Keyton: Communication Research, 5e IM–1
Chapter 14
Introduction to Qualitative Research
Activity: Developing Research Purpose Statements and Research Questions
Qualitative research can appear to be less definitive than quantitative research, and in some cases it is. At
the same time, a researcher can waste valuable time and resources in the field without knowing why he
or she is there. Developing a research purpose statement and a corresponding research question can help
guide the researcher in the field to complete the study that he or she intended to conduct. Use the
following steps to guide students through this process:
2. Now write as many research questions as possible that can be supported by your purpose statement.
4. Underline the variables in each research question.
6. Does your research purpose statement reflect all of the underlined variables?
a. If yes, rewrite your research purpose statement as concisely as possible.
b. If no, rewrite your research purpose statement to reflect all of the underlined variables.
Activity: Generating Ideas for Qualitative Research
Ask students to develop a list of communication activities that characterize their daily routines, starting
with waking up and finishing with going to bed. Identify what students listed as routine and then compare
Additional Resources
Schuwerk , T. J., & Grahama L. (2017). Teaching qualitative research methods using Undercover Boss.
Communication Teacher, 31, 11-15. doi:10.1080/17404622.2016.1244345
Keyton: Communication Research, 5e IM–2
Qualitative Research Reports in Communication
As a reminder, the Eastern Communication Association publishes Qualitative Research Reports in
Communication. I find it a great resource of qualitative communication studies that students can imagine
Keyton: Communication Research, 5e IM–3
Worksheet—Qualitative Communication Research
Select one of the studies cited in the chapter. Use that journal article to answer the questions on this
worksheet. Attach a copy of the article to the completed worksheet.
1. Describe the communication environment studied, the way in which research participants were natural
actors in that environment, and the communication consequences of the participants’ interactions.
2. What was the research purpose of this study? If the author included research questions, write these
3. What theories, previous findings, or information about the interaction context did the author reference
as a prelude to the study?
4. What specific research method(s) did the author use? Identify the specific observations, or data, gained
5. What theories, findings, or information about the interaction context resulted from the conclusions of
the study?
6. Briefly describe the weaknesses or limitations you believe exist in this study.
Web Resources
For a list of Internet resources, visit https://www.joannkeyton.com/research-methods