M.Sc. DEGREE EXAMINATION
– VISUAL COMM.
SUPPLEMENTARY EXAMINATION
– JUNE 2007
VC 3875 - QUANTITATIVE MEDIA RESEARCH TOOLS
Date & Time: 27/06/2007 / 9:00 - 12:00 Dept. No. Max. : 100 Marks
 Please read the questions carefully BEFORE you start answering them.
 The questions are set to evaluate your comprehension of the different theories, methods and methodology and your creative ability to apply them in media research.
 Reproduction of the class materials and pages from books will give you a low score. Instead, your sharp skill in critiquing the methods/methodology will be rated high.
PART A
Answer any FIVE questions in 100 words each: (5x4 = 20)
1.
What is unit of analysis?
2.
Write a short note on the two principal forms of quantitative research.
3.
Standard deviation is used in Qualitative Data analysis. Explain.
4.
What is the name of statistics that assumes calculation of variance and standard deviation and why is it used in media research?
5.
Define Multiple Regression Analysis.
6.
What is cluster sampling?
7.
Briefly describe the concept of SPSS.
PART B
Answer any FIVE questions in 350 words each: (5 x 7 = 35)
1.
Write a short note on the different audience research measurements.
2.
Explain the different forms of administering a questionnaire.
3.
What are the advantages and disadvantages of Mail questionnaire?
4.
What is Regression Formula and how is it used in media research?
5.
How do you differentiate research design from research proposal?
6.
Give an analysis of the two forms of data.
7.
What are the five purposes of content analysis?
PART C
Answer any THREE questions in 800 words each: (3 x 15= 45)
1.
What is the process of audience research? Give an example?
2.
How do you do a data analysis? Give an example.
3.
Write an essay on the main structure of a research design.
4.
What are the three prototypes of media and how do you distinguish between them?
5.
What are the basic concepts in Quantitative Research and give a descriptive account of each concept?
******************