Qualitative Research in Media Management and Economics

Authored by: C. Ann Hollifield , Amy Jo Coffey

Handbook of Media Management and Economics

Print publication date:  July  2005
Online publication date:  April  2006

Print ISBN: 9780805850031
eBook ISBN: 9781410615589
Adobe ISBN: 9781135611682


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Qualitative research refers to methods of inquiry that generate and interpret non-numerical data, with the goal of developing detailed, in-depth understanding of the subject of study. The distinction between qualitative and quantitative methods is, on the surface at least, one of measurement. Qualitative methods generate nominal or categorical data or, in other words, data that describe the subject of study without any type of numerical valuation. The use of qualitative methods in research has a long, rich history (Denzin & Lincoln, 2000; Vidich & Lyman, 2000), and today qualitative methods are widely employed in many academic disciplines including mass communication, business, and management.

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