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ASSIGNMENT
Summer 2015
Bachelor of Journalism and Mass Communication– Semester 5
BJ0024 – Media Research- 4 credits
(60 marks)
Please note that all questions carry 10 Marks each. 10 Mark questions should be answered in approximately 400 words.
Answer the following questions:
- 1- Describe the ethical perspectives of media research. [10 Marks]
Answer: Media ethics is the subdivision of applied ethics dealing with the specific ethical principles and standards of media, including broadcast media, film, theatre, the arts, print media and the internet. The field covers many varied and highly controversial topics, ranging from war journalism to Benetton advertising.
The ethics of journalism is one of the most well-defined branches of media ethics, primarily because it is frequently taught in schools of journalism. Journalistic ethics tends to dominate media ethics, sometimes almost to the exclusion of other areas. Topics covered by journalism ethics include:
- 2- Differentiate between statistical methods of report writing and descriptive methods. [10 Marks]
Answer: To understand the simple difference between descriptive and inferential statistics, all you need to remember is that descriptive statistics summarize your current dataset and inferential statistics aim to draw conclusions about an additional population outside of your dataset.
When it comes to inferential statistics, there are generally two forms: estimation statistics and hypothesis testing.
- 3- What are the levels of measurement? Describe the various elements of measurement. [10 Marks]
Answer: Level of measurement (or scale of measure) is a classification that describes the nature of information within the numbers assigned to variables. The best known classification is that developed by the psychologist Stanley Smith Stevens, who proposed four levels, or scales, of measurement: nominal, ordinal, interval, and ratio. Other classifications include those by Chrisman and by Mosteller and Tukey. This framework of distinguishing levels of measurement originated in psychology and is widely criticized by scholars in other disciplines.
- 5- How is media research evaluation conducted. Describe the kinds of evaluation in detail. [10 Marks]
Answer: Evaluation has become a widespread activity, internationally, under that name since the 1960s, in a variety of contexts. Although we are focusing on education here, it is important to remember that evaluation models have been developed elsewhere, notably in the social sciences. It has been used to test the effectiveness of, for example, national and international programmes in agriculture or crime prevention, health improvement or transport policy. A postgraduate course in applied social science at Manchester University was introduced as follows:
- 6- Chart out a plan for conducting an online poll. The choice of topic is yours. [10 Marks]
Answer: Analyzing survey data is an important and exciting step in the survey process. It is the time that you may reveal important facts about your customers, uncover trends that you might not otherwise have known existed, or provide irrefutable facts to support your plans. By doing in-depth data comparisons, you can begin to identify relationships between various data that will help you understand more about your respondents, and guide you towards better decisions.
Survey Analysis: Analyzing any survey, web or
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