광고홍보학 교과과정으로서의 질적자료분석방법: 근거이론(Grounded Theory)과 주제분석(Thematic Analysis) 중심으로
Qualitative Research Methods for PR Undergraduate Education: Focusing on Grounded Theory and Thematic Analysis
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목적 본 연구의 목적은 홍보학 전공생들에게 적합한 질적자료분석방법이 무엇인지 살펴보고자 한 탐색적 연구이다. 방법 본 연구에서는 29명의 홍보학 전공자들을 대상으로 인터뷰 및 설문조사를 실시하여 근거이론(Grounded Theory) 과 주제분석방법(Thematic Analysis)을 각각 어떻게 생각하는지 살펴보았다. 결과 연구결과 참여자들은 질적연구 자체의 특징에서 흥미를 발견하였으며 실제 체험을 통해 연구자로 성장하였고, 연구를 진행하면서 연구 도구로서 객관성 유지의 중요성을 재차 확인한 것으로 나타났다. 하지만 질적연구 실습 은 처음이었기 때문에 낯설음에서 오는 막연한 두려움, 그리고 데이터 분석의 어려움을 느꼈다. 연구결과 참여자 들은 주제분석방법의 난이도가 낮다고 인식하였고 연구를 모두 마무리했을 때 성취감, 자신감을 느껴 전반적으로 연구방법에 대해 긍정적인 평가를 하였다. 질적연구방법의 교수법에 있어서는 질적연구방법을 실제 사용하게 함으로써 방법론에 대한 편견을 해소시키고 자율적 학습과 실전을 통해 질적연구자로 성장할 수 있는 기회를 제공하는 것이 중요한 것으로 나타났다. 또한 자신감 향상을 위해 쉬운 분석방법 위주의 지도와 반복적 연습의 중요성이 강조되었다. 결론 본 연구는 질적연구를 처음 접하는 홍보학 전공생들이 연구방법론을 배우면서 느꼈던 어려움을 근거로 향후 교수법 측면에 있어 질적방법론 수업에 적절한 내용, 구성, 비중 및 방법에 대한 방안을 제시한다.
Abstract
Objectives The purpose of this research is to examine which qualitative data analysis method would be more suitable for PR undergraduates and to suggest ways to teach qualitative research to undergraduate students. Methods The study conducted in-depth interviews and survey with 29 students who have learned either Grounded Theory or Thematic analysis methods in the research methods course. Results Findings show that participants found ways of conducting qualitative research interesting, and became qualitative research scholars in the process of applying specific methods. However, they felt conducting qualitative research was not easy because they were unfamiliar with the methodology and found the data analysis part particularly challenging. Students perceived Thematic analysis as less challenging than those who learned Grounded theory; and by learning the entire process of research, students earned a sense of accomplishment and confidence which lead to positive experiences in learning qualitative research methods. In terms of teaching qualitative research to undergraduate students, allowing students to practice various methods led to the elimination of prejudice against qualitative research and provided them an opportunity to grow as researchers. Moreover, the findings suggest teaching lesser challenging methods and focusing on repetitive analysis practice to boost confidence in research methods. Conclusions Based on the findings, the current study offers what needs to be focused on and the proportion of the course contents that would strengthen what students found most challenging. Implications and topics for future studies are also suggested.
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