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Verbalised Images – An Investigation of Associations and Attitudes

Case
By: Melanie Connor Published: 2014 | Product: SAGE Research Methods Cases
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Abstract

In 2007, when I began my PhD study of public attitudes towards biotechnology in Switzerland, public perception of biotechnology had already been thoroughly investigated in other countries, for example, the United Kingdom and the United States. After thoroughly reviewing this literature, it became clear that a gap existed in the methods that had been used. This case study will critically analyse the use of different methods to study attitudes and perception and will include an example of the use of log-linear models and correspondence analysis. To investigate the relationship between gender, attitudes towards biotechnology and associations (images) people have when confronted with the term biotechnology, qualitative as well as quantitative research methods were employed. The free association technique was used to investigate spontaneous associations with ...

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