This dissertation makes use of both qualitative and quantitative research methods and is firmly based within both of the two approaches. Although there has been some debate over their benefits and pitfalls within the social sciences and humanities, this particular dissertation uses both approaches when appropriate. Stokes (2003: 2 – 4) makes note of some of the contrasting attitudes and criticisms made towards the two research categories.
Depending on which paradigm is favoured, qualitative methods are believed to lack objectivity whilst quantitative methods are criticised for being too pedantic and clumsy;
providing very little noteworthy insight. It is made apparent that stereotypical notions of what each methodological approach entails exist and that they are usually divided into distinctive categories. The mind-sets of the different schools of thought are elaborated upon in the forthcoming passages dedicated to the understanding of qualitative and quantitative research.
Despite the differences in approach, researchers should subscribe to and use the methods that are best suited for their research – regardless of whether or not they are considered
‘qualitative’ or ‘quantitative’. A well designed methodology will utilise tools that determine the best and most applicable research results (Stokes, 2003: 18 – 20).
4.3.1 Qualitative research
The qualitative research paradigm is one that is primarily concerned with the exploration of meaning and interpretation (Stokes, 2003: 2 – 4). Through the use of qualitative methods,
97 such as in-depth interviews, media researchers attempt to understand how members of their sample audience relate to and understand certain elements of media and cultural texts (Stokes, 2003: 2 – 4; Bertrand and Hughes, 2005: 85 - 106). “Qualitative research is based on the interpretation of the world according to concepts which are typically not given numerical values, such as ethnomethodology or certain kinds of interview” (Stokes, 2003: 18).
Qualitative research enables scholars the opportunity to gain a deep insight into the beliefs and attitudes of their sample audience (Gunter, 2000: 22 – 54; Bertrand and Hughes, 2005: 85 - 106). The use of a qualitative research methodology is fundamental when operating under the premise of reception theory, as is the case (at times) in this dissertation. The complexities of reception theory were elaborated upon in Chapter Three of the dissertation and emphasise the role of interpretation in decoding media and cultural messages. Even though qualitative methods enable researchers to gather valuable information that is based on the beliefs and attitudes of their sample audience, many scholars, especially those who subscribe to a more quantitative approach, criticise the paradigm for lacking objectivity (Berger, 2000: 3 – 20;
Stokes, 2003: 2 – 4). “[S]cholars from the quantitative tradition find the rules of evidence employed by cultural studies researchers to be non-existent” (Stokes, 2003: 3). The methodology is seen to lack any rigour (Stokes, 2003: 2 – 4), which quantitative research, in contrast, is believed to exert. Qualitative data may lead to valuable insight into a specific area of study but it can be easily moulded to fit the needs of the researcher. Researchers may be tempted to read into or include only the collected data that fits their untested preconceptions (Priest, 1996: 181 – 194). When appropriate, this research makes use of quantitative methods to ensure balanced and informative data is collected.
4.3.2 Quantitative research
Quantitative research differs primarily from qualitative research in its approach to gathering and making sense of collected data. It seeks to understand elements of media and cultural studies through the analysis of statistical data and is generally associated with the American tradition of mass communication (Stokes, 2003: 2 – 4). As already alluded to, quantitative research is based on numerical information and is concerned with quantities and other forms of statistical data (Priest, 1996: 3 – 8; Gunter, 2000: 22 – 54; Bertrand and Hughes, 2005: 85 – 106). “A quantitative method is any kind of inquiry which uses numerical values, such as statistical research, certain kinds of survey research or any method which generates numbers”
(Stokes, 2003: 18). Such research results enable scholars the opportunity to understand
98 general audience patterns and consumer behaviour within media and cultural studies. This becomes important when attempting to understand a media company’s use of the audience whilst subscribing to a theoretical framework based on the political economy of the media.
Such data complements the theories relating to the audience as commodity, as discussed in Chapter Three of the dissertation. Common methods used when conducting quantitative research within the boundaries of media and cultural studies include: content analysis, survey research and various forms of archival research (Stokes, 2003: 2 – 4). This research paradigm has been criticised by those who are more intent on using qualitative methods as being far too concerned with numbers, avoiding elements of theoretical importance and being largely uncritical of collected data (Berger, 2000: 3 – 20; Stokes, 2003: 2 – 4). Despite these apparent shortcomings, quantitative research methods help in the development of this particular dissertation. The results of the SAARF analysis depict consumer preferences and regular patterns of the South African television audience. Such indications help in the identification of audience segmentation according to channels watched and broadcasting networks utilised.
A number of problems may be experienced when utilising quantitative research methods.
Although they may provide accurate statistical data, the information must be translated into academic prose and cannot be presented solely in their tabulated form. They need to be interpreted and discussed in relation to the research question (Bertrand and Hughes, 2005: 85 – 106). Errors made by the researcher at this juncture may lead to data that is not necessarily anymore reliable or valid than that obtained by qualitative measures.
Many researchers bridge the gap between the two research approaches and make use of both qualitative and quantitative methods when collecting data. The two approaches are both based on scientific methods and are equally rigorous in their attempts to access valid information (Priest, 1996: 3 – 8). The methods that are used in the research process should be determined by the theory applied to the research question. In some instances it may be beneficial to utilise both qualitative and quantitative methods in an attempt to access the information that best suits the research project. Very rarely does research undertaken in media and cultural studies exist without elements of both quantitative measurement and qualitative analysis (Stokes, 2003: 18 – 20). The chapter will now focus on the techniques used in the research process and elaborate upon the reasons for their selection and inclusion within the methodology.
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