LOYOLA COLLEGE (AUTONOMOUS), CHENNAI – 600 034
M.Sc. DEGREE EXAMINATION – VISUAL COMMUNICATION
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THIRD SEMESTER – April 2009
VC 3875 – QUANTITATIVE MEDIA RESEARCH TOOLS
Date & Time: 27/04/2009 / 9:00 – 12:00 Dept. No. Max. : 100 Marks
PART – A
ANSWER ANY FIVE OF FOLLOWING QUESTIONS IN 50 WORDS EACH.
(5X4=20 Marks)
- Differentiate an independent variable from a dependent variable
- What do you call the didactic narrator in media content analysis?
- How would you explain the concept of central tendency?
- Write a brief note on the concept of hypothesis.
- What is ‘media of the first degree’?
- What should one do to validate any data in media research?
- What are the ways in which sampling is helpful in data gathering?
PART – B
ANSWER ANY FIVE OF THE FOLLOWING IN 200 WORDS EACH.
(5X8=40 MARKS)
- Explain the five purposes of content analysis.
- What do we mean by grounded theory?
- Explicate the differences between code-based analysis and case-based analysis.
- What are the forms of inference and how do they form an analysis of data?
- ‘Thick description’. Elaborate the concept explaining the ways of analyzing data.
- Give your critique of the standard procedure of testing hypotheses.
- Analytically discuss the basic differences between qualitative and quantitative research methods in media research.
PART – C
ANSWER ANY TWO OF THE FOLLOWING IN 400 WORDS EACH.
(2X20= 40 MARKS)
- Write a detailed essay on Validity and Reliability.
- What are the six levels of data analysis and explain them by using an example of a media event.
- How do you measure media content by using quantitative methods?
