UNIVERSITY OF SOUTHERN MINDANAO

PART 3
Analyzing and Reporting
Research in Communication
and Media
 13. Research Discrimination Plan
Research Dissemination
the act of communicating, or making known, the
research results to other people.

• Different people and sectors to whom the research could be

disseminated:
Other researchers
Government and Non-Government agencies
Specific sectors of the population (youth, health workers,
media practitioners, etc.)
Insert Running Title 2
• Can be in written or non-written form
Written Form:
Policy briefs
White papers
Non-written Form:
Paper presentations
Video presentations
Press conferences
Media guesting

Insert Running Title 3

• Popularized reports or feature articles
• Commonly done at the completion of a research
project
• Researchers could get feedback and suggestions
• Not only an option but an obligation of
researchers

Insert Running Title 4

Research Dissemination Plan
a documented that contains details about what
research findings are to be disseminated and how
they are to be disseminated

• Enumerates strategies and tasks

• Plans for data processing and analysis are discussed

Insert Running Title 5

Benefits:

• Source of additional inputs

• Identify possible ethical and /or legal issues regarding the
public release of findings
• Proper estimation of cost and other resource requirements of
implementing the different dissemination activities
• Help future researchers for further improvement of the study

Insert Running Title 6

Research dissemination planning entails that you undertake
the following:
• Identify your objectives for the public dissemination of your research
findings.
• Identify the venue of the public dissemination of your research
findings.
• Identify the audience/s of your public dissemination.
• Identify the research findings to be shared.
• Identify the research dissemination material and/or format that fits
each of your dissemination objectives.

Insert Running Title 7

• Identify your dissemination partners.
• Specify the timeline (activities and corresponding schedules)
for each research dissemination objective.
• Determine the resources required for each research
dissemination objective.
• Assess your capability to acquire the resources needed for
your research dissemination undertakings.
• Revise your research dissemination objectives if needed.

Insert Running Title 8

Qualitative Data Analysis
processes and procedures that researchers
utilize to organize, identify and examine their
data and provide some level of explanation,
understanding or interpretation
is an iterative and reflexive process that begins
even as the data is being collected rather than
after data collection is finished

Insert Running Title 9

Guidelines in Qualitative Data Analysis
1. Make as many labels or codes as needed
2. You can make a coding sheet
3. Order similar or dissimilar categories into broader higher
order categories
4. Then, you use abstraction by formulating a general
description of the phenomenon under study: subcategories
with similar events and information are grouped together as
categories, and categories are grouped as main categories
5. During the reading process, you can also identify missing
analyzed information and continue data collection
Insert Running Title 10
Emic Approach
perspective obtained from within the community, culture or
social group being studied
approaches the data using the internal language and meanings of
a particular culture

Etic Approach
perspective from outside (or from the perspective of the
observer)
encompasses an internal view or a culture, language, meaning
associations and real- world events
Insert Running Title 11
Inductive approach
is not based on a structured or predetermined framework
thorough and time consuming approach to qualitative data
analysis

Deductive approach
analyzing data based on a structure predetermined by the
researcher
quick and easy approach to qualitative data analysis

Insert Running Title 12

 14.1.3. Source methods in qualitative data analysis

Qualitative data analysis

utilized for methods such as textual analysis,
ethnography, and case studies.

Other methods that uses qualitative data analysis:

• grounded theory
• narrative inquiry
• phenomenology
• and even indigenous methods such as Sikolohiyang Pilipino.

Insert Running Title 13

Textual analysis
generally, is a way for researchers to gather information
about how other human beings make sense of the world, as
well as understand the ways in which members of various
cultures and subcultures make sense of who they are.
a research methodology used to describe and interpret the
content, structure, and functions of the messages contained
in texts.

Insert Running Title 14

Ethnography
is distinguished by its focus on the culture of a group or society,
through immersion in that culture, to study everyday lives.
data collection is mainly done through participant observation, among
other methods.
researcher takes copious amounts of field notes.

Field notes can take many forms, such as:

detailed observations and general interpretations
reflections
summaries of recorder interviews
even sights, scents, and sounds.

