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Our Lord’s Grace Montessori School and Colleges

Commonwealth Avenue, Diliman, Quezon City

COMMUNICATION RESEARCH (COMM 18)

FINAL EXAMINATION
March 11, 2004 (graduating)
March 18, 2004 (non-graduating)
12 PM – 2 PM (Rm. 307)

Name: _____________________________________________________________________________

I. Right minus Wrong. Write T if the statement is TRUE. If not, correct the statement by
underlining the word/s or phrase/s that make it wrong and choose (encircle) the letter that
makes the statement correct. (20 points)

_________1) Research in mass media can be used to verify or nullify gut feelings or intuition
when making decisions.

a. approve b. reject

_________2) The higher probability of success in business comes from the decision-making
approach that combines research and intuition.

a. separates b. research and authority

_________3) A research project ends after series of questions presented in the project have
been answered.

a. Research is a never-ending process.

b. Research project merely produces a new set of questions after
answering the former series of questions.

__________4) The largest percentage of research conducted in the private sector relates to
social development.

a. money b. manpower

__________5) All people behave in very similar ways when they encounter media messages.

a. unusual b. different

__________6) The media “survival kit” today includes information about consumers’
geographic location and demographic characteristics.

a. race and religion b. changing values and tastes, shifts

in demographic patterns &
developing trends & lifestyles

__________7) All research whether formal or informal, begins with a basic question or
proposition about a specific phenomenon.

a. objectives b. theories

__________8) The “truth” is never found even with a series of experiments and tests.

a. is found only through a series of objective analysis.

b. is never found even with a series of objective analysis

__________9) Researchers can plead private knowledge, methods, or data in arguing for the
accuracy of their findings.
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a. in arguing for the fairness of their findings

b. cannot plead private knowledge

__________10) The focus of communication inquiry is very limited and the contexts in which
the communication process is examined are diverse and interrelated.

a. similar b. broad

_________11) Proper research is essential in business today in order to maintain or gain

sustainability.

a. Proper research is not required in business.

b. Gain competitive edge.

_________12) The method chosen in research should not become an end in itself, but rather
must be appropriate for answering the question.

a. Research design is an end in itself in all researches.

b. Should evolve in itself.

_________13) Mass media research is now a legitimate but developing field.

c. Still struggling for its existence and purpose.

d. Legitimate and esteemed field.

__________14) The rate of scientific progress in an particular area is limited by the resources
and development with which scientist can communicate their results to one another.

a. limited by the efficiency and fidelity

b. unlimited and explorative

__________15) Research projects do always come out as one expects, the facts stand on its
own.

a. do not always come out as one expects, but the facts must stand and
the expectations as well.
b. Do no always come out as one expects though facts may stand on its
own.

__________16) One way of sharpening your skills for discovering and identifying problem is
thinking out the possibility of research for most topics or lessons taken in content courses.

a. thinking out problems in topic/lessons taken

b. admitting to the impossibility of research in areas you chose and focus
to other topics.

__________17) Title of the investigation/research serves as a framework of analysis for the

whole thesis.

a. frame of reference
b. serves as a direction to the answer in the investigation and problem
given.

__________18) Titles of research should contain the variables you will study and relationship
among the variables.

c. Contain also target population

d. Title of research should be brief

__________19) It is enough that your problem be stated and specific questions be presented.
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c. Solutions and recommendations are given.

d. Not enough

__________20) Researcher should identify his hypothesis at the start of the study.

a. at the end of the study

b. should not identify but prove the hypothesis

II. Identify the appropriate term for each definition below. Choose from the box below the correct
answer and write it in the space provided. (20 pts)

