@study guide l module 3 research methodology, qualitative research

17703 Paradigm and Communication Arts Research

Module 3 Research Methodology: Qualitative Research

School of Communication Arts, Sukhothai Thammathirat Open University

17703 Paradigm and Communication Arts Research

©2015-2018 SUKHOTHAI THAMMATHIRAT OPEN UNIVERSITY SOME RIGHTS RESERVED

2 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Module 3 Research Methodology: Qualitative Research Assoc.Prof.Dr.Kamolrat Intaratat Contents Outline: Lesson 3.1: Qualitative Research Overview Issues to be discussed: Topic 3.1.1 An Overview of Qualitative Research Topic 3.1.2 What is Qualitative Research?

Topic 3.1.3 Qualitative Research Design Lesson 3.2: Qualitative Research Components Issues to be discussed: Topic 3.2.1 Qualitative Method and Data Collection Topic 3.2.2 Sampling Methods in Qualitative Research Topic 3.2.3 Ethics Concerns in doing Qualitative Research Lesson 3.3: Qualitative Research Analysis Issues to be discussed: Topic 3.3.1 Qualitative research analysis principle Topic 3.3.2 Qualitative research data Topic 3.3.3 Qualitative research analysis approach Lesson 3.4: Qualitative Research Example Issues to be discussed: Topic 3.4.1 Case study

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 3

17703 Paradigm and Communication Arts Research

Objectives: After being introduced to Module 3 Research Methodology: Qualitative Research, students will be able to: 1. Introduce all holistic principles of qualitative research.

2. Be aware of holistic qualitative research techniques.

3. Raise the issues of ethics and example of qualitative research.

Main Concept Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. It aims to gather an in-depth understanding of human behavior and the reasons that govern such behavior. In general, the qualitative method investigates the why and how of decision making, not just what, where, and when.

Hence, smaller but focused samples are more often used than large samples.

Qualitative research is a type of scientific research that:  Seeks answers to a question;  Systematically uses a predefined set of procedures to answer the question;  Collects evidence;  Produces findings that were not determined in advance

Learning Activity Read module and watch VDO to support your learning about Qualitative research.

Learning Resources: 1) E-Book / Synthesis content of Module 3 (accessible in Moodle e-Learning system).

2) Six Modules uploaded on STOU e-Learning Platform.

3) Key readings, online videos, STOU e-Library international database of scholarly works, infographics, reports, among others.

4 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Self Pre-Test Module 3 Research Methodology: Qualitative Research Objectives: To assess the prior knowledge of the student about Module 3 Suggestions: Read the questions, then answer them in the provided space within 30 minutes.

1. What is the Qualitative research and how does it differ from the Quantitative research?

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 5

17703 Paradigm and Communication Arts Research

Lesson 3.1: Qualitative Research Overview Issues to be discussed:

Topic 3.1.1 An Overview of Qualitative Research Topic 3.1.2 What is Qualitative Research?

Topic 3.1.3 Qualitative Research Design Objectives of Lesson 3.1: Qualitative Research Overview After students study Lesson 3.1, they will be able to: 1. Understand the overview of Qualitative research 2. Understand the differences between the Qualitative and the Quantitave research 3. Understand and can choose any appropriate type of Qualitative research design

Main Concepts of Lesson 3.1: Qualitative Research Overview Tipic 3.1.1 An Overview of Qualitative Research : Qualitative Research uses to explain more deeper understanding of social phenomena and their dynamics, to facilitate explanations of social phenomena, conducting research and presenting data analysis.

Qualitative research is an “Applied research” that “strives to improve our understanding of a problem, with the intent of contributing to the solution of that problem”. It is generally grounded in systematic and scientific methodology and is highly pragmatic in nature.

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences to investigate the why and how of decision making, not just what, where, and when. Hence, smaller but focused samples are more often used than large samples.

Qualitative Research Design is generally are several designs. The most frequently used are: Ethnographic Research Design: Methodology of the people; Phenomenology Research

6 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Design: The Study of a Phenomenon; Historical Research Design; Foundational Research Design; and Grounded Theory Base Design .

