Reflection反射

采用焦點(diǎn)小組和深入訪談，同時采購參與者的看法相當(dāng)深刻的認(rèn)識，在這個意義上真正的意見可能被隱藏在其他參與者和研究者的出現(xiàn)未免有些偏頗。如果這項(xiàng)研究被重復(fù)，，民族志可以采取以在網(wǎng)絡(luò)環(huán)境下，他們的看法可能更準(zhǔn)確地傳達(dá)沒有其他人的潛在影響存在更加自然觀察的參與者。其次，篩選問題，受試者招募未能產(chǎn)生負(fù)面誰對非法下載感受到參與者同質(zhì)組。已經(jīng)取得的研究這樣一個小組，從大多數(shù)與會者誰承認(rèn)可能已經(jīng)從非下載者的觀點(diǎn)相比，非法下載的看法。此外，后續(xù)定量調(diào)查可以從調(diào)查結(jié)果被設(shè)計為進(jìn)一步研究青壯年“的數(shù)字化音樂現(xiàn)象的看法。
Using focus groups and in-depth interviews, whilst procuring a reasonably deep understanding of participants’ perceptions, was somewhat biased in the sense that real opinions may have been concealed in the presence of other participants and the researcher.  If the study were to be repeated, ethnography could be undertaken to more naturally observe participants in an online environment, where their perceptions might be conveyed more accurately without the potentially influencing presence of other people. Secondly, the screening question and participant recruitment failed to produce a homogeneous group of participants who felt negatively towards illegal downloading. Had such a group been acquired for research, the perceptions from the majority of participants who admitted to illegally downloading could have been compared with viewpoints from non-downloaders.   Furthermore, a follow up quantitative survey could be designed from the findings to further research young adults’ perceptions of the digitalized music phenomenon. 

The quality of the data was ensured in a number of ways. Firstly, the interpretation of data was validated by the co-researcher. Secondly, a member check was employed, where a summary of findings was given to the two participants from the in-depth interviews for them to analyse. Both participants replied saying that they recognised their own experience within the findings, and also that they felt the interpretation of their comments had been both accurate and valid. However, member checks were not conducted for the focus groups, a limitation meaning that the level of quality attributable to the data was not as high as if it had been verified by all participants.  To overcome this limitation, however, research findings were synthesised with the background literature wherever possible. 

Contents Page目錄

Research Problems and Background Literature..............................................3
Research Objectives...........................................................................................4
Evaluation of Research Design
1. Research Paradigm................................................................................5
2. Data Collection Methods.........................................................................6
3. Sampling.................................................................................................6
4. Research Procedure...............................................................................7
5. Ethical Concerns.....................................................................................8
6. Data Analysis..........................................................................................9
Research Findings and Discussion..................................................................10
Conclusions and Recommendations................................................................23
Reflection.............................................................................................................24
Bibliography........................................................................................................26

List of Tables
Table 1: Opinions of a Range of Artists.................................................................14
List of Appendices
1. Focus Group Guide.................................................................................27
2. Consent Form..........................................................................................31
3. Screening Question e-mail......................................................................33
4. Transcript of Focus Group 2....................................................................34
5. Transcript of Emma’s In-depth Interview.................................................58
6. Projective Technique Number 1: Drawing...............................................75
7. Projective Technique Number 2: Sentence Completion..........................77
8. Thematic Memo.......................................................................................78
9. Evidence of Member Checking................................................................79

Bibliography注解

• Butler. P. (1994) ‘Marketing Problems: From Analysis to Decision’, Marketing Intelligence and Planning, 12 (2): pp. 4 – 12. 
• Kinnally, W., Lacayo, A., McClung, S. &Sapolsky, B. (2008) ‘Getting up on the download: college students’ motivations for acquiring music via the web’, New Media Society, 10 (6): pp. 893 – 913.
• LaRose, R. Ju Lai, Y., Lange, R., Love, B., &Wu, Y. (2006) ‘Sharing or Piracy? An Exploration of Downloading Behaviour’, Journal of Computer-Mediated Communication, 11 (1): pp. 1 – 21. 
• Levin, A., Dato-on, M.C., & Rhee, K. (2004) ‘Money for Nothing and Hits for Free: The Ethics of Downloading Music from Peer-To-Peer Web Sites’, Journal of Marketing Theory and Practice, 12 (1): pp. 48 – 60. 
• Malhorta, N., Birks, D., & Wills, P. (2012) Marketing Research: An Applied Approach 4th ed., Pearson: Harlow.
• Ouellet, J. (2007) ‘The Purchase Versus the Illegal Download of Music by Consumers: The Influence of Consumer Response towards the Artist and Music’, Canadian Journal of Administrative Sciences, 24 (2): pp. 107 – 119
• Robertson, K., McNeill, L., & Green, J. (2012) ‘Illegal Downloading, Ethical Concern, and Illegal Behaviour’, Journal of Business Ethics, 108 (2): pp. 215 – 227. 
• Scott, D. & Morrison, M., (2006) Key Ideas in Educational Research, Antony Rowe Ltd: Wiltshire. 
• Sobh, R. & Perry, C. (2006) ‘Research design and data analysis in realism research’, European Journal of Marketing, 40 (11): pp. 1194 – 1209.

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