Nt1310 Unit 1 Assignment 2

PART A
QUESTION 1
a) Research
Definition - is an attempt to discover something.
There are two type of research which is:
1. Formal research
-Researcher follow highly define and exacting procedure.
-Eg-
2. Informal research
-Only few (or no) specific plans or steps.
- Eg-
There are several important elements of research such as, the concept and construct, variables, qualitative and quantitative research, nature of measurements, level of measurements, measurement scale, rating scale and also the reliability and validity.

b) i) Concepts
Definition
– is a term that express an abstract idea formed by generalizing from particulars and summarizing related observations.
Example
-researcher observe that a speaker become restless,
start to per-spire, and fidgets with a pencil just before giving speech. The researcher might summarize those observed patterns of behaviour and label them as “speech anxiety”.
The typical concept in mass media research include terms such as advertising effectiveness, message length, media usage and readability.
Two reason why concept is important,
1. Simplify the research process
They simplify the research process by combining particular characteristic, object, or people into general categories.
Eg- a researcher may study families that own computers, modems, MP3 players, cell phones and DVD or Blu-Ray machines. To make it easier to describe the families, the researcher calls than “Taffies” and categorize them under the concept of “technologically advance families.” Instead of describing each of the characteristic that make the families unique, the researcher has a general that is more inclusive and convenient to use.
2. Simplify communication
Concepts simplify communication to those who have shared understanding of them. Researchers use concepts to organize their observations into meaningful summaries and to transmit this information to others.
Eg - when teenagers use their word ‘emo’ to describe a person, most of their peers understand perfectly what is meant by the concept, although adult may not.

ii) Variables
Definition
-is a phenomena or event that can be manipulated.
Two types of variable,
1. Independent variable
Are systematically varied by the researcher.
Eg- influence from peer and family problem.
2. Dependent variable
Are observed, and their values are presumed to depend on the effects (influence) of the independent variable. What the researcher wants to explain.
Eg- (relate to eg 1) increase in social problems.

c) Reliability of measurement scale
A measure is reliable if it is consistently gives the same answer.
Reliability in measurement is the same with the reliability with other context.
Eg- reliable person= dependable, stable, and consistent over time. unreliable person= unpredictable, may act one way today an another tomorrow
Two components in reliability in measurement
1. Individual’s “true” score on the measuring instrument.
2. Random error.
True (46)
Error (4)
Measurement Instrument 1: obtained score= 50
True (30)
Error (20)
Measurement Instrument 2: obtained score= 50

Measurement in instrument 1- highly reliable because the ratio of the true component of the true component of the score to the total score is high.
Measurement in instrument 2- unreliable because the ratio of the true component to the total is low.

d) Nominal Scale
Basically a way of categorizing or grouping behavior, where the actual numbers are simply labels or identifiers.
Eg- You were interested in whether a particular display in a store was more effective in inducing males or females in purchasing the product. You could categorize your observations into two categories of 'look but fail to purchase' and 'look and purchase.' You could then assign a '1' to females and '2' to males and record your data in each category. Using '1' for females is completely arbitrary -- it's just an identifier. You could have used 'A,' '2', 'bluk,' or whatever. The point here is that your data are in categories with the number being simply used as a label without any meaning or indicating of order.
Usually, nominal data are presented in terms of percentages in each category.

e) Sampling error
Take place when the sampling provide an estimate of the difference between observed and expected measurements and is the foundation of all research interpretation.
Two types of sampling errors,
1. Standard error
Relates to the population and how sample relates to population. The standard error of statistic is the standard deviation (average difference of scores from the population mean) of the sampling distribution of the statistic.
Is closely related to sample size- as sample size increases, standard error decreases.
2. Sampling error
Provide an indication of how close the data from a sample are to the population mean.
Low sampling error indicates that there is less variability or range in the sampling distribution
Eg- imagine that the mean IQ of UiTM students is 105.00. (If UiTM students are our population, then this mean is a parameter.) If we take a sample of 10 UiTM students and compute their mean IQ, it will probably not be exactly 105.00. Instead, let us say that it is 103.25. (This would be a statistic.) If we then take a second sample of 10 UiTM students and compute their mean IQ, again it will probably not be 105.00 and it probably will not be 103.25 (the mean of our first sample). Instead, it might be 106.87. If we keep doing this—say, 100 times—then we will probably end up with 100 different sample means, and it is very likely that none of them is exactly 105.00. This variability in the sample means is sampling error. (Note that the term “error” here does not mean that anyone has made a mistake. “Error” here just refers to
variability.)

