Quantitative vs. Qualitative Research

Reading Summary

In this excerpt from Bonnie Brennen their is a discussion between qualitative and quantitative methods when researching media. The beginning of the excerpt sets the stage for what qualitative research is and how it will be addressed within the text.

We then begin the next section with a description of what quantitative research is and what peoples view of it is. This is then contrasted with a description of what qualitative research is. Following these descriptions is a discussion on the use of symbols and how they change the way people experience reality. In much the same way, different qualitative methods can shape the uses implications that people take from research. Brennen then tells us that use of different methods increases the rigor of the research analysis and gives a better understanding.

The next section discusses the development of qualitative research. That in the the 20th century the dominating method of scientific study for mass communication was quantitative methods. However, some researchers believed that they did not have to copy natural sciences and its quantitative methods. That there was more depth to communication then what quantitative methods could uncover. Now in the 21st century qualitative methods are an integral part of in the media studies.

Chapter two introduces two ways in which communication can be understood; transmission view and ritual view. “Transmission view envisions communication as a process of sending, transmitting or delivering information in order to control others” (Brennen 13). Ritual view is the idea that “people share customs, beliefs, ideas and experiences” (Brennen 13). Brennen then gives examples of these concepts. This is then followed by a discussion of how important language is to all qualitative research.

Chapter eight introduces the topic of textual analysis. How it is all about language and how we use it. Following this is an explanation that understanding a text and what a text is, is pivotal for textual analysis. In the next section Brennen discusses the development of textual analysis and gives examples of the difference between quantitative and qualitative textual analysis. In the end of this chapter there is a discussion on what semiotics is and how it has influenced textual analysis.

Outside Example

When I was reading this excerpt from Brennen the first thing that came to mind was actually my major of Geoscience. In many of my geoscience classes we have had to do research, fieldwork, and observe and analyze samples in class. While much of this work is based on and has a foundation in quantitative research, there is a large part of qualitative aspects to it. An example of something we have done at trinity is looking at examples or pictures of sedimentary structures and interpreting what we see.

Reading Connection

How I believe that the reading and may example are connected can be explained with the sedimentary structures example. First, we have to observe and describe what we are seeing with the structures. This process can be somewhat subjective even if what you are basing your ideas on are objective facts. Then based on what you see you have to make interpretations. These interpretations are heavily based on what you saw or did not see in the structures. This qualitative view of the structure can heavily influence the results of the research.