Citation: Thurman, N. (2018). Mixed methods communication research: Combining qualitative and quantitative approaches in the study of online journalism. SAGE Research Methods Cases, doi: 10.4135/9781526428431 This is the accepted version of the paper.This version of the publication may differ from the final published version.
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AbstractThe purpose of this case is to introduce and evaluate the methods used during seven years of research into the form, production, and consumption of online news at national and local websites in the UK, the US, and Finland. The general methodological approach was inductive and exploratory, with the work based mainly on semi-structured research interviews with journalists and editors and on content analysis. Quantitative internet audience measurement, and observation and document analysis in the field were also used, although less frequently.Most of the work took a broad survey approach, although two in-depth case studies were also conducted. Forty per cent of the work included longitudinal data collection in order that the analyses could integrate evidence from across historical periods. As well as providing examples of how content analysis and interviewing can be operationalised, and quantitiative internet audience data can be used, this case demonstrates the value of mixed methods and longitudinal analysis in media research.
Learning OutcomesBy the end of this case students should be able to: Evaluate the strengths and weaknesses of semi-structured interviewing in the context of media research. Explain quantitative internet audience measurement. Describe how content analysis is adapting to the increased interactivity of media platforms. Recognise the benefits of mixed methods. Develop an understanding of the role of the researcher in the qualitative research process.This article has been accepted for publication in: SAGE Research Methods Cases. © Sage Publications.
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Case Study Project Overview and ContextThe case reflects on seven years of investigation into the production, consumption, and form of online journalism at times when the various manifestations of that medium were novel, often just a few years old. As a consequence, there was a relative paucity of studies when the work discussed here began. The research that did exist focused almost exclusively on the American experience of online news publishing (for example : Boczkowski, 2004;Brannon, 1999;Murrie, 2001;Singer, 2004;and Stepno, 2003). Empirical research into British online journalism was virtually non-existent. The main academic data service providers' collections had no relevant data sets and there was little published research. One of the only studies wasCottle and Ashton's (1999) 'From BBC Newsroom to BBC Newscentre', which, although touching on the practice of online news publishing, had, as its primary focus, how new communication technologies contribute to the transformation of broadcast news production.For these reasons an approach based exclusively on an established theoreti...