This document discusses different levels of comprehension and provides sample questions for each level from literal to evaluative. It then defines key concepts related to evaluating sources such as facts, opinions, data, information, bias, authority, reliability, and validity. Finally, it discusses primary and secondary research methods for data collection including questionnaires, interviews, focus groups, observation, and case studies. The main methods of primary data collection are identified as questionnaires, interviews, focus groups, case studies, diaries, and observation.

1. COMMUNICATION STUDIES
MODULE 1: GATHERING AND PROCESSING
INFORMATION
Comprehension
Levels: literal, interpretive, analytical, application, synthesis,
evaluation (adapted from Bloom‟s Taxonomy).
(i) Literal Level refers to understanding what was
actually stated and requires surface understanding of
facts and details. If you are engaging in rote learning
and memorization, you are operating at the literal
level.
Sample questions:
What did the book say about…?
Define…
Who invented…?
List three…
(ii) Interpretive Level refers to understanding what is
implied or meant, rather than what is actually stated.
Therefore you would need to be able to make
inferences and logical deductions. Generally, open
ended questions like why, how, what and if are
required at this level of comprehension.

2. Sample questions:
Explain the…
What would you conclude…?
State in your own words…
What does the picture mean…?
If it rains, then what…?
What reasons or evidence…?
(iii) Application Level refers to the ability to use learned
material in new and concrete situations. This may
include the application of such things as rules,
methods, concepts, principles, laws and theories.
Sample questions:
If you know A and B, how could you determine C?
What other possible reasons…?
What might they do with…?
What would happen if…?
(iv) Analytical Level refers to the ability to break down
material into its component parts so that its
organisational structure may be understood. This may
include the identification of parts, analysis of the
relationship between parts and recognition of the
organisational principles involved.

3. Sample questions:
What was the author‟s purpose, bias or prejudice?
What must you know to believe that to be true?
Does that follow?
Which are facts and which are opinions?
(v) Synthesis Levelrefers to the ability to put parts
together to form a new whole. This may involve the
production of a unique communication (theme or
speech), a plan of operations (research proposal), or a
set of abstract relations (scheme for classifying
information). Learning outcomes in this area stress
creative behaviours, with the emphasis on the
formulations of new patterns or structure.
Sample questions:
If no one else knew, how could you find out?
Can you develop a new way?
Make up…
What would you do…?
(vi) Evaluation Level is concerned with the ability to
judge the value of material (e.g. statement, novel,
poem, research report) for a given purpose. The
judgments are to be based on definite criteria. These
may be internal criteria (organization) or external
criteria (relevance to the purpose) and the student may

4. determine the criteria or be given them. Learning
outcomes in this area are highest in the cognitive
hierarchy because they contain elements of all the
other categories, plus conscious value judgments
based on clearly defined criteria.
Sample questions:
Which policy will result in the greatest good, for the
greatest number?
For what reason would you favour…?
Which of the books would you consider to be of
greater value?
Evaluate that idea in terms of cost and community
acceptance.
Current Issues: Evaluating Sources
Defining key concepts
FACT- Any phenomena about which there is complete
agreement, that is indisputable, is referred to as a FACT.
Example: Barbados is divided into 11 parishes
Non-Example: The parish system is the form of
division for a small island.
FACTUAL CLAIMS/EXPERT OPINIONS – Statements based
on the empirical work of a professional in a given
discipline that have been widely accepted, but are not

5. universal truths, are referred to as FACTUAL CLAIMS or
EXPERT OPINIONS.
Example: Panadol cures headaches.
Non-Example: Dousing the head with ice water cures
headaches.
OPINION- The expressing of judgment on given
phenomena, which may or may not be supported
by evidence. A conclusion arrived at about a
thing, person or event, which is not widely
accepted.
Example: Sugar coated gelatin Ibuprofen capsuleswork
better than tablets.
Non-Example:Ibuprofen is a brand of medication
recommended for the alleviation of aches
and pains
DATA- All material that is collected and used as a basis for
calculating, reasoning or making decisions.
Example: Statistics; reports; archival documents; records of
attendance ; surveys; newspapers; comments in
interviews etc. Any material about which new
interpretations are formed or from which details
are extracted is referred to as data.
Non-Example:A paper, document, report or summary
being presented by an individual or organization

