Practical Research Methods for Media and Cultural Studies: by Maire Messenger Davies

By Maire Messenger Davies

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25 as some populist views might have it. Space and words are measurable; they can be counted (whether through column inches, or through the number of negative words as a proportion of all words) and, more importantly, they can be checked by another researcher to make sure that they have been counted accurately. ) If your unit of measurement has been chosen carefully (that is, if it is reliably measurable, as inches or emotive words are), then people who are able to count, regardless of their cultural or demographic background, will come up with the same answers as you do.

This is fine; the program will handle them with no problem. ’ and people came up with 206 different titles. They were coded 1–206. By asking the SPSS program to count how many of the values under variable/question 29 ‘favourite TV’ were labelled ‘1’ or ‘201’ or whatever, we could then check to see how many people had ‘voted’ for each title. Missing values What happens if someone does not answer one of the questions? You can’t leave the coding sheet blank, nor can you put ‘0’, because zero is a real numerical value which you may need; you need to tell the computer program that the answer to the question is ‘missing’ and this is usually done by putting in an ‘impossible’ number, such as 99, or 999.

For instance, you may well think that ‘religion’ will affect the way people answer questions about news from Northern Ireland or from Saudi Arabia, because Ireland and the Middle East are areas of religious conflict. If we take the student example we used in the last chapter, a researcher carrying out research into supposed journalistic bias in the reporting of Northern Ireland would be justified in thinking that the journalists’ religion could be relevant to their reporting. A question about religion therefore needs to be included in a questionnaire given to journalists.

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