COM3706/101/3/2021

Tutorial Letter 101/3/2021

Communication Research
COM3706

Semesters 1 and 2

Department of Communication Science

This tutorial letter contains important information

about your module.

BARCODE
 CONTENTS

Page
1 INTRODUCTION .......................................................................................................................... 3
2 PURPOSE AND OUTCOMES ...................................................................................................... 4
2.1 Purpose ........................................................................................................................................ 4
2.2 Outcomes ..................................................................................................................................... 5
3 LECTURER(S) AND CONTACT DETAILS................................................................................... 5
3.1 Lecturer(s) .................................................................................................................................... 5
3.2 Department ................................................................................................................................... 5
3.3 University ...................................................................................................................................... 5
4 RESOURCES ............................................................................................................................... 6
4.1 Prescribed book(s) ........................................................................................................................ 6
4.2 Recommended book(s) ................................................................................................................. 7
4.3 Electronic reserves (e-reserves) ................................................................................................... 7
4.4 Library services and resources ..................................................................................................... 8
5 STUDENT SUPPORT SERVICES ................................................................................................ 8
6 STUDY PLAN ............................................................................................................................. 10
7 PRACTICAL WORK ................................................................................................................... 10
8 ASSESSMENT ........................................................................................................................... 11
8.1 Assessment criteria..................................................................................................................... 11
8.2 Assessment plan ........................................................................................................................ 11
8.3 Assignment numbers .................................................................................................................. 12
8.3.1 General assignment numbers ..................................................................................................... 12
8.3.2 Unique assignment numbers ...................................................................................................... 12
8.4 Assignment due dates ................................................................................................................ 12
8.5 Submission of assignments ........................................................................................................ 13
8.6 The assignments ........................................................................................................................ 14
8.7 Other assessment methods ........................................................................................................ 33
8.8 The examination ......................................................................................................................... 33
9 FREQUENTLY ASKED QUESTIONS ........................................................................................ 33
10 SOURCES CONSULTED ........................................................................................................... 36
11 IN CLOSING ............................................................................................................................... 36

2
 COM3706/101/3/2021

Dear Student

Welcome to the Communication Science Research module COM3706. We hope we will enjoy
the experience together. Please read the important information below which will go a long way
in helping you with your studies in this module.

PLEASE ENSURE THAT YOU FAMILIARISE YOURSELF WITH THE CONTENTS OF THIS
TUTORIAL LETTER BEFORE YOU START WITH YOUR STUDIES.

It is important that you use this tutorial letter as your primary document. Please take note of the
following:

 You must select a research problem or issue that is in line with your field of specialisation:
Organisational Communication OR Media Studies.

 To gain admission to the examination, you must submit Assignment 01 on time.

 The examination is non-venue based and will take the form of a final report on your
research project to be submitted as Assignment 03.

1 INTRODUCTION

We hope you enjoy studying this module, Communication Research (COM3706). The module is
work intensive; however, we trust that you will spend the recommended amount of time working
through the content with the help of the lecturers involved in the module. The intent of this
module, Communication Research (COM3706), is the application of research methodology.

The intention is to expose you to the basic communication research concepts and principles,
and to provide you with an opportunity to demonstrate your understanding and application of
these basic principles. This implies that you are exposed to research concepts and a specific
research method and have to conduct authentic research. Aspects of the methodology that you
applied and your research findings have to be presented according to a specific format (as
stipulated on the mark schemes provided). The content of this module also poses specific
challenges, such as that one has to understand each concept fully before one can apply any
theory to practical situations. Students on this level are expected to actively engage in self-
study, to do additional thorough reading, and to present assignments of good quality meeting
the minimum requirements as stated on the mark schemes. COM3706 does not have a venue-
based examination.

