Social Research Methods: Qualitative and Quantitative Approaches

Nonreactive Research
Content Analysis
Existing Statistics/Documents
Secondary Analysis of Survey Data

Issues of Inference and Theory Testing

Ethical Concerns

Conclusion

Nonreactive Research and

Secondary Analysis

There are a number of research conditions in which the sole use of the interview

or questionnaire leaves unanswerable rival explanations. The purpose of those

less popular measurement classes emphasized here is to bolster these weak spots

and provide intelligence to evaluate threats to validity. The payout for using

these measures is high, but the approach is more demanding of the investigator.

—Eugene Webb et al.,Nonreactive Measures in the Social Sciences,pp. 315–316

Behm-Morawitz and Mastro (2008) explored media exposure on young adults, particu-

larly a “mean girls” trend. “Mean girls,” based on a 2004 movie, are teen females who

obtain rewards and feel pleasure by being socially aggressive. The authors searched the

Internet to identify ninety U.S. teen films released between 1995 and 2005. A teen film

stars teen characters and is marketed to a teen audience. From the ninety, they picked the

twenty with the highest box office sales. The authors trained three coders for 48 hours on

teen films outside the sample. Coders learned to identify primary and secondary charac-

ters, socially cooperative behavior (help a friend, resolve conflict), socially aggressive

behavior (humiliating others, excluding others), and positive or negative consequences of

the behaviors. In data collection, the coders found 139 primary or secondary characters,

most (87%) ages 15 to 18, in the twenty films. Slightly more than one-half (55%) were

female. Coders identified 337 incidents of socially aggressive behavior and 534 incidents

of socially cooperative behavior. In a statistical analysis of the data, the authors found in

the films that “both males and females were more often rewarded than punished for engag-

ing in social aggression with females significantly more likely to be rewarded” (p. 136).

The authors next conducted a survey of 136 college undergraduates (19–20 years old).

They found that the undergraduates who watched the most teen movies and who most

identified with teen movie characters were more likely to believe that social aggression

is rewarded by increased popularity with peers.