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EARTH WRITE Page 10
According to Flick ( 1991), triangulation serves to clarify meaning by identifying different
ways a phenomenon can be viewed Huberman and Miles ( 1994) conclude that researchers can
collect and double check their findings by using multiple sources and modes of evidence.
Triangulation is where both quantitative and qualitative methods merge. Using triangulation helps
researchers ward off bias, check the viability of patterns and check conclusions.
This method is particularly pertinent to this project, because we, as evaluators, came in
midway through the project and after much of the information was lost or incomplete. Therefore,
we used 1) content and discourse analysis to evaluate the contest entries; 2) discourse and
content analysis to evaluate the visual and audio media tapes; 3) personal interviews with school
principals, contest winners, farmers taking part in vignettes, personnel from AAFRD, Farm
Safety Program, and the Rural Development Division, personnel from the media outlets of CFRN,
CFCW, CISA/ RDTV, CJXX; 4) questionnaires administered to public relations students at Grant
MacEwan Community College ( GMCC) and marketing students at Northern Alberta Institute of
Technology ( NAIT), 5) quantitative analysis of media logs that were available from AWI until
the end of December, 1998 ( the data is incomplete because not all invoices had been forwarded
from the project manager to AWI for payment and contest entries.
3. Analysis of Television Media Campaigns
3.1 Analysis of Media Logs - CFRN, CISA/ RDTV
For comparative purposes the media logs for CFRN, CISA and RDTV are shown. The
total number of advertisements aired for all stations was 756 ( Figure 1). From the media logs,
we were able to determine the percentage of advertisements aired by month, by day, by hour of
the day and cost.
All three media stations aired approximately the same number of advertisements ( Figure
1) However, significant differences occurred in month, time aired and cost. CFRN aired all of
the advertisements during the months of May, June and September as requested by Alberta
Agriculture Food and Rural Development, Farm Safety Manager. CISA and RDTV aired the
advertisements over a longer period: April thru October. ( Figure 2)
All stations aired the advertisements evenly throughout the week; however, CISA and
RDTV placed a significant number of advertisements on the weekend ( Saturday and Sunday).
CISA had more advertisements aired during weekend slots and these advertisements were
predominately " in- kind" contributions. ( Figure 3) The three stations attempted to target peak
viewing hours ( Figure 4): early morning ( 5: 00- 9: 00 hrs), early evening ( 17: 00- 19: 59 hrs); late
evening, ( 22: 00- 23: 59 hrs).
CFRN was the only station placing a substantive number of advertisements during the
early morning hours ( 0: 00 to 4: 59 hrs ) From the media logs, we could determine programming
Object Description
| Rating | |
| Title | Project Report "A Safe Farm, is a Great Place to Grow" |
| Subject | Farm Safety; Agriculture |
| Description | Farm Safety Project Report |
| Language | en |
| Format | application/pdf |
| Type | text |
| Source | Alberta Women's Institutes |
| Identifier | awi0811096 |
| Date | 1999 |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
Description
| Title | Page 21 |
| Format | application/pdf |
| Source | AWI Collection |
| Collection | Alberta Women's Institutes - Collective Memory |
| Repository | AU Digital Library |
| Copyright | For Private Study and Research Use Only |
| Transcript | EARTH WRITE Page 10 According to Flick ( 1991), triangulation serves to clarify meaning by identifying different ways a phenomenon can be viewed Huberman and Miles ( 1994) conclude that researchers can collect and double check their findings by using multiple sources and modes of evidence. Triangulation is where both quantitative and qualitative methods merge. Using triangulation helps researchers ward off bias, check the viability of patterns and check conclusions. This method is particularly pertinent to this project, because we, as evaluators, came in midway through the project and after much of the information was lost or incomplete. Therefore, we used 1) content and discourse analysis to evaluate the contest entries; 2) discourse and content analysis to evaluate the visual and audio media tapes; 3) personal interviews with school principals, contest winners, farmers taking part in vignettes, personnel from AAFRD, Farm Safety Program, and the Rural Development Division, personnel from the media outlets of CFRN, CFCW, CISA/ RDTV, CJXX; 4) questionnaires administered to public relations students at Grant MacEwan Community College ( GMCC) and marketing students at Northern Alberta Institute of Technology ( NAIT), 5) quantitative analysis of media logs that were available from AWI until the end of December, 1998 ( the data is incomplete because not all invoices had been forwarded from the project manager to AWI for payment and contest entries. 3. Analysis of Television Media Campaigns 3.1 Analysis of Media Logs - CFRN, CISA/ RDTV For comparative purposes the media logs for CFRN, CISA and RDTV are shown. The total number of advertisements aired for all stations was 756 ( Figure 1). From the media logs, we were able to determine the percentage of advertisements aired by month, by day, by hour of the day and cost. All three media stations aired approximately the same number of advertisements ( Figure 1) However, significant differences occurred in month, time aired and cost. CFRN aired all of the advertisements during the months of May, June and September as requested by Alberta Agriculture Food and Rural Development, Farm Safety Manager. CISA and RDTV aired the advertisements over a longer period: April thru October. ( Figure 2) All stations aired the advertisements evenly throughout the week; however, CISA and RDTV placed a significant number of advertisements on the weekend ( Saturday and Sunday). CISA had more advertisements aired during weekend slots and these advertisements were predominately " in- kind" contributions. ( Figure 3) The three stations attempted to target peak viewing hours ( Figure 4): early morning ( 5: 00- 9: 00 hrs), early evening ( 17: 00- 19: 59 hrs); late evening, ( 22: 00- 23: 59 hrs). CFRN was the only station placing a substantive number of advertisements during the early morning hours ( 0: 00 to 4: 59 hrs ) From the media logs, we could determine programming |
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