Unobtrusive Methods of Social Research

1
Unobtrusive Methods of Social Research
A lecture by
Dr. Christopher Kollmeyer

• Sociology 3522
• 9 Feb. 2006

2
Reactive Measurement Effect(aka reactivity)

• A methodological problem often encountered in
  ethnography, controlled social experiments, and
  survey research
• Definition Researchs physical presence or
  knowledge of study distorts the subjects
  behavior.
• Example Research on sexual norms
• Lewontin, Richard. 1995. Sex, Lies, and Social
  Science. New York Review of Books Vol 42, N 7.

3
Overcoming the Reactive Effect

• Ethnography ? Habituation
• Survey research ? Control questions
• Unobtrusive Research Methods
• Content analysis

Or
4
Content Analysis

• General Definition
• Research technique that systematically
  transforms qualitative aspects of documents and
  texts into quantitative data.
• General Steps
• 1. Research questions 3. Sample Data 5. Analysis
• 2. Specific hypotheses 4. Coding 6. Conclusion

5
Content Analysis

• Examples in Media Research
• Warner, K and H Molotch. 1993. Information in
  the Marketplace Media Explanations of the '87
  Crash. Social Problems 40(2 )167-188.
• Kollmeyer, C. 2004. Corporate Interests How the
  News Media Portray the Economy. Social Problems
  51(3)432-452.

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Content Analysis

• Advantages
• Unobtrusive ? no reactive effect
• Transparent ? replication is possible
• Flexible ? time-section analysis possible,
  variety of sources
• Access elite groups