Research Methods Lab Workshop

To undertake a simple content analysis of advertisements contained in a mass media product. These are the 6 questions elow that needs to be followed in order to answer a worksheet that i will be attaching. I need someone with Qualitative and Quantitative knowledge so the task would be simple for them and can be completed in a day or two. 1. Develop a research question appropriate for methods of qualitative inquiry. The question should be able to be addressed by the analysis of specific advertisements contained within a specific media product. For example, you might choose food (obesity), Cars (speed-related fatalities), shampoo or cosmetics (gender stereotypes), alcohol (problem drinking) or banks (capitalism). 2. Select your units of analysis (e.g., words, phrases, images, body language) and sample (e.g., magazine, newspaper, television adverts). The sample should be appropriate given your research question: don’t scour car magazines for food advertisements! 3. Develop a simple coding manual. For this part you might want to reference your media source to get some ideas. So, for example, you might be interested in tallying certain types of words (e.g., low-fat), or the characteristics of those in the advertisements (e.g., gender / age / race / SES), or classes of your chosen product (e.g., food types or car types). For each advert a general description/summary paragraph should be included (who were the players and what were their characteristics / what happened where / how is the product being sold?). For example, are women being portrayed as sex objects or in family-orientated roles, while males are seen as in-control, aggressive and career-orientated? Are fast food eaters portrayed as young and healthy? 4. Using editions not otherwise used to develop your coding manual, code your advertisements for your selected topic (e.g., food). Aim for ten unique adverts. When coding be sure to also include a brief description (3-4 sentences) of each advert. 5. Undertake a quantitative analysis by tabulating frequencies. For example, if looking at food, how often was the word “low-fat” mentioned, or what types of food were presented? 6. Conduct a thematic analysis by examining the frequencies and descriptions in your code book, and identifying underlying themes. Two-to-three themes should suffice (no more).