DATA COLLECTION

 

• Introduction
• Qualitiative Methods
  • Focus Groups
  • Content Analysis
  • Participant Observation
• Exercises
• For Further Study

 

 

Introduction

 

This topic briefly describes three additional approaches to data collection sometimes used in the study of politics: focus groups; content analysis; and participant observation.

 

Focus Groups

 

Focus groups and surveys have some similarities, and are often used by the same researchers.  They are, however, quite different and it is important not to confuse them.

 

The following table contrasts a typical survey with a typical focus group:

 

SURVEY 1,000-1,500 respondents, each interviewed separately random sample highly structured, mostly closed-ended, questionnaire designed to test specific hypotheses quantitative analysis of data

FOCUS GROUP 6-10 participants, interviewed together group members share similar relevant characteristics loosely structured, open-ended discussion designed to explore ideas/generate hypotheses qualitative analysis of data

 

 

Surveys and focus groups are often used in combination.  For example, before a survey questionnaire is put together, researchers may conduct a series of focus groups with different types of people (even though each group will have share one or more relevant characteristics, e.g., being first-time voters).  A discussion will then be held to get a better sense of what issues are of greatest concern to participants, how they react to certain words or concepts, or how they perceive different candidates, parties, etc.  Having conducted a number of focus groups, researchers may be better able to know which questions to include in a survey, and how best to word them.  Avoid the temptation to treat focus groups as a less expensive alternative to surveys.

 

 

Content Analysis

 

The study of documents of one sort or another has long been important in political research.  Content analysis attempts to make such study more rigorous.  An example is the Kansas Events Data Study (KEDS) at the University of Kansas.  Researchers have developed software to read, code, and analyze extensive electronic document collections (e.g., the Reuters wire service reports) in order to study patterns of interaction between nations.  Their hope is that understanding these interactions better might help avoid international conflict.

 

 

Participant Observation

 

This approach was originally developed by anthropologists such as Margaret Mead.  These researchers sought to understand cultures (in Mead’s case, those of tribal societies in the South Pacific) by immersing themselves in those cultures as fully as possible over extended periods of time.  An example of participant observation in contemporary political science is the work of Richard Fenno, who has studied members of congress by following them around on their visits to their states and districts, “soaking and poking” (in Fenno’s words), and trying to blend in with the members’ environments.  Such research is, by its nature, largely qualitative, and better suited to generating than to testing hypotheses.

 For Further Study

 Focus Groups:

 

Losh, Susan Carol, “Focus Group Basics,” http://edf5481-01.fa02.fsu.edu/Guide6.html.

Luntz, Frank I., “Focus Groups in American Politics,” PollingReport.com. http://www.pollingreport.com/focus.htm.

National Council on Public Polls, “MSNBC’s Questionable Republican Convention Polls,” http://www.ncpp.org/msnbc.htm.

Content Analysis:

 

Colorado State University, “Guide to Content Analysis,” http://writing.colostate.edu/references/research/content/index.cfm.