6. is NOT DATA. The sources for the paper or
report are.
INFORMATION - The use of material (selected data) for
particular purposes. These include persuasion,
enlightenment, convincing, entertainment,
education, indoctrination, criticism, improvement
etc.
Example: Advertisements, editorials, news reports, or
research papers are some examples of
information. They are all presented with
particular purposes in mind; be it to sell; to
disclose; to update; to criticize; or to promote.
Non-Example:An advertisement that is not being used to
advertise, sell, alert or persuade a party, but is
collected as one of many types of advertisements
is not an example of information, rather it
becomes a piece of data.
BIAS–The ubiquitous and unavoidable preference of the
individualin a given situation is referred to as
BIAS. It is also referred to as predisposition or
prejudice.
Example: The promotion of Kwanzaa in Barbados is an
indication of true independence because it
celebrates the black and African ancestry of its
masses.

7. Non-Example: Any statement of fact would be devoid of
bias.
AUTHORITY – A delegated power or right to enforce
obedience; or to influence opinion because of
recognised knowledge or experience.
Example: A policeman is authorized to conduct
breathalyzer tests on drivers seen meandering
wildly about the streets.
Non-Example:Miss Darlington‟s bag of air taken from the
driver who slammed into her car will not be
allowed in court as evidence of his drunkenness.
RELIABILITY –This is a measure of the consistency of a
response given, or in a position taken by a source.
Example: Three students go to a principal at different times
and ask what the school information technology
will be like in ten years, and receive the same
response. The position or view of the principal is
deemed reliable, because he/she has been
consistent in the response.
Non Example: If a view is published by an author in a
particular year, and then altered any number of
times in subsequent texts, the reliability of the
information found in a particular edition will be
affected. His position having not been
maintained on a given topic over a period of time,

8. he and his comments are susceptible to being
labeled fickle or unreliable.
VALIDITY –The extent to which a test, experiment or
procedure measures what it aims to measure.
Internal validity relates to whether there are flaws in the
design of the research or data collection.
External validity looks at whether your findings can apply
or be generalized to a larger group or other
situation.
Example: In an interview with the former governor of the
Central Bank Kurleigh King, a recognised
economist, on the issue of the necessity of the 8%
salary cut in 1991, Mr. King commented that it
was the least damaging choice for the economy
of Barbados, and its perception by first world
lending institutions remained high as a result. Mr.
King‟s comment is valid. It is relevant to the
issue discussed and he is and was in a position of
authority with knowledge of the implications of
the action.
Non-Example: Same scenario as above, Mr. King states
that quite a bit of the congregation of Anglican
churches left to go to People‟s Cathedral that
same year. Church demographics is not the issue,
nor is Mr. king a member of synod, or council at

9. either denomination, so the validity and relevance
of this comment is low.
THESE TERMS ARE HEAVILY INTERDEPENDENT
`
Researching Information (Simon and Osborne, 2009; CXC)
INTRODUCTION
Research is defined as the disciplined process of investigating
and seeking facts that will lead one to discover the truth about
something. The research must be presented in such a manner
that the discovered facts are available to others. The research
paper, is a formal presentation of these discovered facts,
provides the evidence one needs to defend the opinion expressed
in the thesis (Markham et al. 2001).
TYPES OF RESEARCH
Primary Research is that which is original. It is research that
the researcher designs and carries outusing surveys and/or focus
groups.
Table of Primary Sources
Annual Reports Eye-witness
accounts
Memos Photographs
Autobiographies Membership
lists
Raw Data
Census Reports Court Immigration Sources/

10. Hearings papers Informants
Correspondences Interviews Newspaper
Articles
Speeches
Court cases Letters Original
works of
literature
Statutes
Diary/journal Birth/death/
marriage
records
Personal
writings/
narratives
Tax reports
e-mail Meeting
minutes
Personal
accounts
Minutes
Blog entries Memoirs Newsletters
Secondary Researchdepends on accessing information that has
already been researched and can be found in books, other
publications and expert sources.
Table of Secondary Sources:
Almanacs Dissertations
Bibliographies Encyclopedias
Biographies History Books
Books Journal/Magazine/ Newspaper
articles
Commentaries Reference Books
Critical studies/ Criticism Textbooks

