Deck 16: Qualitative Methods of Data Collection

Question 1

Field notes:

A) are a continuous or sequential record of what was observed.
B) are created while the interaction occurs.
C) can be added to once you have read through and reflected on them.
D) are identified by the date, time, place, and people observed.
E) all of the above.

Answer 1

all of the above.

Question 2

A field interview:

A) is a simple linear process of asking questions and getting answers.
B) is most effective when conducted over the telephone or e-mail.
C) is most effective when the interviewer can draw on terminology, issues, and themes introduced into the conversation by the respondent.
D) is rigidly structured with the interviewer asking the same set of questions of each respondent.
E) occurs spontaneously without prior planning by the interviewer.

Answer 2

is most effective when the interviewer can draw on terminology, issues, and themes introduced into the conversation by the respondent.

Question 3

In conducting field interviewers, the researcher:

A) needs to select locations and times that are comfortable and convenient for the interviewers.
B) should not be concerned about time.
C) should avoid establishing a frame of reference for the respondent so to be able to capture his or her spontaneous reaction and answers.
D) should follow the interview guide in exactly the same way in each interview.
E) none of the above.

Answer 3

none of the above.

Question 4

A focus group:

A) is a facilitator-led group discussion.
B) consists of a facilitator asking the questions and respondents taking turns answering questions.
C) encourages participants to interact with one another, not just respond to the researcher's questions.
D) a and b.
E) a and c.

Question 5

Ideally, participants in a focus group should:

A) have homogeneous backgrounds, but dissimilar attitudes and perspectives.
B) have different backgrounds, but similar attitudes and perspectives.
C) be selected without any prescreening.
D) know the focus group moderator.
E) be given the focus group outline before the session.

Question 6

The focus group moderator

A) should be seen as credible by participants.
B) should share important demographic characteristics with participants.
C) should be skilled in guiding a group in discussion.
D) should avoid the spoke-and-wheel pattern of questions and answers.
E) all of the above.

Question 7

Ethnography is best described as the

A) study of communication in its natural environment.
B) holistic description of interactants in their cultural or subcultural environment.
C) collection of data with the researcher in the role of the complete observer.
D) study of communication phenomena which have been fully explored.
E) study of a large number of similar communication events.

Question 8

A researcher conducting a qualitative study must balance what is being observed with what he or she knows or can draw upon from the scholarly literature.

Question 9

In selecting respondents for field interviews, researchers use probability sampling techniques to identify respondents.

Question 10

It is likely that a researcher will collect more field notes than can be used.

Question 11

Counting the number of times a theme appears in your field notes is a good way to analyze field notes.

Question 12

Electronic interviewing is an effective substitute for face-to-face interviewing.

Question 13

In field interviewing, closed questions are better for initiating dialogue and obtaining full descriptions.

Question 14

In field interviewing, the interviewer should be careful not to introduce new language or terminology into the interview.

Question 15

In field interviewing, debriefing the respondent is not necessary because the data collected are qualitative in nature.

Question 16

Focus group participants can be solicited or selected through a sampling technique.

Question 17

Focus group moderators should plan for the group discussion to last at least 90 minutes.

Question 18

Data produced by focus groups do not need to be analyzed if the moderator followed the focus group outline.

Question 19

Stories or narratives can be a reliable guide to the storytellers' beliefs, attitudes, values, and actions.

Question 20

Explain how the qualitative methods of field interviewing, focus groups, using stories as narratives, and ethnography differ with respect to the distance between the researcher and participants.

Question 21

Explain why asking some biographical questions are important in field interviewing.

Question 22

Explain why most researchers schedule three to five focus groups for a research study.

Question 23

Describe the characteristics of an effective focus group outline.

Question 24

Describe how you would ask individuals to participate in a focus group for a research project.

Question 25

Describe the strength and limitations of focus group research.

Question 26

Describe note-taking procedures researchers can employ when the interaction environment they are observing makes it difficult to generate notes on the spot.

Question 27

Describe two ways a researcher could collect stories or narratives as qualitative data.

Question 28

Explain how the researcher joins and investigates the communication environment in an ethnographic study.

Question 29

Explain the similarities and differences among autoethnography, ethnography, and ethnography of communication.