Introduction to Research Methods

These flashcards cover key concepts and definitions related to qualitative and quantitative research methods, including data collection techniques, analysis methods, and the importance of persuasive communication.

What is qualitative research?

Research that seeks to gain insight and depth on a topic.

What is quantitative research?

Research based on the systematic calculation of data.

What type of data does qualitative research produce?

Textual data, which includes words, audio, and video recordings.

What is an in-depth interview?

A type of interview that is open-ended and conversational, focusing on detailed exploration of a participant’s thoughts and experiences.

What is qualitative coding?

The process of analyzing collected interview data by identifying patterns, unusual responses, and common themes.

What is a focus group?

A moderated discussion involving a small group of people to gather opinions and beliefs about a product, service, or idea.

What are the three main purposes of a focus group?

To explore opinions, generate insights through group interaction, and understand diverse perspectives.

What is participant observation?

A qualitative research method where the researcher becomes actively involved in the social environment being studied.

What does ethnography aim to accomplish in research?

Understanding the social and cultural lives of individuals and communities through immersive fieldwork.

What is rhetorical analysis?

The analysis of how a message is constructed to influence its audience, focusing on how it's said and why it works.

What are the three types of persuasive appeals in rhetorical analysis?

Ethos, pathos, and logos.

What is ethos in persuasive communication?

Persuasion based on the communicator's credibility and authority.

What type of persuasion does pathos-based communication rely on?

Emotions.

What is logos-based communication?

Persuasion based on logic.

What are the three major components of qualitative data analysis?

Description, classification, and connection.

What is the difference between thin description and thick description?

Thin description summarizes known facts, while thick description provides context, intentions, and meanings.

What constitutes an account in qualitative research?

An intelligible, coherent, and valid summary of an event, including its causes and effects.