1. __________________ is a process by which the researcher tries to remove or at least become

aware of prejudices, viewpoints or assumptions that might interfere with the analysis.
2. Surveys popularly used by researchers is known as _________________________.
3. Dominant message and themes in media content are documented by systematic procedures and a
separate study of the audience is conducted to see whether these messages are fostering similar
attitudes among heavy media users. This process is known as ____________________________.
4. Permanent record of the original data used for analysis and the researcher’s comments and
analysis methods is referred to as ____________________________.
5. __________________ is a past-oriented research.
6. __________________ is an extended conversation.
7. __________________ means there is a statement of the problem that exists and addresses itself
to the task of determining how to study that problem.
8. __________________ consists of a persistent pattern of conduct and behavior that is connected
to the individual’s position in some social structure or organization.
9. __________________ is present-oriented research.
10. __________________ takes place when a group of respondents is gathered together and given
individual copies of the questionnaire or asked to participate in a group interview.
11. Hypodermic Needle Theory in the field of communication was introduced by _________________.
12. Audience Fragmentation is technically referred to as _________________________.
13. __________________ searching for a theory, for testing theory or for solving a problem.
14. __________________ theory is a description of the dimensions or characteristics of some
phenomenon.
15. Meaning “no existence”. _________________________
16. The dependent variable is also known as ________________________.
17. ___________________ is another word for typology.
18. Independent variable is also called as _______________________.
19. An intensive investigation of many factors for a small group of individuals or community is known
as _________________________.
20. Hypothesis may either be non-directional or _____________________.

Mass Communication Polls Organizational Communication

Public Communication Oral History Depth Interviews
Research Criterion Content Analysis
Private Variate Personal Interview
Academic Longitudinal Research Design
Demassification Taxonomy Social Role
Hypothesis Response Rate Interpersonal Communication
Question Primary Intercoder Reliability
Secondary Case Study Survey
Lasswell Cultivation Analysis Explanatory
Applied Audit trail Group Administration
Epoche Directional Cross Sectional
Naming Historical Language and Symbolic Codes
Theories Close ended Variable
Null Scope Classification
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III. Matching Type. Match the definition on Column A to the appropriate terms on Column B (30 pts, 5
bonus points).

COLUMN A COLUMN B

______ 1. follows the logic that something is true because it has a. null
always been true b. criterion
______ 2. specify relations between dimensions or characteristics c. replication
of individuals, groups, situations or events. d. image
______ 3. intensive and systematic investigations of many factors e. taxonomy
for a small group/community f. secondary
______ 4. Greek word for experience g. naming
______ 5. mass communication need only “shoot” messages at an h. variate
______ 6. phase or aspect of the investigation which may affect i. case study
the result adversely but over which the researcher has no control j. explanatory
______ 7. null or alternative k. hypodermic needle
______ 8. covers communication in non-mediated public settings l. empiricism
and focuses on one-to-many communication m. tenacity
______ 9. private sector research n. theories
______ 10. a priori researcher/enabler o. scope
______ 11. characteristic that has two or more mutually exclusive p. limitation
values or properties.
______ 12. present intelligible and systematic patterns for observations q. intuition
______ 13. where and when the study was conducted and who the r. public
subjects were s. applies
______ 14. reuse of social data t. hypothesis
______ 15. description of the dimensions or characteristics of some u. variable
phenomenon.
______ 16. independent variable v. multiple-choice question
______ 17. “no existence” w. rating scale
______ 18. typologies x. forced-choice question
______ 19. allows correction and verification of previous findings y. checklist question
______ 20. dependent variable z. feeling thermometer
______ 21. designed to gather information
______ 22. offers an easy way for respondents to rate their degree
of like and dislike in terms of “hot” or “cold”
______ 23. allows respondents to choose an answer from several
options
______ 24. widely used in mass media research
______ 25. often used in pilot study to refine questions for the
final project

IV. Bibliographical Entries and Endnotes. Using the information and facts of publication below, write the
bibliography and note format (40 pts, 2 pts each).

1. Author: Everette B. Dennis

Jon Vanden Heuvel
Title: Emerging Voices: East European Median in Transition
A Gancett Foundation Report
Publication: Gannet Foundation Media Center
Columbia University
New York City
1990. Pp. 1-3.

2. Author: Thomas Jefferson

Title: as quoted in Edwin Emery, The Press and America
Publication Englewood Cliffs
New Jersey
Prentice-Hall, Inc.
1962 pp. 166-167.
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3. Author: Fr. Francisco Araneta, S.J.,

Title: in an article The Fragmented Society
Publication: in the August 26, 1968
issue of Graphic.

