Original Research ARTICLE
A mixed-methods approach using self-report, observational time series data, and content analysis for process analysis of a media reception phenomenon
- 1Department of Media Psychology, University of Wuerzburg, Germany
Due to the complexity of research objects, theoretical concepts, and stimuli in media research, researchers in psychology and communications presumably need sophisticated measures beyond self-report scales to answer research questions on media use processes. The present study evaluates stimulus-dependent structure in spontaneous eye-blink behavior as an objective, corroborative measure for the media use phenomenon of spatial presence. To this end, a mixed methods approach is used in an experimental setting to collect, combine, analyze, and interpret data from standardized participant self-report, observation of participant behavior, and content analysis of the media stimulus. T-pattern detection is used to analyze stimulus-dependent blinking behavior, and this structural data is then contrasted with self-report data. The combined results show that behavioral indicators yield the predicted results, while self-report data shows unpredicted results that are not predicted by the underlying theory. The use of a mixed methods approach offered insights that support further theory development and theory testing beyond a traditional, mono-method experimental approach.
Keywords: presence, Measurement, Blinking, Structure, mixed methods
Received: 25 Apr 2019;
Accepted: 02 Jul 2019.
Edited by:Gudberg K. Jonsson, University of Iceland, Iceland
Reviewed by:Maurizio Casarrubea, University of Palermo, Italy
Marta Castañer, National Institute of Physical Education of Catalonia (INEFC), Spain
Hideyuki Kanematsu, National Institute of Technology, Suzuka College, Japan
Copyright: © 2019 Brill and Schwab. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Dr. Michael Brill, University of Wuerzburg, Department of Media Psychology, Würzburg, Germany, firstname.lastname@example.org