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Chapter 4 explores different ways to engage in cultural research. It discusses qualitative, quantitative, and mixed methods approaches, including the advantages and disadvantages to particular methods. These methods include experiments, surveys, case studies, individual and focus group interviews, participant observation, naturalistic observation, and visual methods. It addresses conceptual and measurement equivalence, probability and nonprobability sampling, situation sampling, priming studies, and unpacking culture. It also examines concerns in cross-cultural survey research, including equivalence and translation issues, and response, moderacy, and acquiescence biases. This chapter includes a case study, Culture Across Disciplines box, chapter summary, key terms, a What Do Other Disciplines Do? section, thought-provoking questions, and class and experiential activities. |
