MEDIA & INFORMATION

LITERACY
1st SEMESTER – Module 1
WEEK 1 & 2

DR. RONALD
DR. RONALD F.
F. CAGAMPAN
CAGAMPAN
MASTER TEACHER
MASTER TEACHER II
II
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 2.___________________________________________________
Are all news and information on the Internet true? Why o
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2.______________________________________________________________
Are all news and information on the Internet true? Why or Why n
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2. ___________________________________________________
Are all news and information on the Internet true? Why or Why not?
2. Are all_____________________________________________
news and information on the Internet true? Why or Why not?
_____________________________________________________________________
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3. As a student, how can you avert fake news in your comm
_____________________________________________________________________
______________________________________________________________
As _____________________________________________
3._____________________________________________________________
a student, how can you avert fake news in your community?
3. As a student, how can you avert fake news in your community?
_____________________________________________
___________________________________________________
_____________________________________________________________________
3. As a student, how can you avert fake news in your community?
_____________________________________________
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6 6 6
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Verbal Communication
Refers to the form of communication in which
message is transmitted verbally; communication is
Verbal Communica
done by word of mount and a piece of writing.
Verbal communication can be in oral or written form.

7
Verbal Communication
Refers to the form of communication in which
message is transmitted verbally; communication is
Verbal Commu
done by word of mount and a piece of writing.
Verbal communication can be in oral or written form.

7
Verbal Communication
Refers to the form of communication in which
message is transmitted verbally; communication is
Verbal Communicatio
done by word of mount and a piece of writing.
Verbal communication can be in oral or written form.

7
 7
Verbal Communication
Refers to the form of communication in which
message is transmitted verbally; communication is
Verbal Comm
done by word of mount and a piece of writing.
Verbal communication can be in oral or written form.

7
4. Channel
An encoded message is conveyed by the source through a channel. There are numerous c
categories: verbal, non-verbal, personal, non-personal, etc. A channel could be the pa
which words are written, or the Internet acting in the client-server model that is allowing
read these words right now.

5. Decoding
Now would be an appropriate time to remind yourself that you can just as easily fill the
decoder as you can encoder. This is where listening, and reading directions carefully, ma
claim to fame decode with care, my friends. As we discussed in Encoding, communica
only successful when it results in both the source and the receiver understanding the
information.

6. Receiver
Ultimately, the message is delivered to the receiver. A good communicator takes the rec
preconceptions and frames of reference into consideration; how they will react, where co
ground is shared, their sense of humor, their moral conduct, etc. All of these things will
how the receivers decode messages.

8
 affecting the individual components in the communication making the communication more
efficient.
The model also focuses on encoding and decoding which happens before sender sends the

Be
COMMUNICATION MODELS
message and before receiver receives the message respectively.
M de a a ,f c e de c be e c ca ce . T e a e
sender, message, channel and receiver. Each of the component is affected by many factors.

Communication Skills
WESTLEY-MACLEAN’S MODEL
Communication skills of a person is a factor that affects the communication process.
If the sender has good communication skills, the message will be communicated better
a f e e de communication skills are not good. Similarly, if the receiver cannot
grasp the message, then the communication will not be effective. Communication skills
include the skills to speak, present, read, write, listening, etc.
Attitude
The attitude of the sender and the receiver creates the effect of the message. The
e a de a d e f, e ece e a d e e e c a ge e ea g
and effect of the message.
Knowledge
Familiarity with the subject of the message makes the communicated message have its
effect more. Knowledge on the subject matter makes the communicator send the
message effectively.

10
10 LEVELS OF INTIMACY IN
TODAY’S COMMUNICATION

12
Identify your media habits. The purpose of this task is to let you know how much time you
spend using a specific media or media product and also learning about your media habits.
More so, this analysis could let you know if you are spending way too much time on the media
and not enough time on other parts of your life. Is that a good thing or a bad thing? It’s up to
you to discover and determine. Make it in a bullet form.

KIND OF WHAT DO YOU

TYPE OF MEDIA/POP HOURS THINK OF
PURPOSE
MEDIA CULTIRE SPENT DAILY YOUR MEDIA
PRODUCT USAGE

13
 Le Re e be

Identify your media habits. The purpose of this task is to let you know how much time you
spend using a specific media or media product and also learning about your media habits.
More so, this analysis could let you know if you are spending way too much time on the media
and not enough time on other parts of your life. Is that a good thing or a bad thing? It’s up to
you to discover and determine. Make it in a bullet form.

KIND OF WHAT DO YOU

TYPE OF MEDIA/POP HOURS THINK OF
PURPOSE
MEDIA CULTIRE SPENT DAILY YOUR MEDIA
PRODUCT USAGE

13
Target Audience Who is the intended audience?

Sender / Author Who is the producer?