f) Four different ways of field observation
Field observation- useful for collecting data and for generating hypothesis and theories.
Different way of field observation
1. Quadrant 1: Overt observation
The researchers is identified when the study begins, and those under observation are aware that they are being studied.
Researchers role are only to observe, refraining from participants in the process under observation.
2. Quadrant 2: Overt participation
Those being observe also know the researcher, but unlike overt observation, the researcher goes beyond the observer role and becomes a participant in the situation.
3. Quadrant 3: Represent the situation
Represent situation where the researcher’s role is limited to that of observer but those under observation are not aware they are being studied.
4. Quadrant 4: Represent a study
Represents a study in which the researcher participates in the process under investigation but is not identified as a researcher.

PART B
QUESTION 1
a) Explain the characteristics of simple random sampling.
Simple random sampling is the most basic type of probability sampling where each subject, element, event or unit in the population has an equal chance of being selected.
Two types of simple random sampling which are sampling with replacement and sampling without replacement. Sampling with replacement involves returning the subject, element or unit to the population so that it has a chance of being chosen another time. Sampling without replacement is when the subject or unit is drawn from the population and removed from subsequent selections.

b) List the advantages and disadvantages of simple random sampling.
Advantages
Detailed knowledge of the population is not required.
External validity may be statistically inferred.
A representative group is easily obtained.
The possibility of classification error is eliminated.
Disadvantages
A list of the population must be compiled.
A representative sample may not result in all cases.
The procedure can be more expensive than other methods.
QUESTION 2
a) Explain the characteristics of focus groups and list the seven steps of focus group research.
Focus group is also known as group interviewing is a research strategy for understanding people’s attitudes and behaviour.
Four characteristics of focus group:
Focus groups involve people (participants)
The people possess certain characteristics and are recruited to share a quality or characteristics of interest to the researcher.
Usually provide qualitative data which are used to enhance understanding and to reveal a wide range of opinions.
Have a focused discussion. Most of the questions to be asked are predetermined, the sequences of questions are established, and the questions are structured to further the goal of the research.
Seven steps of focus group research:
i. Define the problem ii. Select a sample iii. Determine the number of groups necessary iv. Prepare the study mechanics
v. Prepare the focus group materials vi. Conduct the session vii. Analyze the data and prepare a summary report
b) List the advantages and disadvantages of focus groups. Advantages
Allow researchers to collect preliminary information about a topic or a phenomenon.
Can be conducted quickly.
Flexibility in question design and follow-up.
More complete and less inhibited than those from individual interview.
Disadvantages
Tend to become influenced by one or two dominant people in the session thus making the output very biased
Focus Group Output Is Not Projectable
May not represent the population from which there were drawn.

QUESTION 3
a) Explains the process of telephone surveys
1) Select a sample. Telephone surveys require researchers to specify clearly the geographic area to be covered and to identify the type of respondent to be interviewed in each household contacted.
2) Construct the questionnaire.
Telephone surveys require straightforward and uncomplicated response options.
3) Prepare an interviewer instruction manual
This document should cover the basic mechanics of the survey (telephone numbers to call, when to call, how to record times, and so on)
4) Train the interviewers
Interviewers need practice going through the questionnaire to become familiar with all the items, response options, and instructions.
5) Collect the data.
Data collection is most efficient when conducted from one central location
6) Make necessary call backs.
Up to three additional call backs should be made to respondents whose lines were busy or who did not answer during the 1st session.
b) List the advantages and disadvantages of telephone surveys.
ADVANTAGES
1) The cost of telephone surveys tends to be reasonable
2) Can include more detailed questions and interviewers can clarify misunderstandings that might arise during the administration of the questionnaire.
3) The incidences in telephone surveys for mass media research are generally high.
4) Phone surveys are much faster than mail.
DISADVANTAGES
1) Much of what is called survey research by telephone is not research at all but rather an attempt to sell people something.
2) Impossible to include questions that involve visual demonstrations.
3) Not everyone in a community listed in the telephone directory, the sampling frame used most frequently.
4) Growing number of people no longer have landline telephone in their home and use only cell phones.
5) Researcher generally has no way of checking for such similarities or differences, so it is possible that a sample obtained from a telephone directory may be significantly different from the population.
6) Telephone surveys require a large number of dialing’s to successfully interview the number of respondents required for a study.

