CMN 2101 Lecture Notes - Lecture 8: Malcolm Gladwell, Critical Left, Participant Observation

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: Mohammed El Hashash

Document Summary

Qualitative research (cid:862)there (cid:272)a(cid:374) (cid:271)e as (cid:373)u(cid:272)h value i(cid:374) the (cid:271)li(cid:374)k of eye as i(cid:374) (cid:373)o(cid:374)ths of ratio(cid:374)al a(cid:374)alysis. (cid:863) malcolm gladwell. Review qualitative research methods: non-linear approach, rich/soft data, partially subjective research, critical approach (critical left, cases and context. Ethnography: attempt to understand/describe human behavior within its cultural context, the researcher becomes the student and the participants become the teacher. I. e. studying the communication behavior of certain groups. Grounded theory: developing a theory as we explore our subjects and collect data. Phenomenology: the study of individual experiences through their lived experiences. Data collection methods i: participant observation, you the researcher join the group you are studying for an extended period, gaining entry into the group (gatekeepers/key informants, field notes. In-depth interviews: collecting respondents" perception of their world, focus groups, 6-12 participants administered by a moderator in which the researcher observes. Process of seeing the world from the eyes of the participants in the study and studying the world view.