The module consists of two assignments (Assignment 01), MCQ and a portfolio (Assignment
03). The content of this module is developmental by nature because Assignment 01 is the first
part of your portfolio. Assignment 01 is the theoretical foundation of the portfolio. In this
assignment you will explain and provide detail on how you plan to conduct the research. You
will relate concepts to the actual research to be done, explain which theoretical foundation will
be applicable, and so forth. Lecturers will assess Assignment 01, which constitutes 10% of your
final mark and provide feedback as well as guidelines for revision and improvement to meet the
minimum requirements as per the mark scheme. The same (improved and revised) assignment
is then used for the portfolio. Once the corrections and improvements to Assignment 01 have
been done, half of your portfolio has actually been completed. This tutorial letter contains two
mark schemes that you have to use.

3
You will notice that the mark scheme for Assignment 01 is repeated in the second mark
scheme. That is because the portfolio headings on the second mark scheme have to be added
to the Assignment 01 headings. The headings applicable to the portfolio represent the actual
reporting of the research done. Answers to all the headings on the second mark scheme (for
Assignment 03, the portfolio) constitute the portfolio for examination purposes. No assignments
may be delivered or sent to the Department of Communication Science or an academic as we
do not have access to systems to record any assignments. You have to submit the portfolio via
myUnisa or have physical evidence of submission (such as a track-and-trace number) if the
assignment is sent via the post office or by means of a courier.

The content of all tutorial letters is important. Tutorial Letter 101 contains generic detail as well
as the assignments and the mark scheme for Assignments 01 and 03. The information
contained in this tutorial letter is applicable to both semesters and study material is only
available in English. Familiarise yourself with the closing dates of assignments as there is NO
EXTENSION on any assignment. Tutorial Letters 201 and 202 contain extensive feedback on
Assignments 01 and 02. Tutorial letters also contain detail on what to do if you fail the module,
qualify for a supplementary examination or if you are identified as a FI student, and we address
the issue of one-on-one assistance available to specific students (it remains each person's
choice and decision whether they want to use the offer or not). It is essential that you do not
underestimate the amount of work involved or the time it will take to do the portfolio and that you
start working on this module the moment you receive the study material.

It is essential that you do not underestimate the amount of work involved or the time it will take
to do the portfolio and that you start working on this module the moment you receive the study
material. Also bear in mind that if you are not comfortable with research methodology or the
scientific concepts and their application to research, you will need much more time to become
acquainted with these before being able to apply them in practice. Purchase the prescribed
book as soon as possible, STUDY, re-read, highlight, summarise, note all the important detail in
this tutorial letter relating to each assignment, and draw up a schedule reflecting your important
dates and activities.

Good luck with your studies and we are look forward to being of assistance.

2 PURPOSE AND OUTCOMES

2.1 Purpose

The purpose of this module is for students to gain knowledge and skills regarding theoretical
knowledge and practical research skills (techniques and methods).

In addition, COM 3706 seeks to:

 introduce students to the concepts related to research, and

 provide students with the opportunity to illustrate their mastery of content and research-
related concepts by having to conduct authentic research in a natural environment related
to communication require that students present their research done in a scientific report as
portfolio for examination purposes.

4
 COM3706/101/3/2021

2.2 Outcomes

Specific outcome 1

Students who have met the outcomes of the module will be able to demonstrate an
understanding, and apply their knowledge of research principles, techniques and methods in
diverse communication contexts.

Specific outcome 2

Students should be able to demonstrate a theoretical understanding of the media and should be
able to develop the ability to communicate what they have learnt and experienced,
predominantly by presenting portfolios.

General outcomes

For students to master the goals and objectives of the module, it is assumed that they

 have the ability to read, write and understand English

 have the ability to learn from predominantly written material
 have the ability to do practical applications
 possess the willingness to take responsibility for own progress, with guided support

3 LECTURER(S) AND CONTACT DETAILS

3.1 Lecturer(s)

Dr Blessed Ngwenya

3.2 Department

Department of Communication Science

Winnie Madikizela Mandela Building
6th floor, Room 89

3.3 University

The postal address of the University is:

PO Box 392
UNISA
0003

The physical address of the University is:

Preller Street
Muckleneuk
PRETORIA

5
You need to use the physical address when assignments or the portfolio is sent to the
Assignment section via registered mail or courier.

Contact with the university

Please refer to the brochure Study @ Unisa for contact information.

