COMM 1 Lecture Notes - Lecture 16: Grounded Theory, Participant Observation, Research
23 May 2020
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Goal: to develop rich understanding of people"s personal experience. Researcher subjectivity and reflexivity: subjectivity, reflexivity: awareness of what they are doing, researcher accepts and comments on own influences on participants. Inductive theory building: often called grounded theory . Researcher participates (to varying degrees) in the events/groups under study. Subjects may be aware ( overt ) or not ( covert ) of being studied. Typically, purposive types of sampling (individual case studies common ) Construction of detailed field notes and records. Finished when achieve saturation (more data will not add new insight) Unstructured (or semi-structured: open ended qs, free to change, getting depth is key. In depth interviews: ethnographic conversations (naturally occurring kinds of behaviors) Focus groups: popular technique in marketing and political research, groups discuss an issue/product led by a moderator, detailed criteria for selecting participants (often paid) Again, open ended qs: leader should facilitate, not control, watch for nonverbals, elicit emotions/thoughts.
