Which is a qualitative research method that involves a detailed study of a particular cultural group?

Research methods are covered pages 18-23 of the syllabus.

• Quantitative and qualitative methods pp.18-19 (syllabus provides an excellent examination of quantitative/qualitative methods)
• Research methods p.20 (syllabus provides a brief overview)
• Ethical research p.21
• Process of research pp.22-23 (syllabus provides one page of detailed process and one page as a flow diagram)

​All this information is examinable in the HSC Exam.

Questionnaire

Questionnaire: A set of questions that can be closed-ended and/or open-ended that allows for the collection of information from a large sample or number of people. It is an impersonal instrument for collecting information and must, therefore, contain clear questions that have been worded as simply as possible to avoid any confusion or ambiguity. The questionnaire should be designed to fulfil a specific research objective; it should be brief and the sequence of questions should be logical. 
​Syllabus p.57

Questionnaire with closed-ended questions or rating scale questions where the findings can be counted and observed as statistics – the data collected can be quantified. 
Questionnaire with open-ended questions gathers opinions and therefore is qualitative in nature. 
Syllabus p.20

Content analysis

Content analysis is used in quantitative research to detect and count, and the data collected in this way can be quantified 
Content analysis as a qualitative method is used to analyse and interpret themes, words and images from documents, film, art, music and other cultural artefacts and media. After coding the responses, the researcher analyses, interprets and makes qualitative judgements about meanings of the content. 
​Syllabus p.20

Used to investigate and interpret the content of the mass media and historical documents in order to discover how particular issues are (or were) presented. At its most basic, content analysis is a statistical exercise that involves counting, categorising and interpreting words and images from documents, film, art, music and other cultural products and media in relation to an aspect or quality of social life. When used as a qualitative method, content analysis helps the researcher to understand social life through analysis and interpretation of words and images from documents, film, art, music and other cultural artefacts and media. 
​Syllabus p.52

EXAMPLE: As part of her PIP (Personal Interest Project), a student went through The Australian and Sydney Morning Herald newspapers every Saturday over several months to count words used to describe asylum seekers and government action related to preventing asylum seekers arriving by boat. One of the most fascinating findings she made was how the language became increasingly military in tone over these months. Eg "on-water operations".

TASK: Watch a TV show and keep a record of something related to the fundamental and/or additional concepts. For example:

• The number of males vs females in the show (gender)
• The number of indoor/outdoor, city/rural scenes (environment)
• The technologies used
• Displays of power by people in authority vs not in authority
• The number of references to other countries, noting which ones (globalisation)

Statistical analysis

Statistical analysis (data analysis): Examining data to interpret meaning, make generalisations and extrapolate trends. Often the data is in graphical form. Because data is expressed in the language of mathematics, they should be evaluated and interpreted by means of appropriate mathematical or statistical procedures. 
​Syllabus p.58

Statistical analysis can be done of your own research such as a quantitative questionnaire (primary research) or of statistics that have been compiled by someone else (Secondary research). A fantastic source of statistics is the Australian Bureau of Statistics.
Most students would have studied statistics in Maths. Here's the chance to use it! As a refresher READ Simple Statistical Analysis (Skills You Need).
One great use of data from other sources is to compare it to your own research. Another is to look at what has been done already before designing your own research.

Observation (non-participant and participant observation)

Observation: Involves watching and recording behaviours within a clearly defined area. 
Non-participant observation: The researcher observes the action taking place without actively engaging in it or interacting with the participants. The researcher draws meaning from what is being observed, rather than simply counting specific actions as in a quantitative observational study. Non-participant observation can be covert (participants not aware of the researcher) or overt (participants aware of the researcher and his or her purpose). A criticism of overt non-participant observation is that the very presence of the researcher alters the behaviours and interactions of those being observed (the Hawthorne effect). A criticism of covert research is that it raises ethical concerns. 
Participant observation: ​​The researcher is immersed in the action being observed and his or her role as researcher is not obvious. An example of participant observation occurs when the researcher joins a group in order to study it. Researchers using participant observation must be aware of the ethical implications of this method. 
Syllabus p.56

Interviews

An interview may be tightly structured, semi-structured, unstructured, in-depth or conversational. This method involves the researcher and the interviewee in a one-to-one situation and may be quite time consuming. The researcher may interview several people at different times using the same interview questions. 
​Syllabus p.54

Interview with open-ended questions is qualitative in nature. 
​Syllabus p.20

This is an interview with Katie Couric (a well known interviewer) giving some tip for how she conducts interviews:

​Before you begin an interview it is important to consider bias, reliability and validity so that your research is the most true and accurate it can be.

• Bias: prejudice, a strong inclination of the mind, or a preconceived opinion about something or someone. Purdue's Online Writing Lab advises on how to prepare questions without bias.
  
• Reliability: the degree to which an assessment tool, experiment, test, or any measuring procedure produces stable and consistent results or if it yields the same results on repeated trials.
  
• Validity: how well an experiment, test, or any measuring procedure actually measures what it says it is measuring.

Focus group

Focus group: A research method used to collect data from an in-depth planned discussion of a defined topic held by a small group of people brought together by a moderator. An interview schedule, time and place are organised. The recording of responses increases the success of this method. The techniques of conducting the focus group are similar to those of conducting an in-depth interview. However, the researcher needs to be able to manage the discussion. 
​Syllabus p.54

Mad Men was an American TV show set in the 1960s (later 1970s) about advertising companies. Focus groups for marketing purpose became popular back then and are still popular today.

Secondary research

Secondary research: The researcher collects and collates existing information or other people’s research on a topic to be investigated. This information is then synthesised as a whole by the researcher. Secondary research is a qualitative method because the researcher makes subjective judgements about what material is useful, and therefore used, for the purposes of the research. Secondary research information can be derived from formal reports, journals, newspapers, magazines and other publications. 
​Syllabus p.57

Personal reflection

Personal reflection is the use of, and evaluation of, personal experiences and values to demonstrate analysis and interpretation of data in the context of the research focus. 
​Syllabus p.20

HINT: It's best to write out a personal reflection on a particular topic and then refer to this written reflection in your research, instead of making reflections sounding vague and in the moment.

Case study

Case study involves the in-depth study of a cultural group, which can be any group of individuals who share a common social experience and/or location. Case study is considered a methodology when it combines two or more research methods, such as ‘observation, interview and documentary evidence’, to gather the data.
Syllabus p.20

The case study method involves the collection of data related to an individual or small group through one or more research methods – for example, observation, interviews and the collection of documentary evidence. Because case study can, and often does, include different methods to collect data, which are then combined with the purpose of illuminating the case from different angles, case study is considered as a methodology by many social researchers. 
Syllabus p.51

Ethical research

READ the syllabus (p.21) before investigating ethical research elsewhere. Remember the syllabus is gospel when it comes to the HSC Exam. Other information in this area (or any area really) is to deepen your knowledge upon the syllabus basis.

​READ the Principles of Ethics (University of Surrey).

Watch the following clips and assess the ethics of conducting these experiments.

Which qualitative research approach involves the study of the entire culture of a particular group?

What type of qualitative research is best for studying culture?

Which method of qualitative research is used to study socio cultural phenomenon of a community?

What are the 4 qualitative research methods?