QUESTION 4
a) Explains cohort analysis, and list their advantage and disadvantages
- Cohort analysis is any groups of individuals who are linked in some way or who have experienced the same significant life event within a given period.
ADVANTAGES
1) Cohort analysis is an appealing and useful technique because it is highly flexible. It provides insight into the effects of maturation and social, cultural, and political change.
2) It can be used with either original data or secondary data. In many instances, a cohort analysis can be less expensive than experiments or surveys.
DISADVANTAGES
1) The specific effects of age, cohort and period are difficult to untangle through purely statistical analysis of a standard cohort table.
2) Testing cohort differences for significance is difficult and requires advanced statistical techniques.
3) As the cohort grows older, many of its members die.
b) Explains panel study and list its advantage and disadvantages.
-panel studies measure the same sample of respondents at different points in time. Panel studies can reveal information about both net change and gross change in the dependent variable.
ADVANTAGES
1) Panel data are particularly useful in answering questions about the dynamics of change.
2) Repeated contacts with the respondents may help reduce their suspicions, so that later interviews yield more information than the initial encounters.
3) Panel studies help solve the problems normally encountered when defining a theory based on a one-shot case study.
DISADVANTAGES
1) Panel members are often difficult to recruit because of an unwillingness to fill out questionnaires or submit to interviews several times
2) Panel members drop out from one reason to another because the strength of panel studies is that they interview the same people at different times, this advantage diminishes as the sample size decreases.

PART C
Problem definition:
The increasing of consumerism and wastage in the country has becoming a serious implication especially for the environment. We, the Consumers Association of Malaysia (CAM) would like to create an awareness campaign to educate the public on the 4R, which are Reuse, Reduce, Recycle and Refuse. This is for consumers to practice, as this will keep our environment in a safe condition as nowadays there are many problems regarding our environment that slowly affect the earth. The four steps that we are going to can help to maintain our environment as all of us are aware that our earth is dying.
Research Objectives:
1) To create awareness among people as to apply the 4R steps to save our environment.
2) To explain how we are going to save the environment by cultivate them with good ethics.
3) To create awareness among people that the increase of consumerism and wastage has becoming a serious implication towards our environment.
Research Questions:
Objective 1: To create awareness among people as to apply the 4R steps to save our environment.

I. Are people nowadays aware about the 4R steps in terms of to save our environment?
II. Do we know that we are responsible in term of saving our environment?

Objective 2: To explain how we are going to save the environment by cultivate them with good ethics.
I. How we are going to save the environment?
II. What are the ethics that should be apply as to save our environment.

Objective 3: To create awareness among people that the increase of consumerism and wastage has becoming a serious implication towards our environment.
I. Do people aware of the increase of consumerism and wastage?
II. Do we aware of the implications of the increase of consumerism and wastage has given a serious implication towards our environment?
Methodology:
Qualitative Research Method.
In this research, the design that has be used is descriptive. Questionnaires has been spread to the public as to find the answer whether they are aware about this serious matter of the increase consumerism and wastage in the country that has bring a serious implications to our environment. The questionnaires are divided to all the public despite their gender, age, races and etc.
Sampling Plan:
Due to this research, the sampling that being used is probability sampling. It is randomly that respondents have been chosen randomly to answer those questionnaires. The respondent are been given the questionnaires are mainly in the city area of Kuala Lumpur.

Questionnaires:
The questionnaire is divided into two categories of demographic and psychographic segmentation. Demographic is all about the personal details of the respondents such as age, gender, races, occupation, salary and so on whereas the psychographic part is about the open and close ended questions which is based on the objectives of the research.
For example:
• Are you aware about the condition of our environment?
• Do you concern about the concerned about the increasing of consumerism and wastage in the country?
• Do you aware about 4R awareness campaign?
Fieldwork:
The fieldwork is only based on the questionnaires given and how the respondents respond to the issues by answering it.