Self-Assessment Exercise Lesson 3.1: Qualitative Research Overview 1. Study the overview of Qualitative research, then describe its main characteristics.

Answers -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 7

17703 Paradigm and Communication Arts Research

Lesson 3.2: Qualitative Research Components Issues to be discussed:

Topic 3.2.1 Qualitative Method and Data Collection Topic 3.2.2 Sampling Methods in Qualitative Research Topic 3.2.3 Ethics Concerns in doing Qualitative Research Objectives of Lesson 3.2: Qualitative Research Components After students study Lesson 3.2, they will be able to: 1. Understand the qualitative method and data collection 2. Understand sampling methods in qualitative research 3. Understand about ethics concerns in doing qualitative research Main Concepts of Lesson 3.2: Qualitative Research Components Topic 3.2.1 Qualitative Method and Data Collection Generally, the qualitative research methods that are most frequently used are: participant observation, non-participant observation, in-depth interviews, focus groups, case studies, participatory and collaborative action methods, field notes, reflexive journals, structured interviews, semi-structured interviews, unstructured interviews, analysis of documents and materials, among others.

Topic 3.2.2 Sampling Methods in Qualitative Research Sampling methods will depend on the research objectives and the population that the researcher is willing to study for his/her research project. There are three most common sampling methods: Purposive sampling, Quota sampling, Snowball sampling

8 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Topic 3.2.3 Ethics Concerns in doing Qualitative Research Fundamental Principles in Research Ethics from Belmont Report has three core principles: Respect for persons, Justice, and Respect for communities.

Self-Assessment Exercise Lesson 3.2: Qualitative Research Components 1. Explain the Qualitative Research Components Answers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 9

17703 Paradigm and Communication Arts Research

Lesson 3.3: Qualitative Research Analysis Issues to be discussed:

Topic 3.3.1 Qualitative research analysis principle Topic 3.3.2 Qualitative research data Topic 3.3.3 Qualitative research analysis approach

Objectives of Lesson 3.3: Qualitative Research Analysis After students study Lesson 3.3, they will be able to: 1. Understand the qualitative research analysis principle 2. Understand the qualitative research data 3. Understand the qualitative research analysis approach Main Concepts of Lesson 3.3: Qualitative Research Analysis Topic 3.3.1 Qualitative research analysis principle Qualitative analysis is an analysis that based on unquantifiable information, such as quality of life, self –esteem, sustainable development, and ICT literacy, etc.

Qualitative analysis contrasts with quantitative analysis, which focuses on numbers that is normally found as table, graph, percentage, etc. Most of the Qualitative analysis is more concerns about social and experiential realm rather than the mathematical one.

Topic 3.3.2 Qualitative research data Qualitative data often more concerned about uncovering knowledge about how people think and feel about the circumstances in which they find themselves than they are in making judgements about whether those thoughts and feelings are valid.

10 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Topic 3.3.3 Qualitative research analysis approach Mostly divided into four groups: 1) Content analysis 2) Interpretative approaches 3) Sociolinguistic approaches, and 4) Conversation analysis

Self-Assessment Exercise Lesson 3.3: Qualitative Research Analysis 1. Explain Qualitative research analysis principle Answers ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 11

17703 Paradigm and Communication Arts Research

Lesson 3.4: Qualitative Research Example Issues to be discussed:

Topic 3.4.1 Case study

Objectives of Lesson 3.4: Qualitative Research Example After students study Lesson 3.4, they will be able to: 1. Understand how to design their own qualitative research proposal 2. Understand how to analyse and make use from any qualitative research

Main Concepts of of Lesson 3.4: Qualitative Research Example Topic 3.4.1 Case Study: An integrated approach towards ICT4D By :

1) Abraham Gert van der Vyver, Monash SA: South Africa 2) Kamolrat Intaratat, Sukhothai Thammathirat Open University,Thailand

Abstract The potential of ICTs to act as a catalyst for improvements especially in the field of economic growth. The role of telecentres and other public access facilities feature prominently in many critical analyses of ICT-driven economic growth models.

