CMN 2101 Lecture Notes - Lecture 5: Qualitative Property

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: Mark Lowes

Document Summary

Mixed method approach: it"s big picture, an approach to research, in this umbrella there are many design types. Mixed method design: seeks to provide a richer piece of research, instead of drawing inferences from the literature to explain quantitative data, they collect qualitative data to explain it. A good way to do this is through expert interviews. Using the advantages of one type of research to supplement the disadvantages of another to make research more robust! From the very beginning, you must be collecting both qualitative and quantitative data. Usually if you have quantitative research, to explain it you look to your literature review. 3 approaches to communications research: quantitative, qualitative, mixed method approach. Data: not evidence, building blocks that are interpreted, input. Evidence: an object which exists in and of itself, data that is organized and interpreted produces evidence, output. Insights: implications that are of value in an applied context, output of data.