Unit 11: Interpretive.
51 What counts as data and how do you get it? (inanimate)
In this chapter, we get into how folks gather data in the communication discipline (and other like disciplines). Researchers get their info from all sorts of places—both living (like people) and non-living (like documents). They use interviews, observations, and focus groups to collect data, they gather information that is already existing (documents, songs, memes, etc.)
As an example, researchers are collecting student evaluations to see how persuasive attacks happen in academic settings. Thus, there are a diverse range of data collection strategies available to communication (and other!) researchers.
After this chapter you should be able to:
What counts as data and how do you get it?
Explaining Data Collection Methods (Part 1): Interpretive researchers use a variety of data collection methods to gather rich and nuanced information about communication phenomena. These methods often involve direct interaction with participants and a focus on capturing their perspectives and experiences. Some common methods include: interviews, focus groups, observation, and document analysis.
What is DATA?
Here are some examples of data that don’t require direct interaction with a human subject.
- Books
- Pictures
- Videotapes
- Paintings
- Web sites
- Organizational materials (employee manuals, PR releases, etc.)
- Advertising materials
- Transcripts of speeches
- Written conversations (e-mail, etc.)
- Letters
- Personal records
- Newspapers
- Magazines
- Audiotapes
- Films
What other examples can you think of? Hint – think about social media.
Here’s another one- Course evaluations! Examples of a call for participants I (docmc) saw in 2024:
Examples
CALL FOR PARTICIPANTS: Professors’ Student Evaluations Needed for Study on Persuasive Attack
Dear Professors:
We are conducting a research study on persuasive attacks in student evaluations of their professors and we need your help generating our sample. Although student evaluations are already anonymous, we will redact any information in the student comments that might reveal the professor or the class being evaluated. We believe this eliminates any risk of embarrassment to the professors or the students and will generate unique insights about the topics and strategies students use in particularly critical comments to their instructors. We recognize there may be some discomfort in asking you to relive some difficult evaluations from your past courses and hope you will feel that the benefits of this study (a better understanding of how students use attacks in evaluations) outweigh the negatives. All three of the researchers have experienced their own critical evaluations, so there is absolutely no negative judgment on our part. You may discontinue your participation at any time and we will remove your evaluations from our sample.
How did they collect this data?
- They put a call on CRTNET (newsletter for the National Communication Association)
- They asked people to email them the following:
- “Locate open-ended comments on any of your student evaluations that YOU perceive as an attack on you. You may also report evaluations from memory if you would like.”
- Note year if able.
- Redact private information or the researchers would do it for people.
- Of note: The Institutional Review Board (IRB) of their University reviewed thestudy for the protection of the rights of human subjects in research studies, in accordance with federal and state regulations.
What might one do with this type of data?
Document Analysis: Document analysis involves examining existing communication artifacts, such as texts, speeches, social media posts, or organizational documents. This method allows researchers to explore communication patterns and meanings embedded in written and visual materials. For example, a researcher studying the portrayal of gender in advertising might analyze a collection of print advertisements to identify patterns in language and imagery that reinforce or challenge gender stereotypes.