This paper contains some of the results of a study that was mostly conducted in Thailand on a unique development model that links the sustainability of telecentres to the market activities of small and medium enterprises. The findings that were generated from a number of case studies that were conducted in Bangkok and in the North of Thailand pointed to the fact that the integrated approach or partnership approach with all its contextualized dimensions holds the key to the modeling of sustainable telecentres.

Keywords Telecentres, case studies, empowerment, economic development, integrated approach, disadvantaged communities 12 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Introduction The commercialization of the Internet in 1995 triggered an avalanche of new technology and applications. These innovations created colossal expectations regarding job creation and economic opportunities however the majority of these predictions failed to realize the anticipated results. “Although the government has been running the OTOP project for many years, the amount of research on the OTOP project is small and studies in this respect are still limited (Tuamsuk, Phabu and Vongprasert (2013: 365).

The study took the form of a compilation of small case studies in the cities of Bangkok and Chiang Mai in Thailand.

Literature review Rao (1998) defined the role of telecentres in India in the following comprehensive manner. “Telecentres, known more popularly as community information centres, are public-access information and communication initiatives that serve as a community-gathering place where people can access communication technology and applications, learn new skills, tackle local social issues, face common challenges and empower their neighbours.

‘One Village One Product’ (OVOP) movement was initiated in Oita Prefecture, Japan, in the late 1970s, and aimed to vitalise the prefecture’s rural economy.

(Natsuda, Igusa. Wiboonpongse, Cheamuangpan, Shinghkharat & Thoburn, 2011:1).

“OVOP development is seen as a way of enhancing local communities’ entrepreneurial skills by utilising local resources and knowledge; creating value adding activities through branding of local products; and building human resources in the local economy” (Natsuda et al. 2011: 1-2).

Methodology The researchers strung a number of case studies together. The inclusion of multiple case studies in one research design is supported by Yin (1994: 14). Eisenhardt

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 13

17703 Paradigm and Communication Arts Research

and Graebner (2007: 25) explained that “each case serves as a distinct experiment that stands on its own as an analytic unit.�

Cases The cases are categorized according to the type of telecentre and/or special interest that are served by the telecentre as follows; 1) Multi-purpose telecentre, 2) Religious telecentre, 3)Training telecentre focusing on disadvantaged females, 4) School-based telecentre, 5) Culturally-driven telecentre, 6) Telecentre for the disabled, 7) Telecentre for prisoners, 8) Manufacturing-driven telecentre, 9) Community centrebased telecentre.

Findings Telecentres can serve as hubs for local development activities. Stakeholder partnerships negotiated within the local context provide solid platforms for addressing local needs and circumstances. The case study in Lee proved that co-ordination of local interests can work to the benefit of all the stakeholders involved.

Recommendations The embedding of a telecentre in the OTOP-model will undoubtedly improve the chances of an OTOP-initiative to become sustainable. This feature, albeit present in a number of isolated cases, is by no means part of the present OTOP planning model. Since the Thai government is actively involved in the promotion of the OTOP brand, it will be to their benefit to incorporate telecentres in their promotional drives.

It is recommended that the OTOP/telecentre model as well as the Young Enrerpreneur programs are used as flagship export models by the Thai government.

If these intitiaves can be constructively integrated they offer a uniqueness that is well worth taking note of.

14 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Conclusion The researchers are of the opinion that the model in which a telecentre is linked to some form of market activity offers a highly sustainable option for economic empowerment of the disadvantaged communities.

References of the Case Study: Andersson, A & Hatakka, M. What are we doing? Theories in ICT4D Research, in IFIP Working Group 9.4: 12th International Conference on Social Implications of Computers in Developing Countries.

Bailur, S. (2007) Using Stakeholder Theory to Analyze Telecenter Projects. The Massachusetts Institute of Technology Information Technologies and International Development. Volume 3, number 3, Spring 2006, 61-80.

Curry, R.J. Jr., Sura, K. (2007). Human Resource Development (Hrd) Theory And Thailand's Sufficiency Economy Concept And Its "OTOP" Program, in Journal of Third World Studies, 24 (2), pp. 85-94.

Eisenhardt, K.M. & Graebner, M.E. (2007).Theory Building form Cases: Opportunties and Challenges, in Academy of Management Journal, 50(1): 2532.

