qualitative research in a way that is conducive to their specific research
problem. Notably this source provides the researcher a more informed analysis
of what really goes on when one embarks on a journey that is consisting
qualitative research. Needless to say, this source will provide valuable
insight for a media studies scholar who has a research project that has a
qualitative research design and that this source indeed educates the reader
about qualitative research both as a point of entry and as a point of
departure.
Source Three
1 The science of qualitative research with DDC
number 001.42 PACK
2 The author is Martin Packer
Summary of the content of this source
3 This source
offers a critical inquisitive evaluation of the underlying motivations for
doing qualitative research. This source as a result is more concerned with the
“behind-the-scenes” of qualitative research and in the process it produces a
unique examination of qualitative research in the social sciences. The argument
being put forth in this source is that before one decides to do qualitative
research one must possess an informed and well balanced scientific stance as to
why qualitative research is a needed methodology that is utilised in
discovering and ultimately solving posed research issues or problems. This will
not only assist in conducting a proper and impactful qualitative research but
as the author of this source points out this will make qualitative research to
be more “accessible and comprehensible” Packer (2011:3). In a nutshell, this
source explores the multiple roots of qualitative research. However a sizable
portion of this source does discuss and explore the basic techniques of
qualitative research-interviews, ethnographic fieldwork and analysis discourse.
Assessment and evaluation
In my evaluation
of this source I was quite fascinated with its title and it was only when I
continued reading that I realized that this source serves as counter
argumentative text to the predominant utilisation of quantitative research.
This source is of the view that qualitative research is as scientific as its
counterpart quantitative research. The author elaborates on this point by
exploring the actual origins of qualitative research-phenology, hermeutics and
critical theory. This source in and of itself employs a qualitative approach in
that it explores the underlying reasons for doing qualitative research. The
overarching point here is that this source is in the business of making media
studies scholars aware of the science of qualitative research. Said
another way, this source seeks to increase the knowledge base of media studies
scholars as far the scientific credibility of qualitative research is
concerned. However this source proves to be too scientific at times in such a
way that it can be said to be more relevant to scientific scholars who wish to
uncover the scientific validity of qualitative research. In other words this
source can be used as to shed more light of qualitative research from a
scientific objective point of view.
Evidence in support of the assessment and
evaluation
The view that
qualitative research is as scientific as quantitative research and that it can
be used to test hypothesis is held in chapter one of this source Packer
(2011:18). The argument here is that there are a number of research problems
that require a more interpretive descriptive technique in order to be solved.
Not only that these qualitative methods can also be used to answer explanatory
and this view has been sidelined because of a “widely held but incorrect view”
that “qualitative research can only answer descriptive questions” Packer
(2011:18). This furthermore adds to the misconception that qualitative research
lacks the quality of being systematic, objective and scientific in conducting
research Packer (2011:19). Chapters 2 to 5 in this source offer an insightful
look into the interviewing process as one of the basic techniques used in
qualitative research. This technique is different from the conventional survey
research in that there is emphasis on flexibility whereas in
conventional survey research emphasis is on control Packer (2011:46). In
Packer (2011:82) is whereby the author looks into hermeneutics as one of the
roots of qualitative research. Narrative analysis is looked at in chapter 3 of
this source whereby the four approaches of narrative analysis are examined and
their relevance to qualitative research is examined as well. Ethnographic
fieldwork as one of the basic techniques of qualitative research is looked at
in part 2 of this source. This technique is defined in this source as a way “to
unfold the meaning of people’s experience” Packer (2011:121) and the implications
of this are viewed against the backdrop of a scientific way of knowing that is
qualitative in nature (as is the main theme of this source and the overall blog).
Reasons why this is a credible source
The science of
qualitative research is credible and most applicable to
scientific scholars and to a reasonable extent to media studies scholars
because it explores the reasons as to why researchers do qualitative
research. Furthermore, this source does not portray qualitative research as an
unscientific and weak process but qualitative research in this source is
regarded as valid systematic method or undertaking that can be used to uncover
hidden and incomprehensible phenomena in both exploratory and explanatory ways.
The inclusion of the discussion on the prominent techniques of qualitative
research also adds to this source’s contribution to the field of qualitative
research. This contribution can again be of use to both a scientific scholar
and media studies scholar respectively- in each scholar’s case this source can
provide valuable tools and insight to a research project that is qualitative in
nature and furthermore it can act as an aid in ensuring that research done is
one that adheres to set scientific requirements.
Source Four
1 Doing and writing qualitative research with
DDC number 001.42 HOLL
2 Author is Adrian Holliday
Summary of the content of this source
This source is
concerned with the doing and more importantly with the delivery of qualitative
research with the aid of the written word. Here the novice and experienced
researcher are also seen as writers in that each one has to translate the rich
interpretive data that each one finds into a strong well written text.
Accessible, practical and concise this fully updated and revised second edition
will reinforce its place as an indispensable tool for any scholar including
a media studies scholar involved in a qualitative research project. In this
source special attention is given to the crucial issues of the nature and use
of visual, personal narration, core and periphery data, and data reconstruction
and fictinalisation.
Assessment and evaluation
The use of a good
narration and a sense of proper placement of words are in my opinion one of the
most crucial skills any scholar in any field should master. So it is no wonder
then that even in research it is promoted a strong academic style of writing.
This source is a befitting example with the overarching goal that as much as it
is good to collect, analyse and dissect a rich plethora of data it is also
equally important to produce that very same data into a sound textual product.
