Lecture # 03 for Media Research Students (Data Collection)

1. Measurement Scale:Measurement Scale:
Dr. Akhlas AhmedDr. Akhlas Ahmed
Greenwich UniversityGreenwich University
Lecture # 03, July 11Lecture # 03, July 11thth
20142014
(Makeup Class)(Makeup Class)
Data Collection:Data Collection:

2.  Data Collection is an important
aspect of any type of research study.
 Inaccurate data collection can
impact the results of a study and
ultimately lead to invalid results.
DATA COLLECTION…

3.  Plural from datum.
 Data are individual piece of information. It is
a set of values of qualitative or quantitative
variables.
 Data are typically the results of
measurements and can be visualized using
graph or images.
 Data as an abstract concept can be viewed as
the lowest level of abstraction, from which
information and then knowledge are derived.
DATA…

4.  The term research data refers to data
in any format or medium that relate to
or support research, scholarship, or
artistic activity.
RESEARCH DATA…

5.  Raw or primary data is called unprocessed
data which refers to a collection of numbers,
characters.
 Data processing commonly occurs by stages,
and the "processed data" from one stage may
be considered the "raw data" of the next.
 Examples: Information when recorded as
notes, images, video footage, paper surveys,
computer files, etc., pertaining to a specific
research project.
RAW OR PRIMARY DATA….

6.  Analyses, descriptions, and conclusions
prepared as reports or papers are called
processed data.
 Data in computing (or data processing)
are represented in a structure that is often
tabular (represented by rows and
columns), a tree (a set of nodes with
parent-children relationship), or a graph (a
set of connected nodes).
PROCESSED DATA…

7.  Information distributed to people
beyond those involved in data
acquisition and administration.
PUBLISHED DATA…

8.  Field data refers to raw data that is
collected in an uncontrolled in situ
environment.
FIELD DATA….

9.  Experimental data refers to data that
is generated within the context of a
scientific investigation by observation
and recording.
EXPERIMENTAL DATA…

10.  Experimental data refers to data that
is generated within the context of a
scientific investigation by observation
and recording.
INFORMATION…

11.  Data, information and knowledge are
closely related terms, but each has its own
role in relation to the other.
 Data are collected and analyzed to create
information suitable for making decisions,
 while knowledge is derived from
extensive amounts of experience dealing
with information on a subject.
KNOWLEDGE….

12.  Data collected by the investigator
conducting the research.
 Example:
PRIMARY DATA…

13. Data collected by someone other than the user like census,
organizational records etc.
 Data collected through quantitative research as census,
housing, social security as well as electoral statistics and other
related databases. Data collected through quantitative research
as semi-structured and structured interviews, focus groups,
transcripts, field notes, observation records and other personal,
research-related documents.
 Importance of secondary data could saves time, difficult to
collect new data, unfeasible for any individual researcher to
collect at their own, difficult to conduct a new survey.
 Benefit of using secondary data as litrature reviews, case
studies.
SECONDARY DATA…

14. MEASUREMENT SCALE…

15. MEASUREMENT….MEASUREMENT….
Assignment of numbers toAssignment of numbers to
characteristics of objects, persons,characteristics of objects, persons,
states or events, according to rules.states or events, according to rules.

16. Keys to MeasurementKeys to Measurement
You do not measure the object, person,You do not measure the object, person,
state or event,state or event, butbut characteristics of thecharacteristics of the
object.object.
Numbers are used to represent theNumbers are used to represent the
observable/unobservable characteristicsobservable/unobservable characteristics
Rules specify how the numbers are to beRules specify how the numbers are to be
assigned to the characteristics.assigned to the characteristics.