Purpose What is the purpose?

What is the topic?

Key Content
What are the facts?

How can I present this

information?
Form / Style
How would this affect my
audience?

Media / Format What platform will I use? Why?

14
After going through this module, you are expected to:
1. Define quantitative research,
2. Identify the characteristics of a good quantitative
•• Measure and
Measure and Test
Test •• Discover ideas,
Discover ideas, with
with general
general research
research objects
objects
•• Observe and
Observe and Interpret
Interpret •• Large samples
Large samples to
to produce
produce generalizable
generalizable results
results
•• Unstructured (Free
Unstructured (Free form)
form) •• Researcher involved
Researcher involved observer.
observer. Results
Results are
are objective.
objective.
•• Test hypotheses
Test hypotheses or
or Specific
Specific Questions
Questions •• Research in
Research in intimately
intimately involved.
involved. Results
Results are
are subjective.
subjective.
 When to use Qualitative vs. Q
When to use Qualitative
research? vs. Q
research?
Quantitative data can help you see the big pic
Quantitative
Qualitative data
data canthe
adds help you see
details andthe
canbig picg
also
Qualitative datavoice
human adds the details
to your and can
survey also g
results.
human voice to your survey results.
 When to use Qualitative vs. Q
When to use Qualitative
research? vs. Q
Let’s see
Let’s see how
how to
to use
use each research?
each method
method in aa research
in research pro
pro

Formulating hypotheses:
Formulating hypotheses: Qualitative
Qualitative research
research helps
helps youyou
gather detailed
gather detailed information
information onon aa topic.
topic. You
You can
can use
use itit to
to
initiate your
initiate your research
research byby discovering
discovering thethe problems
problems oror
opportunities people
opportunities people are
are thinking
thinking about.
about. Those
Those ideas
ideas cancan
become hypotheses
become hypotheses toto be
be proven
proven through
through quantitative
quantitative research.
research.
 When to use Qualitative vs. Q
When to use Qualitative
research? vs. Q
Let’s see
Let’s see how
how to
to use
use each research?
each method
method in aa research
in research pro
pro

Validating your
Validating your hypotheses:
hypotheses: Quantitative
Quantitative research
research
will get
will get you
you numbers
numbers that
that you
you can
can apply
apply statistical
statistical
analysis to
analysis to in
in order
order to
to validate
validate your
your hypotheses.
hypotheses.
Was that
Was that problem
problem real
real or
or just
just someone’s
someone’s perception?
perception?
The hard
The hard facts
facts obtained
obtained will
will enable
enable you
you to
to make
make
decisions based
decisions based onon objective
objective observations.
observations.
 When to use Qualitative vs. Q
When to use Qualitative
research? vs. Q
Let’s see
Let’s see how
how to
to use
use each research?
each method
method in aa research
in research pro
pro

Finding general
Finding general answers:
answers: Quantitative
Quantitative research
research usually
usually
has more
has more respondents
respondents than
than qualitative
qualitative research
research because
because
itit is
is easier
easier to
to conduct
conduct aa multiple-choice
multiple-choice survey
survey than
than aa series
series
of interviews
of interviews or or focus
focus groups.
groups. Therefore,
Therefore, itit can
can help
help you
you
definitely answer
definitely answer broad
broad questions
questions like:
like: Do
Do people
people prefer
prefer you
you
to your
to your competitors?
competitors? Which
Which of of your
your company’s
company’s services
services are
are
most important?
most important? WhatWhat ad
ad is
is most
most appealing?
appealing?
 When to use Qualitative vs. Q
When to use Qualitative
research? vs. Q
Let’s see
Let’s see how
how to
to use
use each research?
each method
method in aa research
in research pro
pro

Incorporating the
Incorporating the human
human element:
element: Qualitative
Qualitative research
research
can also
can also help
help in
in the
the final
final stages
stages of of your
your project.
project. The
The
quotes you
quotes you obtained
obtained from
from open-ended
open-ended questions
questions can
can
put aa human
put human voice
voice toto the
the objective
objective numbers
numbers and
and trends
trends
in your
in your results.
results. Many
Many times
times itit helps
helps to
to hear
hear your
your customers
customers
describe your
describe your company
company in in their
their own
own words
words to
to uncover
uncover your
your
 Characteristics of
Characteristics of Quantitative
Quantitative Research