Now the textual product that is spoken about here is that which is concerned
with qualitative research. Furthermore, producing such a textual product is
required from a media studies scholar and any other scholar in their respective
field. All of this is to say that an adequate reporting of data is an important
skill that needs to be mastered by all researchers especially those researchers
involved in a qualitative research project as these researchers often have to
use more words and less numbers in the reporting of their findings. Although
not specifically targeted to media studies scholars this source can be used as
a way of gaining insight into the planning, executing and writing of
qualitative research with the aim of producing a concise and well written
research report that can be of use both inside and outside of the media studies
field.
Evidence in support of the assessment and
evaluation
As was just
pointed out writing an adequate research report in this source is viewed as a
crucial skill that a researcher must master and this the author of this source
highlights this by maintaining that “writing thus becomes the basis for
scientific accountability” and that “the researcher as writer articulates her
data and then uses it as the basis for argument and discussion” Holliday (2007:
xii). The stages and strategies of qualitative research in this source are
named and discussed in tabular form. Not only that these strategies are
discussed against the backdrop of the umbrella sociological paradigms from
which each one stem from Holliday (2007:16). Chapter eight of this source includes
examples that educate researchers in any field on how to best utilize
the written word in their qualitative research reports. Hedging, setting a
cautious scene, making restrained scene to name but a few are some of the
research writing skills that are explored in this chapter and these are
accompanied by short extracts that act as examples Holliday (2007:168-182).
Reasons why this is a credible source
This source is
credible because in the way it combines the indispensable use of qualitative
research with the importance of a good writing style in reporting qualitative
research in a manner that is critical and academic. This dual and explicit
purpose of this source adds both usable knowledge and insight to the novice and
experienced researcher about the doing and writing of qualitative
research. This source is credible because it is contributive to the overall
theme of qualitative research from an angle that may not be predominantly media
centric but that which can be utilised by media studies scholars in the
successful reporting of their qualitative research findings. Not only a media
studies scholar as was established earlier but this source can be an essential
tool for students in all disciplines including cultural studies, sport science
and linguistics respectively.
Source Five
1 Chapter 14 of A handbook of media and
communication research with DDC number 302.23072 HAND
2 Author is Klaus Bruhn Jensen
Summary of the content of this source
Chapter 14 of
this source provides a brief but comprehensive look into the multilayered
process of qualitative research. This chapter begins by outlining the most
prevalent concepts that form part of qualitative research and this is followed
by a rubric of sorts of how a media studies scholar can go about implementing a
research project with a qualitative design. The chapter then continues on to
outline the most commonly used methods of qualitative research namely
interviewing, participant observation and the many forms of discourse analysis.
The latter part of chapter 14 of A handbook of media and communication
research takes a look at applicable theories underpinning the process of
qualitative research and this is shortly followed by a brief discussion on
computer software-how can this newly formed innovation assist in the
qualitative research process and what new implications for the said process
does it come with.
Assessment and evaluation
This chapter in
just 21 pages cuts straight to the point as far as qualitative research process
is concerned. What is interesting and noteworthy about this chapter is that
qualitative research is looked at as is relates to the field of communications
and media and so this chapter needless to say can be of valuable assistance to
a media studies scholar. This chapter or source if you will has especially
tailored content that media studies scholars doing qualitative research
projects can make use of. Although the discussions and techniques of
qualitative research in this source are not that different from the ones
discussed in the previous four sources but it is suffice to say that now these techniques
have a media centric basis that is overtly stated from the onset. This chapter
is contributive to the overall theme of qualitative research in the sense that
it is inclusive of the history as well as a scientific validity that backs up
the execution of qualitative research in the media industry. It is worth
mentioning that the overall book in which this chapter 14 is a part of offers a
comprehensive in depth review of the field and a set of guidelines for how to
think about, plan, and carry out media and communication studies in different
social and cultural contexts.
Evidence in support of the assessment and
evaluation
Under the
introductory section of this chapter is whereby it is found a brief historical
overview of qualitative research. The main argument here is that it was
commonplace for qualitative media researchers to view their own input and
contributions to the field of qualitative research as being “unscientific”
Jensen (2012:265). This very statement is indicative of the fact this chapter
views qualitative research through the eyes of the media and communications
industry. The concepts discussed in this chapter include meaning,
naturalistic contexts and native’s perspective just to name but a few and
these concepts are regarded as the “three common denominators applicable to
qualitative communications studies today” Jensen (2012:266). Interviewing is
seen as “one of the commonly used methods of data collection” Jensen (2012:270)
and it is explored in the middle section of this chapter along with other
commonly used methods eminent in qualitative research. Computer software is
viewed from the perspective in that it “facilitates the analysis as well as the
presentation of data” Jensen (2012:282). The overriding premise here is that
computer software can be utilised in the many stages of qualitative research
and this in turn grants computer software a formidable role in the overall
outworking of qualitative research.
Reasons why this is a credible source
This is a
credible source because it speaks to the media studies scholar in the most
explicit of ways. This source’s coverage of qualitative research is in such a
way that is most applicable and easily penetrable to a media studies scholar.
This chapter is credible due to the fact that it deals with past and present
implications of qualitative research as they are directly influenced and
realised in the media industry. Again this source is credible because (like is
the case with the previous sources) there is thorough and vigorous outlining of
the processes and stages eminent in qualitative research. Moreover, as is the
prerogative, this source can be of immense assistance to a media studies
scholar involved in a research project that has a qualitative design.
REFERENCES
Berg, BL. 2004. Qualitative research methods for
the social sciences. Pearson Education.
Holliday, H. 2007. Doing and writing qualitative
research. London. Sage.
Jensen, KB. 2012. A handbook of media and
communication research. Routledge. New York.
Mariampolski, H. 2001. Qualitative market research:
a comprehensive guide. London. Sage.
Packer, M. 2011. The science of qualitative
research. New York. Cambridge University Press.