17. Types of Measurement ScalesTypes of Measurement Scales
Nominal ScaleNominal Scale
–LabelLabel
–CategoricalCategorical
–MixedMixed
Ordinal ScaleOrdinal Scale
Interval ScaleInterval Scale
Ratio ScaleRatio Scale

18. Types of Measurement ScalesTypes of Measurement Scales
Nominal – Categorical Scale exampleNominal – Categorical Scale example
What is your gender?What is your gender?
___ Male___ Male ___Female___Female
How many hours have you completed towardHow many hours have you completed toward
your degree?your degree?
___under 30 hours___under 30 hours ___30-59 hours___30-59 hours
___60-89 hours___60-89 hours ___90 or more hours___90 or more hours

19. Types of Measurement ScalesTypes of Measurement Scales
Ordinal Scale Example –Ordinal Scale Example –
Please rank order the following as to how oftenPlease rank order the following as to how often
you recycle each item where 1=item you mostyou recycle each item where 1=item you most
often recycle, 7=item you recycle the least.often recycle, 7=item you recycle the least.
___Cardboard___Cardboard ___Glass___Glass
___Newspaper___Newspaper ___Plastic___Plastic
___Other Paper Products___Other Paper Products ___Aluminum___Aluminum
___Other, please specify___________________Other, please specify________________

20. Common Types of Interval ScalesCommon Types of Interval Scales
LikertLikert
Semantic DifferentialSemantic Differential
RatingRating
–Non-comparativeNon-comparative
–ComparativeComparative
»ItemizedItemized

21. LikertLikert
Strongly
Agree Agree
Neither
Agree or
Disagree Disagree
Strongly
Disagree
1 2 3 4 5 6 7
Circle the number that best represents your
agreement or disagreement with this statement
I always recycle paper, plastic, glass items.

22. Semantic DifferentialSemantic Differential
Boring
My responsibility
Necessary for the
preservation of earth
Does little to help
the environment
Exciting
Not my
responsibility
Not necessary for
the preservation of
earth
Does a great deal
to help the
environment
Recycling is ...
Please check the blank that best describes the phrase below. The closerPlease check the blank that best describes the phrase below. The closer
you believe the word or word phrase relates, the you would place youryou believe the word or word phrase relates, the you would place your
check nearer to the word/word phrase.check nearer to the word/word phrase.

23. Noncomparative Rating ScalesNoncomparative Rating Scales
Overall, how would you rate your level ofOverall, how would you rate your level of
recycling? Please check the appropriaterecycling? Please check the appropriate
response.response.
Exceptionally ExceptionallyExceptionally Exceptionally
Poor GoodPoor Good

24. Noncomparative Rating ScalesNoncomparative Rating Scales
Overall, how would your level of recycling.Overall, how would your level of recycling.
Please place a check mark along the line thatPlease place a check mark along the line that
best represents your rating.best represents your rating.
Exceptionally ExceptionallyExceptionally Exceptionally
Poor GoodPoor Good

25. Non Comparative Rating ScalesNon Comparative Rating Scales
Overall, how would you rate your level ofOverall, how would you rate your level of
recycling? Please circle the appropriaterecycling? Please circle the appropriate
response.response.
Exceptionally ExceptionallyExceptionally Exceptionally
Poor GoodPoor Good
1 2 3 4 5 6 71 2 3 4 5 6 7

26. Comparative Rating ScalesComparative Rating Scales
Overall, how would you rate your level ofOverall, how would you rate your level of
recycling compared to other college students?recycling compared to other college students?
Please circle the appropriate response.Please circle the appropriate response.
Exceptionally ExceptionallyExceptionally Exceptionally
Poor GoodPoor Good
1 2 3 4 5 6 71 2 3 4 5 6 7

27. Types of Measurement ScalesTypes of Measurement Scales
Ratio ScaleRatio Scale
Over the past week, how many plastic bottlesOver the past week, how many plastic bottles
have you placed into a recycling bin?have you placed into a recycling bin?
__________
Over the past week, what percentage ofOver the past week, what percentage of
plastic bottles that you used, did you placedplastic bottles that you used, did you placed
into a recycling bin?into a recycling bin?
_____%_____%

28. Issues Concerning Rating ScalesIssues Concerning Rating Scales
Nature & Degree of VerbalNature & Degree of Verbal
DescriptorDescriptor
Number of CategoriesNumber of Categories
Balanced vs UnbalancedBalanced vs Unbalanced
Odd vs Even No. of CategoriesOdd vs Even No. of Categories
Forced vs Nonforced ChoiceForced vs Nonforced Choice

29. ThanksThanks