You will be assessed according to the following criteria:
_an understanding of each of the assumptions of uses and gratifications theory (15)
_the application of each assumption to relevant media examples (15)
Refer to Pitout (2009a:391–397) for assistance in writing your manual.
4 QUESTIONNAIRE SURVEYS IN MEDIA RESEARCH (30)
Read the following scenario:
Multichoice South Africa, as the owner of DSTV subscription services in South Africa, has recently launched a new channel on the DSTV bouquet called CourtTV, which broadcasts various high profile criminal court cases. The channel cost several millions to launch and is struggling to attract advertisers owing to concerns that viewers do not know the channel and are generally apathetic towards the channel. Multichoice South Africa has therefore contracted the South Africa Audience Research Foundation (SAARF) to conduct research to assess the knowledge of a particular section of viewers to ascertain whether they watch CourtTV, their attitudes regarding televised criminal cases, what they like to watch on television and so forth. As a researcher at SAARF you are given the task of conducting this research among members of your community.
Answer the following questions related to the above scenario:
4.1 Write an introduction for your study and provide a motivation for the suitability of questionnaire survey research as an appropriate research methodology for this scenario. Refer to Bornman (2009a:426–428). (5)
4.2 What is the research problem in the scenario, in other words, what needs to be investigated? Refer to Bornman (2009a:428–429). (2)
4.3 State whether you would use probability or non-probability sampling and justify your choice. Give reasons why the one you do not select would not be very suitable. Refer to Bornman (2009a:438–448). (5)
4.4 State which sampling technique(s) you would employ and give reasons for their suitability. Explain why the other sampling techniques would not be very suitable. Refer to Bornman (2009a:428–429). (5)
4.5 Explain which type of questionnaire survey you would use and say why it is the most appropriate. Refer to Bornman (2009a:449–457). (3)
4.6 Provide at least five (5) questions that you intend to ask in your questionnaire survey. Your questions must relate to the problem being investigated and must contain a variety of question formats such as those discussed by Bornman (2009a:457–472). (10)
5 CONCLUSION (5)
Present a summary of the contents of your assignment as a conclusion. The conclusion should consist of a paragraph of approximately eight (8) sentences and should not be more than half a page.
6 SELF-ASSESSMENT AND SELF-REFLECTION (5)