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- 1Content analysis: - A technique for systematically describing written, spoken or visual communication. - Collects both types of data and is mainly used to analyse the mass media and historical documents.Advantages of Content Analysis:
- High in reliability as it follows a systematic procedures.
- Its cheap and accessible.
- Allows researchers to create comparisons over time and between societies. - 2Disadvantages of Content Analysis: - Misinterpretation of the meaning behind. -Coding categories are subjective as they are socially constructed. - Its not a valid method on it own as its to simple.Content Analysis:
E.G. Devereux used a content analysis and found the mdia representations of the working class fall in to two categories. There are positive portrays of 'happy' and 'deserving' poor people that contrast the negative images if those on welfare benefits. - 3Triangulation: Combining different methods and types of data (typically three) to compare/ cross check the findings and reach a conclusion. The aim is that they produce similar results. It allows findings to be cross checked enhancing the credibility (Bryman).Advantages of Triangulation:
- Valid picture as it can get a lot of information on a topic and is makes the research more truthful by cross checking. - 4Disadvantages of Triangulation: - Time consuming. - Need to ensure they compliment each other so high level of skills is required.Mixed Methods:
Using more than one method of data collection from different methodological approaches.
Collecting both types of data.
Fitness for purpose the researcher needs to select methods suitable for the collection of data required. - 5Advantages of Mixed Methodology: - Cross check findings. - Increased valid picture. - Uses both data's so there is a reason behind the numbers.Disadvantages of Mixed Methodology:
- Costly in time and resources.
- Complex
- Harder to analyse both data's. - 6Ethnography Uses participant and unstructured interviews to provide and in depth account of a social group/culture. E.G. Thiel- Building site and found 'them and us' model amongst workers.Advantages of Ethnography:
- Direct observation of people under the study.
- Detailed and rich data collected over a period pf time, increasing the validity.
- High ecological validity.
- Holistic understanding as it can achieve empathy or verstehen. - 7Disadvantages of Ethnography: - Lack reliability. - Ethical issues. - Hard to gain access. - Lack generalisability. - Going native.
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- A-Level Sociology Flashcards on Untitled, created by Beth Vickers on 07/03/2016.
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- Beth Vickers
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