4. Author: Daniel Lerner

Title: The Passing of Traditional Society
Publication: New York
The Free Press of Glencoe
1964

5. Author: Siebert, Frederick, et al.

Title: The Four Theories of the Press
Publication: Urbana Illinois
University of Illinois
University of Illinois Press
1956

6. Author: Rivers, William L.

Wilbur Schramm
Title: Responsibility in Mass Communication Rev. Ed.
Publication: Harper and Row Publishers
1969 pp. 29-52

7. Author: Ford, John

Michael S. Latour
Title: Differing Reactions to Female Role Portrayals in
Advertising
Publication: Journal of Advertising Research
September-October
1993

8. Author: Arboleda, Corazon R

Title: Identifying Areas of Research in Organizational Communication
Publication: Bahani Vol. 8 No. 1
March 1994

9. Author: Adanos, Aura

Marianne Chua
Anna Liza Garcia
Title: A Study on Effectiveness of Caucasian
Models in TV Ads”
Publication: Unpublished Thesis
Assumption College
1994

10. Author: Alvaran Aileen I.

Christian Orientation
Charismatic Outreach Ministries Foundation Incorporated
Title: An Exploratory Study on Communication Behavior
Unpublished Undergraduate Thesis
UP Manila 1994

V. Answer the following questions (30 pts):

1 – 3 Identify which research design (descriptive, correlational, experiment) was used in the studies.
(3 points)
____________________ 1. Strumpf and Evan’s 1988 study identified the frequency and types of physical
restraints used with elderly patients and classified patients’ and nurses’ reasons for and responses to use
of restraints.
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____________________ 2. Kolanowski’s 1990 study of the effects of broad-spectrum versus warm-white

flourescent lighting on activation and meteor activity in healthy elderly men and women. This study was
designed to test a theory predicting the influence of lighting on restlessness.
____________________ 3. Christman’s 1990 study addressed the relationship of uncertainty, hope,
preference for control and symptom severity to psychosocial adjustment in women receiving radiation
therapy for breast cancer.

Improve the following research titles (14 pts):

Example:

Before
A Study of the Relationship
of Self-Acceptance, Adjustment
and Achievement of Children
Revised
Self-Acceptance, Adjustment
and Academic Achievement of
Grade IV Fast Learners in Two
Districts of the Division of Batangas

4. Visual discrimination behavior of _____________________________

Schizophrenic Subjects _____________________________
_____________________________
_____________________________
_____________________________

5. The Relationship between Creativity _____________________________

and Music Achievement _____________________________
_____________________________
_____________________________

6. Verbal Creativity Among _____________________________

Senior High School Student _____________________________
_____________________________
_____________________________

7. The Relationship of Parental _____________________________

Behavior and Personality to _____________________________
Problem Behavior _____________________________
_____________________________
_____________________________

8. Smoking Behavior of Fourth Year _____________________________

High School Students _____________________________
_____________________________
_____________________________

9. A Study of the Relationship _____________________________

Between IQ, Socio-Economic _____________________________
Status, Personality, Work Values, _____________________________
and Career Preference _____________________________

10. Homeroom Guidance and Study Habits _____________________________

and attitudes of Grade IV pupils. _____________________________
_____________________________
_____________________________

11-13 Identify the variables in the title. Underline. (3 points)

11. The Effect of a Training Program on the Visual Sequential Memory of Deaf Children.
12. Age, Sex, IQ and Entrance Examination Scores on Certain Piagetian Tasks of Manila Science High
School Students
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13. The Effects of Integrating Science and Mathematics and Varying the Pace of Learning on Science
Achievement of Pupils and their attitude towards the individualized set-up.

14. Explain briefly the relationship of theory and research (5pts).

15. In your thesis proposal, what is your research design? Explain why did you choose, how will you use it
and the advantage and limitation of the design (5pts).

THANK YOU AND HAPPY VACATION!!!