RESEARCH METHODOLOGY

This is all about using and identifying different ways to go about your research, what sources you should use, and using research theory to provide a framework for your research.

Question 1 is purely a test of your understanding of and ability to carry out research with a full and mature understanding of research theories and methodologies.

You must carry out your study carefully, therefore, incorporating ALL the following, from the start. We have broken down the different methodologies into 4 headings for you to consider:

Research Methodology 1

Your Starting Point - Deductive and Inductive Research

There are different starting points for research and you may well want to use both during the course of your research.

The starting point for deductive research is to read other people’s theories and to work towards one of your own.

• It works from the more general to the more specific
• Also called a ‘top down’ approach
• Knowledge driven

The starting point for inductive research is to start with your own observation

• It works from specific observations to broader generalizations and theories
• Also called a ‘bottom up’ approach
• Feature-detecting

Research Methodology 2

Types of Research you must conduct

• Academic research means to explore the viewpoints of academics who have written critically about similar areas to yours. Much of this will be presented as critical analysis published in books, articles or academic papers. Many of them will also have published their own research studies as well, to explore their own ideas or to establish particular ways of thinking about the media
  
  You will need to read the research papers they have written (usually published in books), including the analysis of their findings and any conclusions they may have drawn. You will need brief notes to summarise each research study you read, in order to be able to compare and contrast them to your own.

• Popular Criticism research means the views of practitioners (producers, directors, actors, website designers, sports professionals etc), and popular views as stated in newspapers, magazines, talk, internet etc. You will need to talk to relevant people and read articles etc, take notes on what they say and draw conclusions that may be applicable to your study.

• Audience Reception including yourself means research into how audiences (including yourself) respond to texts. To do this, you should read up on theories around audience reception, you should read other audience research studies (for context), you should explore your own responses, and you should set up your own audience response study.

You must cover all three types of research in your study.

Research Methodology 3

Sources - Primary and Secondary Research

This involves an understanding of the source for your research. There are many different sources of data, and you will need to know how to categorise them. When you write up your research for the exam, you will be expected to be able to categorise and reference your sources carefully.

When referencing secondary sources, you will be expected to know information such as correct source title, producer, date and location of production. This applies to all books, articles, websites, films, TV programmes, soundtracks etc

Note that, on the whole, secondary research is likely to be academic research but that this is not always the case – ie a newspaper article might be a popular cultural response

You will need to carry out both primary and secondary research

See your folder for a chart that identifies the difference between them.

Research Methodology 4

Quantitative and Qualitative Gathering of Data

There a two types of data gathering methodology which you must
show awareness of:

1. Quantitative Research involves counting or measuring response in terms of statistical significance. It is used to measure the activity of an entire audience by measuring a sample. There are two methods of sampling:

Random sampling – this is like sticking a pin into a list with your eyes closed. It has to be balanced by methods which ensure that the sample includes all types of people represented in the population but it is a procedure which excludes human judgement and thus bias.

Quota sampling – the sample includes a fixed number of people from the types represented in the population as a whole. This is easier but opens the possibility of bias.

Market research and surveys are typically quantitative. Quantitative data gathering always involves statistical analysis once the data has been gathered. It is also often used as a way in to more in-depth qualitative research. For example a brief ‘closed’ questionnaire might be used as the pre-cursor to setting up a focus group.

2. Qualitative Research involves a more personal (less scientific) approach through interviews, discussions, focus groups etc. This is used to discover experiences and responses which are difficult to measure in statistical samples. Information is gathered through observation, recording, questions and interviews in order to investigate a subject in depth and it does not attempt to be fully representative but to develop an in-depth understanding.

This method is more regularly used in Media Studies, and is more appropriate to studying cultural phenomena such as audience consumption.

Examples include

• action research
• case study research
• textual analyses
• ethnography.

Qualitative data sources include

• observation
• participant observation (fieldwork)
• interviews
• open-ended questionnaires
• documents and texts.

Qualitative data is often explored through ‘discourse analysis’ – the analysis of talk, which can help us to understand how and why we consume the media.

In order to conduct a discourse analysis of a focus group for example, you would have to listen carefully to what everybody said, and then explore the reasons behind their responses. To do this, you would have taped the focus group discussion and ‘transcribed’ the results, so you know exactly who said what.

Make sure that you do this research with clear target audiences – eg alternative youth/mainstream youth/age specific audiences etc