Unisa contact via e-mail

Once you register, you are automatically assigned an e-mail address at Unisa that in the form of
[email protected] (for example, [email protected]). Unisa will use
this e-mail address when communicating with you. Please ensure that you use this address
when interacting with Unisa electronically, and always indicate which module the enquiry relates
to. If you experience any problems with myUnisa, you need to send an e-mail to
[email protected] with ONLY your student number in the subject line. Please provide as
much detail as possible in the e-mail about the difficulty experienced.

Unisa's need to contact you

We may sometimes need to send you SMS messages. All messages sent will be preceded by
the module code (COM3706). SMS messages are sent to all registered students (as a batch) at
the same time. We will not misuse this feature and are, by law, not allowed to make your
personal information known. Unisa lecturers cannot answer enquiries related to SMS messages
received from any source other than those preceded by our module code.

If your cellphone number is unavailable (or changed) on the database, you will not get these
messages. There is no other cost-effective means for us to contact you and we urge you to
update this information on Unisa's database regularly.

4 RESOURCES

4.1 Prescribed book(s)

Do not wait until you receive the study material in the post before starting with your studies.
Access the material on myUnisa and buy the prescribed book. You cannot come to Unisa and
collect or ask for study material. All study material is dispatched to students and is NOT kept at
the main campus in Pretoria. Academic departments can also not supply copies of the study
material (study guide and tutorial letters). Please keep your study material (after submitting the
portfolio) for in case you fail the module and need to revise the portfolio. Unisa will NOT provide
you with a second set of study material. If you have disposed of yours, you will have to
purchase the material.

6
 COM3706/101/3/2021

MEHLODI

O seke wa emele ho fumana dibuku tsa hao tsa ho bala ka poso. Fumana medlodi ya hao ya
thuto ho myUnisa, o reke buka esebediswang. O se ke wa tla Unisa hot lo lota kapa ho kopa
medhlodi ya hao ya thuto. Mehlodi ya thuto kaofela e romelwa baithut, ha e dule main campus.

COM3706 is based on one prescribed book, one study guide and a number of tutorial letters
that you will receive during the course of the semester. No other material or sources are
required. It is vital that you READ your study material and accept responsibility for your own
studies. Your study material (study guide and tutorial letters) will be provided by the University.
The correct study material is also available on myUnisa ― under the option Study Material ―
where you can access it and print it from.

There is ONLY one prescribed book for this module and you have to purchase as soon as
possible.

The prescribed book is:

Du Plooy, GM. 2009. Communication research: techniques, methods and applications. 2nd
Edition. Cape Town: Juta. ISBN NUMBER: 978-0-70217-710-1

The ISBN number of the book changes with each reprint of the book. We are not informed when
reprinting is done. Just ensure you get the latest edition of the book with this title. The
prescribed book is also available as an e-book. Both the assignments and the examination are
based on the contents of the prescribed book. You cannot pass the examination without the
prescribed book.

 Plagiarism

Familiarise yourself with the Disciplinary Code for Students as well as the contents of Tutorial
Letter CMNALLE/301 and refrain from plagiarising.

4.2 Recommended book(s)

There are no recommended books applicable to this module. You are, however, required to use
three other sources (articles, books, other publications) apart from the study guide and
prescribed book when completing Assignments 01 and 03.

4.3 Electronic reserves (e-reserves)

There are no e-Reserves applicable to this module.

7
4.4 Library services and resources

The Unisa Library offers a range of information services and resources:

 For detailed Library information, go to

https://unisa.ac.za/library
 For research support and services (eg personal librarians and literature search services),
go to
https://www.unisa.ac.za/sites/corporate/default/Library/Library-services/Research-support
 The Library has created numerous Library guides
https://libguides.unisa.ac.za

Recommended guides:

 Request and download recommended material:

https://libguides.unisa.ac.za/request
 Postgraduate information services:
https://libguides.unisa.ac.za/request/postgrad
 Finding and using Library resources and tools:
https://libguides.unisa.ac.za/research-support
 Frequently asked questions about the Library:
https://libguides.unisa.ac.za/ask
 Services to students living with disabilities:
https://libguides.unisa.ac.za/disability
 Assistance with technical problems accessing the Unisa Library or resources:
https://libguides.unisa.ac.za/techsupport

You may also send an e-mail to [email protected] (please add your student number in the
subject line).

