Research Methods for Cultural Studies

80 anneke meyer
between groups, and can function to isolate certain factors and assess their
influence through comparisons across groups. The usefulness of break variables
depends on how interested the researcher is in (1) the role of a specific
variable, and (2) comparisons between different groups of consumers.
Moreover, it should be taken into account that intra-group heterogeneity can
help stimulate debates. Focus group researchers also have to decide whether to
use pre-existing groups, such as a football team. Market researchers have
expressed fears that this strategy ‘contaminates’ data and diminishes control
over break variables, resulting in diminished comparability. However, preexisting
groups have become increasingly popular in the social sciences, partly
because participants tend to feel comfortable in familiar company, which is conducive
to the production of data.
Any sample design raises the issue of access because researchers have to find
participants who are both suitable and willing to take part. The difficulties associated
with gaining access and consent depend on the nature of the research
topic, where it is more difficult to find participants for sensitive research topics,
as well as on the ‘nature’ of potential participants – for instance it is especially
difficult to access elites (Hornsby-Smith 1993). Much research into cultural
consumers tends to pose no particular access problems as the majority of consumers
are not part of elites, but in the case of controversial cultural texts, such
as child pornography, it may be very difficult to find people willing to identify
themselves as consumers. If research projects require participants with specialist
knowledge, sampling may be facilitated through contacting organised
specialist groups. In the case of the self-help literature project, the researcher
could contact suitable individuals via local support groups or websites.
Generally speaking, there are many possibilities of generating access because
sampling does not follow the systematic-random rule. Researchers can draw on
their own wider social networks, find respondents by putting up adverts, or
contact institutions and groups who are likely to include suitable participants,
such as using nurseries to contact parents. This strategy has the potential to
produce access to several participants at once, but dependence on gatekeepers
such as nursery managers may be a disadvantage. All the different access strat -
egies can be mixed as and when appropriate.
Doing it: Question Design, Interviewing and Moderating
Prior to interviews and focus groups, the researcher has to design an interview
guide and decide on the degree of structure. Interview styles are usually categorised
as structured (a list of set questions which must be covered), semistructured
(a list of topics to be covered, with some suggested questions) and
unstructured (a list of very few rough areas). The relevance of respective
advantages and disadvantages depends on the nature and aims of a research