Chapter 6 talks about the methods that focus on understanding human behavior and experiences in natural settings rather than through statistical data. Using techniques like ethnography, focus groups, and case studies to better understand people and see the world through their lens. They collect data through observations, interviews, and analysis. Qualitative research is important as it allows you to uncover personal perspectives, and challenge assumptions.

The cartoon i chose showing two one way windows facing each other with the caption “When focus group researchers go head to head,” shows two groups of researchers having overlapping efforts to gather participant feedback on each other, making myself question as to who is observing who? This demonstrates the nature of qualitative research, where multiple teams or people may work at the same time to research similar themes. Surveys seem to be everywhere, from trying to understand customer satisfaction to getting an idea of the publics opinion on products, services, people, and ideas. Most of the time we don’t even realize we are being surveyed and are just contributing to a huge ad. Our interactions with media and advertising have turned into a natural aspect of modern life, shaping the world around how we feel about it.

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