硕士assignment：数字音乐盗版现象的质性研究
Reflection反射
采用焦点小组和深入访谈，同时采购参与者的看法相当深刻的认识，在这个意义上真正的意见可能被隐藏在其他参与者和研究者的出现未免有些偏颇。如果这项研究被重复，，民族志可以采取以在网络环境下，他们的看法可能更准确地传达没有其他人的潜在影响存在更加自然观察的参与者。其次，筛选问题，受试者招募未能产生负面谁对非法下载感受到参与者同质组。已经取得的研究这样一个小组，从大多数与会者谁承认可能已经从非下载者的观点相比，非法下载的看法。此外，后续定量调查可以从调查结果被设计为进一步研究青壮年“的数字化音乐现象的看法。
Using focus groups and in-depth interviews, whilst procuring a reasonably deep understanding of participants’ perceptions, was somewhat biased in the sense that real opinions may have been concealed in the presence of other participants and the researcher. If the study were to be repeated, ethnography could be undertaken to more naturally observe participants in an online environment, where their perceptions might be conveyed more accurately without the potentially influencing presence of other people. Secondly, the screening question and participant recruitment failed to produce a homogeneous group of participants who felt negatively towards illegal downloading. Had such a group been acquired for research, the perceptions from the majority of participants who admitted to illegally downloading could have been compared with viewpoints from non-downloaders. Furthermore, a follow up quantitative survey could be designed from the findings to further research young adults’ perceptions of the digitalized music phenomenon.
The quality of the data was ensured in a number of ways. Firstly, the interpretation of data was validated by the co-researcher. Secondly, a member check was employed, where a summary of findings was given to the two participants from the in-depth interviews for them to analyse. Both participants replied saying that they recognised their own experience within the findings, and also that they felt the interpretation of their comments had been both accurate and valid. However, member checks were not conducted for the focus groups, a limitation meaning that the level of quality attributable to the data was not as high as if it had been verified by all participants. To overcome this limitation, however, research findings were synthesised with the background literature wherever possible.
Contents Page目录
Research Objectives...........................................................................................4
Evaluation of Research Design
1. Research Paradigm................................................................................5
2. Data Collection Methods.........................................................................6
3. Sampling.................................................................................................6
4. Research Procedure...............................................................................7
5. Ethical Concerns.....................................................................................8
6. Data Analysis..........................................................................................9
Research Findings and Discussion..................................................................10
Conclusions and Recommendations................................................................23
Reflection.............................................................................................................24
Bibliography........................................................................................................26
List of Tables
Table 1: Opinions of a Range of Artists.................................................................14
List of Appendices
1. Focus Group Guide.................................................................................27
2. Consent Form..........................................................................................31
3. Screening Question e-mail......................................................................33
4. Transcript of Focus Group 2....................................................................34
5. Transcript of Emma’s In-depth Interview.................................................58
6. Projective Technique Number 1: Drawing...............................................75
7. Projective Technique Number 2: Sentence Completion..........................77
8. Thematic Memo.......................................................................................78
9. Evidence of Member Checking................................................................79
Bibliography注解
• Butler. P. (1994) ‘Marketing Problems: From Analysis to Decision’, Marketing Intelligence and Planning, 12 (2): pp. 4 – 12.
• Kinnally, W., Lacayo, A., McClung, S. &Sapolsky, B. (2008) ‘Getting up on the download: college students’ motivations for acquiring music via the web’, New Media Society, 10 (6): pp. 893 – 913.
• LaRose, R. Ju Lai, Y., Lange, R., Love, B., &Wu, Y. (2006) ‘Sharing or Piracy? An Exploration of Downloading Behaviour’, Journal of Computer-Mediated Communication, 11 (1): pp. 1 – 21.
• Levin, A., Dato-on, M.C., & Rhee, K. (2004) ‘Money for Nothing and Hits for Free: The Ethics of Downloading Music from Peer-To-Peer Web Sites’, Journal of Marketing Theory and Practice, 12 (1): pp. 48 – 60.
• Malhorta, N., Birks, D., & Wills, P. (2012) Marketing Research: An Applied Approach 4th ed., Pearson: Harlow.
• Ouellet, J. (2007) ‘The Purchase Versus the Illegal Download of Music by Consumers: The Influence of Consumer Response towards the Artist and Music’, Canadian Journal of Administrative Sciences, 24 (2): pp. 107 – 119
• Robertson, K., McNeill, L., & Green, J. (2012) ‘Illegal Downloading, Ethical Concern, and Illegal Behaviour’, Journal of Business Ethics, 108 (2): pp. 215 – 227.
• Scott, D. & Morrison, M., (2006) Key Ideas in Educational Research, Antony Rowe Ltd: Wiltshire.
• Sobh, R. & Perry, C. (2006) ‘Research design and data analysis in realism research’, European Journal of Marketing, 40 (11): pp. 1194 – 1209.
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