11. Activity9.1 Read the following scenarios and identify
which are examples of primary and which are examples of
secondary research.
1. The role of Marcus Garvey in the Harlem Renaissance.
2. The performance of students at Malacar High School in
Cape Communication Studies.
3. The impact of youth counseling on the incidence of teen
pregnancy in Kairenda village.
primary source (n) An article or other document written by the
actual researcher of a study or creator of a theory. Journals are
great sources of articles that are primary sources. Historical
documents, literary works, letters and reports are also examples
of primary sources.
secondary source (n) An article, book or other document
written by someone who did not actually do the research or
formulate the opinions or theories but who has pulled together
relevant sources. Encyclopedias and textbooks are common
examples.
DATA COLLECTION METHODS
Primary Data Collection Methods

12. In primary data collection, you collect the data yourself using
methods such as interviews and questionnaires. The key point is
that the data you collect is unique to you and your research.
There are many methods of collecting primary data and the main
methods include:
questionnaires
interviews
focus group interviews
case-studies
diaries
The primary data, which is generated by the above methods,
may be qualitative in nature (usually in the form of words) or
quantitative(usually in the form of numbers or where you can
make counts of words used).
Questionnaires
Questionnaires are a popular means of collecting data, but are
difficult to design and often require many rewrites before an
acceptable questionnaire is produced.
Advantages
Can be used as a method in its own right or as a basis for
interviewing or a telephone survey
Can be posted, e-mailed or faxed

13. Can cover a large number of people or organisations
Wide geographic coverage
Relatively cheap
No prior arrangements are needed
Avoids embarrassment on the part of the respondent
Possible anonymity of respondent
No interview bias.
Disadvantages
Design problems
Questions have to be relatively simple
Low response rate (inducements may help)
Time delay while waiting for response to be returned
Assumes no literacy problems
No control over who completes it
Not possible to give assistance if required
Problems with incomplete questionnaires
Respondents can read questions beforehand and then
decide whether to complete or not. For example, perhaps
because it is too long, too complex, uninteresting, or too
personal.

14. Interviews
Interviewing is a technique that is primarily used to gain an
understanding of the underlying reasons and motivations for
people‟s attitudes, preferences or behaviour. Interviews can be
undertaken on a personal one-to-one basis or in a group. They
can be conducted at work at home, in the street or in a shopping
centre, or some other agreed location.
Advantages
Serious approach by respondent resulting in accurate
information
Good response rate
Completed and immediate
Possible in-depth questions
Interviewer in control and can help if there is a problem
Can investigate motives and feelings
Can use recording equipment
Characteristics of respondent assessed – tone of voice,
facial expression, hesitation, etc.
Can use props

15. If one interviewer used, uniformity of approach
Disadvantages
Need to set up interviews
Time consuming
Geographic limitations
Can be expensive
Normally need a set of questions
Respondent bias – tendency to please or impress, create
false personal image, or end interview quickly
Embarrassment possible if personal questions
Transcription and analysis can present problems –
subjectivity
If many interviewers, training required.
Types of Interview
Structured: Based on carefully worded interview
schedule.
Frequently require short answers with the
answers being ticked off.

16. Useful when there are a lot of questions
which are not particularly contentious or
thought provoking.
Respondent may become irritated by having
to give over-simplified answers.
Semi-structured: The interview is focused by asking
certain questions but with the scope for the
respondent to express him or herself at
length.
Unstructured:This also called an in-depth interview. The
interviewer begins by asking a general
question. The interviewer then encourages
the respondent to talk freely. The
interviewer uses an unstructured format, the
subsequent direction of the interview being
determined by the respondent‟s initial reply.
The interviewer then probes for elaboration
– „Why did you say that?‟ or, “That‟s
interesting, tell me more” or, “Would you
like to add anything else?‟ being typical
probes.
Telephone Interview
There is an alternative for of interview to the personal, face-to-
face interview.