Karaniosis, S. (2013) Framing ICT4D research using activity theory: A match between the ICT4D field and theory, in IFIP Working Group 9.4: 12th International Conference on Social Implications of Computers in Developing Countries.

Kurokawa, K., Tembo, F. & te Velde, D. 2010. Challenges for the OVOP Movement in Sub-Saharan Africa – Insights from Malawi, Japan and Thailand.

JICA-RI working paper 18 of 2010. Jica Institute.

Lejano, R.P., Shankar, S. (2013). The contextualist turn and schematics of institutional fit: Theory and a case study from Southern India. Policy Sciences.

46(1), 83-102.

Office of the Prime Minister (2004). OTOP Information (Mimeographed): pp. 1-3.

Park, S.J. & Lejano, R.P. (2013). ICT4D Partnership: A Review and

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 15

17703 Paradigm and Communication Arts Research

Reframing, in IFIP Working Group 9.4: 12th International Conference on Social Implications of Computers in Developing Countries. Mona, Jamaica: University of the West-Indies.

Natsuda, K., Igusa, K., Wiboonpongse , A., Cheamuangpan A., Shinghkharat, S. & Thoburn, J. (2011). One village, one Product – Rural Development Strategy in Asia. The Case of OTOP in Thailand. Retrieved from http://www.apu.ac.jp/ Noknoi, C., Boripunt, W. & Lungtae, S. (2012). Key Success Factors for Obtaining a One Tambon One Product Food Five-Star Rating in Phatthalung and Songkhla Provinces, in European Journal of Economics, Finance and Administrative Sciences, 48 (2012), pp. 96 -103.

Plou, D.S. 2009. Fighting poverty from telecentres in Mali and Colombia. APC News, 30 March.

Rao, S.S. 2008. Social development in Indian rural communities: Adoption of telecentres. International Journal of Information Management. 28(6): 474-482.

Tuamsuk, K., Phabu, T. & Vongprasert, T. (2013). Knowledge Management Model of Community Business: Thai OTOP Champions, Journal of Knowledge Management, 17(3): 363-378.

Yin, R.K. 1994. Case Study Research. Design and Methods. London: Sage.

16 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Self-Assessment Exercise Lesson 3.4: Qualitative Research Example 1. Analyse and explain what you have learned from the given Case Study: An integrated approach towards ICT4D Answers -----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 17

17703 Paradigm and Communication Arts Research

----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Bibliography: Earl Babbie (2008). The basics of social research. (4th ed.) Thomson Wadsworth.

Bernard, H.R (1995). in Denzin NK, Lincoln YS (eds.). Research methods in anthropology. (2nded.). London: Sage Publications.

Handbook of qualitative research. (2000). London: Sage Publications.

Marshall, P.A. Human subjects protections. Institutional review boards and cultural anthropological research. Anthropol Q 2003; 76(2): 269-85.

McLafferty E, Farley A.H. (2006). Analysing qualitative data using computer software. Nurs Times.

Joppe, M. (2000). The research process. Available at: http://www.ryerson.ca/~mjoppe/rp.htm

Reynard, John C. (2001). Introduction to communication research.

(3rd ed.). McGraw-Hill.

Smith, J., Cheater, F., and Bekker, H. (2011). Theoretical versus pragmatic design challenges in qualitative research.

Strauss, Anselm L. and Corbin, Juliet M. (1998). Basics of qualitative Research. SAGE Publications.

Wimmer, R.D. and Dominick, J.R. (2006). Mass media research: An Introduction. (8th ed.) Thomson Wadsworth.

18 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Key Video Lectures Please watch all the videos included in this study guide:

a.

Click here: https://www.youtube.com/watch?v=2X-QSU6-hPU

b.