2. Structured
2. Structured Research
Research Methods
Methods

Structural research
Structural research methods
methods likelike questionnaires,
questionnaires, polls,
polls, and
and surveys
surveys are
are
used to
used to conduct
conduct quantitative
quantitative research.
research. In-depth
In-depth information
information about
about the the
preferences of
preferences of the
the audience
audience cancan be
be drawn
drawn using
using these
these structured
structured research
research
methods.
methods.
Moreover, with
Moreover, with the
the help
help ofof the
the Internet
Internet and
and social
social media,
media, itit is
is effortless
effortless
to reach
to reach the
the vast
vast population
population irrespective
irrespective of of geographical
geographical boundaries.
boundaries. You You can
can
pay to run your Survey ad on various social media platforms such as Facebook,
 Characteristics of
Characteristics of Quantitative
Quantitative Research

1. Large
1. Large Sample
Sample Size
Size
The first
The first and
and foremost
foremost characteristic
characteristic of
of quantitative
quantitative research
research is
is the
the
large sample
large sample size
size toto conduct
conduct research.
research. Quantitative
Quantitative research
research isis done
done on
on aa large
large
number of
number of audiences
audiences to to ensure
ensure reliability.
reliability. The
The sample
sample size
size used
used in
in quantitative
quantitative
research represents
research represents the
the whole
whole target
target market.
market.
 Characteristics of
Characteristics of Quantitative
Quantitative Research

3. Highly
3. Highly Reliable
Reliable Outcome
Outcome
The outcome
The outcome ofof quantitative
quantitative research
research methods
methods is is quite
quite
reliable, as
reliable, as participants
participants of
of the
the research
research face
face close-ended
close-ended questions.
questions.
Therefore, there
Therefore, there are
are fewer
fewer chances
chances of of getting
getting vague
vague information
information or or
wrong information
wrong information from
from the
the participants.
participants.
Quantitative research
Quantitative research methods
methods areare used
used for
for industrial
industrial
research purposes
research purposes because
because ofof its
its reliability.
reliability. Moreover,
Moreover, the the outcome
outcome
of quantitative
of quantitative research
research is
is easy
easy toto understand
understand andand explain.
explain.
 Characteristics of
Characteristics of Quantitative
Quantitative Research

4. Reusable
4. Reusable Outcome
Outcome
Another characteristic
Another characteristic of
of quantitative
quantitative research
research is is that
that the
the outcome
outcome
of quantitative
of quantitative research
research can
can be
be used
used multiple
multiple times.
times. Data
Data collected
collected forfor one
one
research purpose
research purpose can
can be
be used
used for
for the
the prior
prior study
study of of another
another research
research
problem.
problem.
Sometimes, researchers
Sometimes, researchers make
make thethe use
use of
of the
the outcome
outcome of of research
research
for similar
for similar research
research problems,
problems, which
which reduces
reduces the
the expense
expense andand time
time
required for
required for conducting
conducting research.
research. For
For example,
example, ifif you
you have
have researched
researched how how
 Characteristics of
Characteristics of Quantitative
Quantitative Research

5. Close-ended
5. Close-ended questions
questions
Another characteristic
Another characteristic ofof quantitative
quantitative research
research isis close-ended
close-ended questions.
questions.
Close-ended question’s
Close-ended question’s answers
answers areare more
more specific
specific and
and right
right to
to the
the question
question than
than the
the
open-ended questions.
open-ended questions. Responses
Responses to to open-ended
open-ended questions
questions areare more
more detailed
detailed and
and
scattered, and
scattered, and itit requires
requires real
real skills
skills to
to pick
pick out
out the
the answers
answers that
that you
you need.
need.
Moreover, responses
Moreover, responses to to Close-ended
Close-ended questions
questions are are more
more reliable
reliable than
than the
the
answers to
answers to questions
questions of of open-ended
open-ended questions.
questions. InIn addition
addition toto this,
this, people
people also
also prefer
prefer to
to
answer close-ended
answer close-ended questions
questions than
than open-ended
open-ended questions
questions forfor various
various reasons.
reasons. The
The
followings are
followings are aa few
few examples
examples of of close-ended
close-ended questions.
questions.
11
 Characteristics of
Characteristics of Quantitative
Quantitative Research

6. Numerical
6. Numerical Outcome
Outcome
The outcome
The outcome ofof quantitative
quantitative research
research is
is always
always in
in numerical
numerical form. form.
For example,
For example, the
the result
result of
of research
research can
can be
be represented
represented inin percentage,
percentage, range range
of numbers.
of numbers.
AA numerical
numerical output
output is
is easy
easy to
to read
read and
and understand,
understand, and
and itit is
is easy
easy to
to
deduce aa conclusion
deduce conclusion from
from the
the numerical
numerical outcome
outcome than
than aa detailed
detailed result.
result.
 Characteristics of
Characteristics of Quantitative
Quantitative Research

