Looking for methods: The development of focus groups and mass communication research

Author: (USA) Morrison / Ke Huixin / Wang Ning
Publisher:
Publish Date: 2004-10-01
Features: We often find methods dull or even utterly boring; in any book or article, the section on methodology is usually skimmed over by readers, who are more concerned with results and ready-to-use theories. This is a regrettable phenomenon, but it may stem from the way we teach and discuss methods—we always treat it as a technique or a set of procedures rather than a pursuit of truth. However, the language we use determines how we communicate with the world and describe it. On the other hand, methodology is the foundation of the techniques we use to articulate things, and thus it is not merely technical: it is the language of research work, succinctly explaining how we conduct our studies. This is a unique perspective and a valuable book for aspiring scholars in mass communication research, worth reading for its insightful contributions. It seems we have not yet seen a work as comprehensive as this, which thoroughly elaborates on the development of focus group methodology in the context of methodological debates, and discusses the relationship between quantitative and qualitative research, as well as the selection of research methods, from the height of pursuing truth rather than from a technical or procedural standpoint. We should learn well from the experiences, lessons, and insights of predecessors and avoid repeating mistakes. How can communication research innovate? Perhaps this book will offer us some inspiration?