17. Advantages:
Relatively cheap
Quick
Can cover reasonably large numbers of people or
organisations
Wide geographic coverage
High response rate – keep going till required number
No waiting
Spontaneous response
Help can be given to the respondent
Can tape answers
Disadvantages:
Often collected with selling
Questionnaire required
Not everyone has a telephone
Straightforward questions are required
Respondent has little time to think

18. Cannot use visual aids
Good telephone manner is required
Question of authority
Focus group interviews
A focus group is an interview conducted by a trained moderator
in a non-structured and natural manner with a small group of
respondents. The moderator leads the discussion. The main
purpose of the focus groups is to gain insights by listening to a
group of people from the appropriate target market talk about
specific issues of interest.
Observation
Observation involves recording the behavioural patterns of
people, objects and events in a systematic manner.
Observational methods may be:
Structured or unstructured
In structured observation, the researcher specifies in
detail what is to be observed and how the measurements are
to be recorded. It is appropriate when the problem is
clearly defined and the information needed is specified.
In unstructured observation, the researcher monitors
all aspects of the phenomenon that seem relevant. It is
appropriate when the problem has yet to be formulated

19. precisely and flexibility is needed in observation to identify
key components of the problem and to develop hypotheses.
The potential for bias is high. Observation findings should
be treated as hypotheses to be tested rather than as
conclusive findings.
Disguised or undisguised
In disguised observation, respondents are unaware that
they are being observed and thus behave naturally.
Disguise is achieved, for example, by hiding, or using
hidden equipment or people disguised as shoppers.
In undisguised observation, respondents are aware they are
being observed. There is a danger of the Hawthorne effect
– people behave differently when being observed.
Natural or contrived
Natural observation involves observing behaviour as it
takes place in the environment, for example, eating
hamburgers in a fast food outlet.
In contrived observation, the respondent‟s behaviour is
observed in an artificial environment, for example, a food
tasting session.
Personal
In personal observation, a researcher observes actual
behaviour as it occurs. The observer may or may not

20. normally attempt to control or manipulate the phenomenon
being observed. The observer merely records what takes
place.
Mechanical
Mechanical devices (video, closed circuit television) record
what is being observed. He or she does not participate.
Non-participant
The observer does not normally question or communicate
with the people being observed. He or she does not
participate.
Participant
In participant observation, the researcher becomes, or is,
part of the group that is being investigated. Participation
observation has its roots in ethnographic studies (study of
man and races) where researchers would live in tribal
villages, attempting to understand the customs and
practices of that culture. Organisations can be viewed as
„tribes‟ with their own customs and practices.
Case Studies
The term case-study refers to a fairly intensive examination of a
single unit such as a person, a small group of people, or a single
company. Case-studies involve measuring what is there and
how it got there. In this sense it is historical. It can enable the

21. researcher to explore, unravel and understand problems, issues
and relationships. It cannot, however, allow the researcher to
generalize, that is, to argue that from one case-study the results,
findings or theory developed apply to other similar case-studies.
The case looked at may be unique and, therefore not
representative of other instances.
Method: 1. Determine the present situation
2. Gather background information about the past and
key variables
3. Test hypotheses developed from analysis of
background information by gathering information.
This may lead to development of an experiment to test
hypothesis or it might be to take action to remedy the
problem.
Advantage:
The case study enables rich information to be
gathered, from which potentially, useful hypotheses
can be developed.
Disadvantages:
It can be time consuming. It is also inefficient when
researching situations which are already well
structured and where the important variables are
already known. Case-studies lack rigor when trying to
determine precise relationships between variables.
Diaries

22. A diary is a way of gathering information about the way
individuals spend their time on professional activities. They are
not about records of engagements or personal journals of
thought. Diaries can record either qualitative or quantitative
data, and in management research can provide information about
work patterns and activities.
Advantages:
Useful for collecting information from employees
Different writers compared and contrasted simultaneously
Allows the researcher freedom to move from one
organisation to another
Researcher not personally involved
Diaries can be used as a preliminary or basis for intensive
interviewing
Used as an alternative to direct observation or where
resources are limited
Disadvantages:
Subjects need to be clear about what they are being asked
to do, why and what you plan to with the data
Diarists need to be of a certain educational level
Some structure is necessary to give the diarist focus, for
example, a list of headings

23. Encouragement and reassurance necessary as completing a
diary is time consuming
Progress needs checking from time to time
Confidentiality is required
Analyses problems – so coding needs to be pre-determined
Sampling
Collecting data is time consuming and expensive, even for
relatively small amounts of data. Hence it is highly unlikely that
a complete population will be sampled. You will, therefore,
have to take a sampleand usually a very small sample.
Sampling theory says a correctly taken sample of an appropriate
size will yield results that can be applied to the population as a
whole.
How the sample is taken and, how large the sample should
be are important considerations.