FIVE CREDIBLE SOURCES: QUALITATIVE RESEARCH

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.