7. Generalization
7. Generalization ofof Outcome
Outcome
The outcome
The outcome of of quantitative
quantitative research
research can
can bebe generalized
generalized easily
easily for
for
the whole
the whole population.
population. TheThe reason
reason behind
behind this
this is
is that
that quantitative
quantitative research
research
is conducted
is conducted onon aa large
large sample
sample ofof the
the population.
population.
A decision
A decision cancan be
be taken
taken for
for the
the entire
entire population
population based
based on
on the
the
outcome of
outcome of the
the sample
sample population.
population.
 Characteristics of
Characteristics of Quantitative
Quantitative Research

8. Prior
8. Prior study
study
The outcome
The outcome of of quantitative
quantitative research
research can
can be
be used
used for
for aa
previous study
previous study of
of another
another research.
research. Many
Many scholars
scholars and
and researchers’
researchers’study
study
and analyze
and analyze the
the outcome
outcome of of previous
previous research
research toto establish
establish their
their research
research
hypothesis or
hypothesis or research
research problem.
problem.
The results
The results of
of quantitative
quantitative research
research are
are more
more reliable
reliable than
than
qualitative research
qualitative research and
and can
can bebe used
used easily
easily to
to deduce
deduce conclusions
conclusions
Strengths of Using Quantitative Methods
Quantitative researchers
Quantitative researchers try
try to
to recognize
recognize and
and isolate
isolate specific
specific variables
variables contained
contained within
within the
the study
study
framework, seek
framework, seek correlation,
correlation, relationships
relationships and
and causality,
causality, and
and attempt
attempt to
to control
control the
the environment
environment in in which
which the
the
data is
data is collected
collected to
to avoid
avoid the
the risk
risk of
of variables,
variables, other
other than
than the
the one
one being
being studied,
studied, accounting
accounting for
for the
the
relationships identified.
relationships identified.
Among the
Among the specific
specific strengths
strengths ofof using
using quantitative
quantitative methods
methods to to study
study social
social science
science research
research problems:
problems:

Allows for
Allows for aa broader
broader study,
study, involving
involving aa greater
greater
number of
number of subjects,
subjects, and
and enhancing
enhancing the
the
generalization of
generalization of the
the results;
results;
Strengths of Using Quantitative Methods
Quantitative researchers
Quantitative researchers try
try to
to recognize
recognize and
and isolate
isolate specific
specific variables
variables contained
contained within
within the
the study
study
framework, seek
framework, seek correlation,
correlation, relationships
relationships and
and causality,
causality, and
and attempt
attempt to
to control
control the
the environment
environment in in which
which the
the
data is
data is collected
collected to
to avoid
avoid the
the risk
risk of
of variables,
variables, other
other than
than the
the one
one being
being studied,
studied, accounting
accounting for
for the
the
relationships identified.
relationships identified.
Among the
Among the specific
specific strengths
strengths ofof using
using quantitative
quantitative methods
methods to to study
study social
social science
science research
research problems:
problems:

Allows for
Allows for greater
greater objectivity
objectivity and
and accuracy
accuracy ofof results.
results. Generally,
Generally,
quantitative methods
quantitative methods are
are designed
designed toto provide
provide summaries
summaries of of data
data that
that
support generalizations
support generalizations about
about the
the phenomenon
phenomenon underunder study.
study. In
In order
order to
to
accomplish this,
accomplish this, quantitative
quantitative research
research usually
usually involves
involves few
few variables
variables and
and
many cases,
many cases, and
and employs
employs prescribed
prescribed procedures
procedures toto ensure
ensure validity
validity and
and
reliability;
reliability;
Strengths of Using Quantitative Methods
Quantitative researchers
Quantitative researchers try
try to
to recognize
recognize and
and isolate
isolate specific
specific variables
variables contained
contained within
within the
the study
study
framework, seek
framework, seek correlation,
correlation, relationships
relationships and
and causality,
causality, and
and attempt
attempt to
to control
control the
the environment
environment in in which
which the
the
data is
data is collected
collected to
to avoid
avoid the
the risk
risk of
of variables,
variables, other
other than
than the
the one
one being
being studied,
studied, accounting
accounting for
for the
the
relationships identified.
relationships identified.
Among the
Among the specific
specific strengths
strengths ofof using
using quantitative
quantitative methods
methods to to study
study social
social science
science research
research problems:
problems:

