BCR TUTORIAL WEEK 8 (LECTURE NOTES 5,6,7)

TUTORIAL WEEK 8
FIC0154 BASIC COMM RESEARCH
Reference materials: 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.

Question 2-Levels of Measurement for variables
(we measure different kinds of variables because we want to know whether the variables can get the conclusion, example, statistic, number..)
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.

1. Ethnic background of the employees in ABC company.
   Malay, Indian, Chinese, Iban (nominal)
2. 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)
3. Attitude of a person towards censorship of sexual content on the Internet, measured on a Likert Scale.
   Strongly Like, Like, Neutral, Dislike, Strongly Dislike (Interval)
4. Number of hours a person watches TV in a week.
   7,8,9,10...(ratio)
5. Education level of a Malaysian working in the media industry
   UPSR, PMR, SPM, Diploma, Degree (Ordinal)
6. Duration of TV ads measured by seconds [Teacher's extra question]
   10s, 20s, 30s, 40s...(ratio)

Posted by GraceYong XinYi (0309984)