Tutorial Week 8

FIC 0154 Basic Comm Research ( 6th November 2012)

Reference Material : Lecture Notes 5,6,7 and relevant book chapters

Question 1 - Quantitative VS Qualitative Research

What are the differences between Qualitative Research and Quantitative Research? Briefly explain their respective characteristics.What are the examples of research methods used in qualitative research and quantitative research? List the advantages and disadvantages of each of these research methodologies.

Quantitative Research 

Qualitative Research

Question 2 – Levels of Measurement for Variables

Determine 4 possible attributes (examples) for each of the variables in the list below and then identify the level of measurement (nominal, ordinal, interval, or ratio) to which they belong.

 i.          Ethnic background of the employees in ABC Company.

Chinese, Malay, Indian, Kadazan = Nominal

ii.          Number of political articles that The Daily Nation newspaper covered on the upcoming elections in the last month.

0, 1, 2, 3, 4, 5 = Ratio

 iii.          Attitude of a person towards censorship of sexual content on the Internet, measured on a Likert Scale.

Strongly agree, agree, neutral, disagree, strongly disagree = Interval

iv.          Number of hours a person watches TV in a week.

5, 10, 15, 20 = Ratio

v.          Education level of a Malaysian working in the media industry.

UPSR, PMR, SPM, STPM = Ordinal 

vi.          Length of radio advertisement

10 secs, 15 secs, 30 secs, 45 secs = Ratio

Written by 

Darius Shu (0309847)