CHAPTER 3

Methods

3.1 STUDY DESIGN METHODS

In order to capture respondents’ subjective explanations of their IEON behavior, we employed an explanatory mixed method design (Creswell and Clark, 2007), which uses qualitative data to build upon initial quantitative results. This design is suitable when the researcher uses quantitative participant characteristics to guide purposeful sampling for a qualitative phase.

We first used surveys to collect data on respondents’ general news reading behavior and their self-awareness regarding IEON. Quantitative data provided a general picture of news consumers’ online news reading behavior. To find people who read news online, we applied purposeful and convenience sampling (Lincoln and Guba, 1985) for this ...

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