A Qualitative Experiment
- 13 May 2012
- journal article
- research article
- Published by SAGE Publications in Journal of Mixed Methods Research
- Vol. 6 (4), 332-347
- https://doi.org/10.1177/1558689812444789
Abstract
This article presents a hybrid methodological technique that fuses elements of experimental design with qualitative strategies to explore mediated communication. Called the “qualitative experiment,” this strategy uses focus groups and in-depth interviews within randomized stimulus conditions typically associated with experimental research. This mixed methods research draws on the advantages of qualitative inquiry to better understand meaning construction and gain a more holistic reading of response differences between varied groupings of mediated content.Keywords
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