Click here: https://www.youtube.com/watch?v=6lIzz3DlEWQ

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 19

17703 Paradigm and Communication Arts Research

c. Click here: https://www.youtube.com/watch?v=M2DyB-hGX-Q

d. Click here: https://www.youtube.com/watch?v=FuG8AzK9GVQ

20 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

e. Click here: https://www.youtube.com/watch?v=-Dn4u9DPmDs

f. Click here: https://www.youtube.com/watch?v=Zbi7nIbAuMQ

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 21

17703 Paradigm and Communication Arts Research

g. Click here: https://www.youtube.com/watch?v=7uNp7okdc-E

Recommended readings Denzin, N.K. and Lincoln, Y. S. (2011). The SAGE Handbook of Qualitative Research. SAGE: Los Angeles. https://books.google.co.th/books?id=AIRpMHgBYqIC&printsec=frontcover&dq=qualitative+resear ch&hl=en&sa=X&ei=gRdjVfXsGuKmwWmyYDgAg&ved=0CBwQ6AEwAA#v=onepage&q=qualitative%20research&f=false

Silverman, D. (2010). Qualitative research. (3rd ed.) SAGE: London. https://books.google.co.th/books?hl=en&lr=&id=ljpdBAAAQBAJ&oi=fnd&pg=PP1&dq=qualitative+ research+&ots=CyaK7_Bi-L&sig=Z17UbbPpTu4LnTr_92h1NyGIAM&redir_esc=y#v=onepage&q=qualitative%20research&f=false

22 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Self Post-Test Module 3 Research Methodology: Qualitative Research Objectives: To assess the knowledge of the students after study Module 3 Suggestions: Read the question, then answer in the provided space within 30 minutes.

1. What is the Qualitative research and how does it differ from the Quantitative research?

-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 23

17703 Paradigm and Communication Arts Research

Assignment of Module 3 - Select about 3 examples or cases of the Qualitative research, then write all your understanding of Qualitative research (Word limit 2,000 words).

- Presentation style: essay and visuals.

Assignment of Module 3 (Option 2) 1) Read this short study conducted by Facebook: “Experimental evidence of massivescale emotional contagion through social networks� (2012).

2) Then, compare the views of researchers (on that study) expressed in this article published by The Guardian: http://www.theguardian.com/technology/2014/jun/30/facebook-emotion-studybreached-ethical-guidelines-researchers-say.

3) Do you think the Facebook emotion study was ethical or unethical? Explain your answer.

Answers -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

24 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Guided answers for Self Pre-Test and Post-Test of Module 3 Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. It aims to gather an in-depth understanding of human behavior and the reasons that govern such behavior. In general, the qualitative method investigates the why and how of decision making, not just what, where, and when. Hence, smaller but focused samples are more often used than large samples.

Qualitative analysis contrasts with quantitative analysis, which focuses on numbers that is normally found as table, graph, percentage, etc. Most of the Qualitative analysis is more concerns about social and experiential realm rather than the mathematical one.

Guided Answers of Lesson 3.1 Qualitative research is an “Applied research” that “strives to improve our understanding of a problem, with the intent of contributing to the solution of that problem”. It is generally grounded in systematic and scientific methodology and is highly pragmatic in nature.

Qualitative research is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences to investigate the why and how of decision making, not just what, where, and when. Hence, smaller but focused samples are more often used than large samples.

Guided Answers of Lesson 3.2 There are general 3 components to be concerned in doing Qualitative Research as follow; 1) Qualitative Method and Data Collection, 2) Sampling Methods in Qualitative Research, and 3) Ethics Concerns in doing Qualitative Research

Guided Answers of Lesson 3.3 Qualitative analysis is an analysis that based on unquantifiable information, such as quality of life, self –esteem, sustainable development, and ICT literacy, etc.

Qualitative analysis contrasts with quantitative analysis, which focuses on numbers that is normally found as table, graph, percentage, etc. Most of the Qualitative analysis Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 25

17703 Paradigm and Communication Arts Research

is more concerns about social and experiential realm rather than the mathematical one.

Guided Answers of Lesson 3.4 From the Qualitative research as the Case study, what you have learned from the case study, and how will you apply into your own Qualititative research design.

Please explain by using all knowledge which you gain from Module 3.

26 l S c ho o l of Co m m u ni c ati o n A rt s

Module 3 Research Methodology: Qualitative Research l Study Guide

Su k h ot h ai T h a m m a thi r a t O p e n U ni v er si ty l 27