Flashcards
Qualitative & Quantitative Methods
Cards in this deck (67)
- 1Quantities- size, frequent, extent of occurrence of sth
- how much, many, often
- serialized study; demographics - 2Qualities- nature, value, features of things
- what, how and why
- Secondary Qualities: subjective mind - colors, tastes, and smells - 3Methods of Qualitative Research- Participant Observation
- Interviews
- Focus Groups
- Document Analysis - 4When to use Qualitative Research- Explanatory & Exploratory Research
-Focus on the respondents
- Contextually
- Identify behavior + attitudes
- Complex, personal stories - 5Characteristics of qualitative research- Intense contact with objects (participant + context)
- Identifying perceptions
- Data in its original form
- No standardized tool used
- Primarily works with words (not numbers) - 6Hermeneutics- interpretation of human live
- Erklären und Verstehen
- 'Thick description': contextual features are meaningful - 7Phenomenology- The study of phenomena through the subject's experience
- Subject matter began with consciousness and experience - 8Pragmatism- knowledge defined in terms of its practical relevance
- North American traditions
- Problem-solving dimensions
- practical outcomes of human action
- Evaluation of the truth - 9Ethnomethodology- Study of the 'routine actions'
- methods of meaning making used by people in everyday settings - 10Symbolic InteractionismUnderstanding of social life in which human beings are seen as active, creative, and capable of communicating their definitions of situations and meanings to others
(down-to-earth approach, empirical) - 11Philosophical Traditions- Hermeneutics
- Phenomenology
- Pragmatism
- Ethnomethodology - 12Qualitative Research (marginalized)Marginalized existence within social sciences as opposed to positivistic research, but based on a myth, natural sciences are full of qualitative methods.
- 13Renaissance of Qualitative Research- 1970's: became a self-defining field
- Rise of need to uncover the nature of complex social phenomena
- Rapid changes in society: new social movements for social groups - 14Market Research- Post-fordism economy
- Consumer society - individualized experiences count
- Technological innovations - 15Arts marketingThe emphasis is on customer experience and co-creation - recall of hermeneutics.
Audience Research. - 16Notions Evaluation criteria- Validity, truthfulness
- Sense of logic, specificity
- Warrant-ability, transparency
- Adequacy - 17Descriptive Research- What, counting, classifying, describing
- Key variables defined
- Descriptive categories - 18Explanatory Research- Why, causal relationships
- Key variables and key relationships are defined
- Explanation and prediction - 19Methods of Quantitative Research- Surveys
- Observations
- Desk Research - 20Doing Quantitative Research- Start with a theory and a hypothesis
- Gather Data
- Describe Data
- Generalize to the population in the study - 21DesignHow to gather data: Sample with the use of a survey etc.
- 22Statistical Analysis- Description: summarizing data
- Inference: making predictions
- Generalize to the population - 23PopulationThe population is the total set of subjects of interest in a study
- 24SampleThe sample is the subset of the population on which the study collects data
- 25SubjectsThe entities that a study observes (usually people, but also families, companies etc)
- 26Descriptive statisticsReduces the data to simpler, more understandable forms without distorting or losing much data
- 27Inferential statisticsprovide predictions about a population, based on data from a sample of that population
- 28StatisticsA numerical summary of the sample data. They are only interesting, if usable for predictions (inferences) about the parameter of the population
- 29ParameterNumerical summary of the population
- 30Audience ResearchSocio-graphic composition of audiences
- Who are you, where are you from ....
Quantitative - 31Reception ResearchNature of the audience experiences
- What do you expect and what do you think...
Qualitative & Quantitative - 32VariablesA characteristic of a subject that can be measured for each subject in a sample or population. It can vary in value with other subjects in the sample or population
- 33ReliabilityThe extent to which a respondent is expected to give the same response when asked again the same question
- 34ValidityA measure should describe what it is intended to measure and reflect the underlying concept.
- 35Measurment Scale- the values a variable can take
- characteristic of a variable and determines which statistical tests can be performed/ how the sample can be described - 36NominalCategorical without ranking
- qualitative
- discrete
- unorderd - 37OrdinalCategorical with ranking
- qualitative or quantitative
- discrete
- ordered - 38IntervalSpecific distance between two values
- numerical
- quantitative
- discrete - 39RatioNatural zero length
- numerical
- quantitative
- continuous - 40Discrete Variables- finite number of outcomes
E.g. male/ female, single/married/etc, number of children, times per year you go to... - 41Continuous Variables- infinite number of outcomes
E.g. length, income, age - 42Conducting a survey Design- Specify the population
- Specify the variables to be measured
- Operationalize the variables
- Develop a questionnaire
- Draw a sample
- Analyze Data
- Report the results - 43RandomizationThe mechanism for ensuring that the sample representation is adequate for inferential methods
- 44Invariance/ Measurement equivalenceDoes an item reflect the same construct across countries, and does a given score represent the same level of a construct across countires
- calibration of ratings (e.g. language) - 45Experimental DataValues on factors that could influence the variable of interest
- 46Observational Datadata obtained by surveys
- 47Frequency distributiona listing of possible values for a variable, together with the number of observations at each value
- 48Relative frequenciesthe proportion or percentage of the observations in a certain category
- 49Frequencynumber of observations within each category
- 50Center of the dataA typical observation
- 51Variability of the datathe spread around the center
- 52MeanThe sum of the values of the observations, divided by the n (sample size) of observations
- 53MedianSplits the sample into two parts with equal numbers of observations, when they are ordered from lowest to highest
- middle of the ordered sample - 54ModeIs the value that occurs most frequently
- appropriate for all types of data - 55Describing the variabilityrange
deviation
variance
standard deviation - 56The range...is the difference between the largest and the smallest observations
- 57DeviationDifference between observation yi and ý (mean)
- positive if above mean
- negative if below mean - 58VarianceIs the squared deviations about the mean
- difficult to interpret
- rather look to standard deviation (square root the variance) - 59Standard Deviation/ SA typical distance of an observation from the mean
- the larger the s, the greater the spread of the data - 60Cultural InterviewExplores everyday life, norms, habits, transferred values, codes of conduct
- often difficult to describe for respondents
- often combined with participant observation - 61Thematic InterviewAbout a defined subject and given time period, often a specific event
- higher focus on things - 62Interview questions: Form- open vs. closed questions
- broad vs. narrow questions
- directive vs. non-directive questions
- direct vs. indirect questions - 63Main questionsArise from the research question, introduce the topics chosen by the interviewer, structure the interview
- 64Probing questionsRemain on the topic, but look for clarification and deepening, look for details and examples
- 65Follow-up questionsGo into new themes that came up during the interview, elaborate on what has been said earlier, provide deep understanding of the issue
- 66Active Listening- Implies what is being said and heard
- 'Listening with the eye'
- Indicating verbally that he listens and observes by probing and regularly summarizing what has been said
- Giving non verbal signs - Rapport - 67—
Information
- Description
- Flashcards on Qualitative & Quantitative Methods, created by Bri Amel on 25/10/2016.
- Created by
- Bri Amel
- Views
- 3
- Rating