SCS 2150 Lecture Notes - Lecture 12: Grounded Theory, Consumerism, Antipositivism

• School: University of Ottawa
• Department: Social Sciences
• Course: SCS 2150
• Professor: ivan Katchanovski

Document Summary

Scs2150 combining qualitative and quantitative research & different methods. Ex: frontline (explores how the perennial teen quest for identity and connection has migrated to social media and how big brands are increasingly co-oping young consumers digital presences) Digital revolution and its influence on consumerism. Qualitative research often exhibits features associated with a natural science model. Procedures in which theories are grounded in data. Meanings people give to their actions can be ascertained through the senses. Many quantitative researchers are interested in issues of meaning (ex: those who study attitudes using survey"s) Qualitative claim access to participants world view. Quantitative methods (such as quantitative approaches to content analysis) can be used to establish how people create their sense of reality. Ex: one could study the content of tv shows quantitatively to illustrate one way in which gender socialization takes place. Many perspectives in quantitative social science now consider meaning to be important qualitative research often involves the study of behaviour.