Applying well-established
Applying well-established standards
standards means
means that
that the
the research
research can
can
be replicated,
be replicated, and
and then
then analyzed
analyzed and
and compared
compared withwith similar
similar
studies;
studies;
Strengths of Using Quantitative Methods
Quantitative researchers
Quantitative researchers try
try to
to recognize
recognize and
and isolate
isolate specific
specific variables
variables contained
contained within
within the
the study
study
framework, seek
framework, seek correlation,
correlation, relationships
relationships and
and causality,
causality, and
and attempt
attempt to
to control
control the
the environment
environment in in which
which the
the
data is
data is collected
collected to
to avoid
avoid the
the risk
risk of
of variables,
variables, other
other than
than the
the one
one being
being studied,
studied, accounting
accounting for
for the
the
relationships identified.
relationships identified.
Among the
Among the specific
specific strengths
strengths ofof using
using quantitative
quantitative methods
methods to to study
study social
social science
science research
research problems:
problems:

You can
You can summarize
summarize vast
vast sources
sources of
of information
information and
and
make comparisons
make comparisons across
across categories
categories and
and over
over time;
time;
Strengths of Using Quantitative Methods
Quantitative researchers
Quantitative researchers try
try to
to recognize
recognize and
and isolate
isolate specific
specific variables
variables contained
contained within
within the
the study
study
framework, seek
framework, seek correlation,
correlation, relationships
relationships and
and causality,
causality, and
and attempt
attempt to
to control
control the
the environment
environment in in which
which the
the
data is
data is collected
collected to
to avoid
avoid the
the risk
risk of
of variables,
variables, other
other than
than the
the one
one being
being studied,
studied, accounting
accounting for
for the
the
relationships identified.
relationships identified.
Among the
Among the specific
specific strengths
strengths ofof using
using quantitative
quantitative methods
methods to to study
study social
social science
science research
research problems:
problems:

Personal bias
Personal bias can
can be
be avoided
avoided by
by keeping
keeping aa 'distance'
'distance' from
from
participating subjects
participating subjects and
and using
using accepted
accepted computational
computational
techniques.
techniques.
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

Quantitative data
Quantitative data is
is more
more
efficient and
efficient and able
able to
to test
test
hypotheses, but
hypotheses, but may
may miss
miss
contextual detail;
contextual detail;
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

Uses aa static
Uses static and
and rigid
rigid approach
approach
and so
and so employs
employs an an inflexible
inflexible
process of
process of discovery;
discovery;
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

The development
The development of of standard
standard questions
questions
by researchers
by researchers can
can lead
lead to
to "structural
"structural
bias" and
bias" and false
false representation,
representation, where
where
the data
the data actually
actually reflects
reflects the
the view
view of
of
the researcher
the researcher instead
instead of
of the
the
participating subject;
participating subject;
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

Results provide less detail

on behavior, attitudes, and
motivation;
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

Researcher may collect a

much narrower and
sometimes superficial
dataset;
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

Results are
Results are limited
limited as
as they
they provide
provide
numerical descriptions
numerical descriptions rather
rather than
than
detailed narrative
detailed narrative and
and generally
generally
provide less
provide less elaborate
elaborate accounts
accounts of
of
human perception;
human perception;
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

The research
The research is is often
often carried
carried out
out in
in an
an
unnatural, artificial
unnatural, artificial environment
environment so so
that aa level
that level ofof control
control can
can be
be applied
applied
to the
to the exercise.
exercise. This
This level
level of
of control
control
might not
might not normally
normally be be in
in place
place in
in the
the
real world
real world thus
thus yielding
yielding "laboratory
"laboratory
results" as
results" as opposed
opposed toto "real
"real world
world
 Limitations of Using Quantitative Methods
Limitations
Quantitative methods presume toofhaveUsing
an objective Quantitative Methods
approach to studying research problems, where data
is controlled and measured, to address the accumulation of facts, and to determine the causes of
Quantitative methods presume to have an objective approach to studying research problems, where data
behavior. As a consequence,
is controlled and measured,thetoresults
address of the
quantitative research
accumulation may and
of facts, be statistically
to determine significant
the causesbut
ofare
behavior. As a consequence, the often
results of humanly insignificant.
quantitative research may be statistically significant but
Some specific
Some specific limitations
limitations associated
associated with
with using
using quantitative
quantitative methods
methods to study
to study research
research problems
problems inare
in the
the
often humanly
social
social insignificant.
sciences
sciences include:
include:

Preset answers
Preset answers will
will not
not necessarily
necessarily
reflect how
reflect how people
people really
really feel
feel about
about
aa subject
subject and,
and, in
in some
some cases,
cases,
might just
might just be
be the
the closest
closest match
match to
to
the preconceived
the preconceived hypothesis.
hypothesis.
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