methodology

Methodology
Upon deciding to analyze the role of the Northfield News as a forum for community discussion of commercial development, I first determined the time period that I would study. After some preliminary research, it seemed that 1970-2000 brought significant change to Northfield in terms of commercial development, and that strong opinions had been expressed both against and in support of projects taking place over this time span. I chose to approach the analysis of change over time through the use of three case studies: one from the 1970's, one from the 1980's, and one from the 1990's.


Specific cases studies were selected by various methods. I selected the first case study, expanded commercial development on Highway 3 with the construction of Southgate Mall in 1974-75, after reading about its impacts in a book entitled Continuum: Threads in the Community Fabric in Northfield. I selected the 1990's issue, the 1998-99 proposal for a Target store and the referendum to allow big-box development outside of the business district, after having moved to Northfield in 1999 when the issue was still under debate. The final case study was one I encountered while researching the Target/big-box development issue, learning that a similar referendum to rezone and allow commercial expansion along Highway 3 had taken place in 1986.

For each case study, I wanted to find all related news pieces in the Northfield News during a predetermined time period. For the Southgate study, I reviewed issues of the Northfield News from the time the project was proposed (Jan.1974) to shortly after its final approval (Jan. 1976). For the rezoning referendum study, I reviewed the news from the initial rezoning proposal (Jan. 1986) until shortly after the public referendum took place (Apr. 1986). Finally, I reviewed the Northfield News from the time it was decided to take the Target issue to a referendum (Aug. 1998) to shortly after that referendum (Apr. 1999).

I utilized the Northfield News archives at St. Olaf College, and reviewed every available issue within my three selected time periods. I recorded the dates and titles of all related news articles, letters to the editor, editorials, advertisements, opinion pieces, and political cartoons. For opinion pieces, letters to the editor, editorials, and advertisements, I recorded the stance taken as pro-development, anti-development, or neutral. I also took selected quotes from each case study that provided important information about the issue, pro-development arguments, or anti-development arguments.

	I utilized the Northfield News archives at St. Olaf College, and reviewed every available issue within my three selected time periods. I recorded the dates and titles of all related news articles, letters to the editor, editorials, advertisements, opinion pieces, and political cartoons. For opinion pieces, letters to the editor, editorials, and advertisements, I recorded the stance taken as pro-development, anti-development, or neutral. I also took selected quotes from each case study that provided important information about the issue, pro-development arguments, or anti-development arguments.

After reviewing the newspapers, I quantified the data I had gathered. I recorded statistics that would serve as bases for comparison between the case studies such as: average number of pertinent articles per issue of the Northfield News for each case study, and relative numbers of pro- versus anti-development opinions expressed. In comparing the data, I looked for changes in the quantity of commercial development coverage as well as changes in public opinion over time.

After reviewing the newspapers, I quantified the data I had gathered. I recorded statistics that would serve as bases for comparison between the case studies such as: average number of pertinent articles per issue of the Northfield News for each case study, and relative numbers of pro- versus anti-development opinions expressed. In comparing the data, I looked for changes in the quantity of commercial development coverage as well as changes in public opinion over time.

Finally, I completed my data analysis and drew conclusions. In doing so, I speculated about the reasons for changes over time in the saliency of commercial development issues and in collective public opinions. I formulated hypotheses regarding the future of commercial development in Northfield, and was able to evaluate the effectiveness of the Northfield News as a forum for community discussion of these issues.

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