Insert Running Title 15

Triangulation
• a type of qualitative cross-checking or collaboration procedure.
• greatly enhances the validity of qualitative findings.
• by combining theories, methods or observers in a research study,
can help ensure that fundamental biases arising from the use of a
single method or a single observer are overcome.

 In ethnography, all your data are expected to agree, or

converge, to support a conclusion. If the multiple sources of
data are in agreement, the findings are believed to be more
credible.

Insert Running Title 16

Case study
provides an interesting counterpoint to textual analysis and
ethnography, because it can employ mixed methods to
describe and understand phenomenon.
researches using the case study method inquire into their
topics using the accounts of people, the examination of
documents, and the use of the researcher’s personal
observations.

Insert Running Title 17

 14.1.4. Key principles in qualitative data analysis

Schutt’s Investigating the Social World (2009) offers valuable

insights to students who want to use qualitative techniques in
data collection and analysis. The major points are:
 
• A focus on meanings, cultures, interpretations, specific
situations, and behaviors
• The collection of many data on a few cases, rather than few
data on many cases
• Study in depth and detail, without predetermined categories
or directions, rather than emphasis on analyses and
categories determined in advance
Insert Running Title 18
• A conception of the researcher as an “instrument,” rather
than as the designer of objective instruments, to measure
particular variables
• Sensitivity to context, rather than in seeking universal
generalizations
• Attention to the impact of the researchers’ and others’ values
on the course of the analysis rather than presuming the
possibility of value-free inquiry, and
• Rich description of the world rather than the measurement of
specific variables.

Insert Running Title 19

14.1.5 Key considerations in qualitative data analysis

• Trustworthiness
• Auditing
• Authenticity and fairness
• Confirmability

Insert Running Title 20

Trustworthiness
refers to the degree of confidence in data, interpretation,
and methods used to ensure the quality of a study.
Some techniques to ensure trustworthiness :
• Data triangulation — using multiple sources of data
• Prolonged engagement in the community or study setting
• Member checking — consulting with study participants on
the accuracy and validity of the data and the study findings,
although for obvious reasons, this cannot be done in
artifact analysis.

Insert Running Title 21

Auditing
refers to the systematic review of the processes involved in the
researcher’s decisions or actions made in the course of the research
This is usually done a) to ensure that the research conforms with
accepted standards of quality in research or b) to validate the
accuracy of the results.
It is important that plans for an audit be addressed early in the
design of a project so that the process can be incorporated in the
manner that is most appropriate to each study.
Auditing of a qualitative study involves oversight and, at a
minimum, review of the conduct and/or the conclusions of the
study.
Insert Running Title 22
There are two general types of research audits:

a. Internal Audit— In an internal audit, the members of the

research team themselves provide a system of checks and
balances for each other.

b. External Audit— The external audit is a more formal and

systematic process, in which the researchers seek the
assistance of a person or people who are not connected,
and with no vested interest in, the research.

Insert Running Title 23

Authenticity and fairness
Authenticity in research requires students to reassure
the academic community that the study was conducted,
and the data analyzed, in a genuine and credible manner.
Fairness means that qualitative researchers need to
ensure that participants have equal access to the
research inquiry.

Insert Running Title 24

Confirmability
Confirmability is often equated with reliability and
objectivity in quantitative research.
Reliability and objectivity are measures of the accuracy of
the truth or meaning being expressed in the study.
Confirming, or verifying, the findings of a research
project is important.

Insert Running Title 25

Confirmability is an accurate means through which to verify
the two basic goals of qualitative research:
a) to understand a phenomenon from the perspective of the
research participants, and
b) to understand the meanings people give to their
experiences.

Ensuring trustworthiness, auditing, authenticity,

fairness, and confirmability are key requirements for
researchers to ensure rigor in their analysis of their data.

Insert Running Title 26

 14.2. The process of qualitative data analysis
Qualitative analysis is a non-linear process. However non-linear the
process maybe, almost all textbooks will have at least three major parts
that comprise qualitative analysis, namely:
a. Data management or data reduction,
refers to the process of selecting, focusing, simplifying, abstracting, and
transforming the data that appear in written up field notes or
transcriptions.
b. Description,
allows users (yourself included) to understand and track important
details of the work.
c. Interpretation
refers to the implementation of processes through which data is
reviewed for the purpose of arriving at an informed conclusion.

Insert Running Title 27