Study guide

The study guide is: Du Plooy, T. 2001. Only study guide for COM3706: Communication
Research. Pretoria: University of South Africa.

 Tutorial letters

You should receive a tutorial letter after the closing date of each assignment. Be on the lookout
for these tutorial letters and if you do not receive them, access and/or print them via myUnisa.

5 STUDENT SUPPORT SERVICES

The Study @ Unisa brochure is available on myUnisa at www.unisa.ac.za/brochures/studies.
This brochure has all the tips and information you need to succeed at distance learning and,
specifically, at Unisa.

8
 COM3706/101/3/2021

The brochure contains important information, such as guidance in terms of time management,
planning skills, and guidelines regarding the examination and preparation for the examination.
The brochure is an A–Z guide of the most relevant study information. Use the contact details for
various sections and departments to channel your specific enquiries. Lecturers do not have
access to all the systems and records and cannot assist with enquiries other than those related
to the subject matter.

 Free computer and internet access

Unisa has entered into partnerships with establishments (referred to as Telecentres) in various
locations across South Africa to provide you (as a Unisa student) with free access to computers
and the internet. This access enables you to conduct the following activities: registration; online
submission of assignments; engaging in e-tutoring activities and signature courses. Please note
that any other activity outside of these are for your own costing (like printing and photocopying).
For more information on the Telecentre nearest to you, please visit

www.unisa.ac. za/telecentres

 Postal services

Unisa strives for excellence, which is evident in the distribution of study material and your
submission of assignments. Innovative initiatives and partnerships (similar to those between
SKYNET and the Pepcor Group reached in 2015), are available and should be used. SKYNET
may not necessarily deliver your study material at your residential address, but to your nearest
post office. Please check at your post office regularly (if that option is applicable for delivery of
your study material) and collect the study material as soon as possible. If you wait too long
before you collect from the post office, the post office sends the study material back to Unisa.

 Participating on myUnisa

myUnisa is an electronic forum where students interact with the lecturers and other students.
Discussions and announcements are done via myUnisa and it is important that you check this
forum regularly and that you use some of the information in postings related to specific
headings when doing Assignments 01 and 03. Study material is also available on myUnisa
(under the Study Material option). You are strongly advised to register on myUnisa and to join
an e-tutor group (when assigned to one). The easy step-by-step instructions are available in
Study @ Unisa.

 Extra classes ― tutors

Lecturers in the department do not offer face-to-face classes; however, Unisa offers online
tutorials (e-tutoring) to students registered for modules at NQF level 5, 6 and 7. Once you have
been registered for a qualifying module, you will be allocated to a group of students with whom
you will be interacting during the tuition period as well as an e-tutor who will be your tutorial
facilitator. You will then receive an SMS informing you about your group, the name of your e-
tutor and instructions on how to log onto myUnisa to receive further information on the e-tutoring
process. Any module code on myUnisa with –E, means that there is an e-tutor group. All
enquiries related to e-tutor registrations and allocations should be directed to Ms A Mukwevho
at [email protected].

9
Online tutorials are conducted by qualified e-tutors who are appointed by Unisa and are offered
free of charge. The e-tutor will guide you through your study material during this interaction
process. Assignments and activities posted on these groups are posted by the e-tutor and
should not be submitted to Unisa via myUnisa. Enquiries about these activities and assignments
need to be directed to your e-tutor. All you need to participate in e-tutoring is a computer with
internet connection. If you live close to a Unisa regional centre or a Telecentre contracted with
Unisa, please feel free to visit any of these to access the internet.

 On-screen marking

If an assignment is submitted via myUnisa it will be marked on-screen and returned

electronically. Assignments assessed via Adobe Acrobat may contain yellow bubbles
resembling clouds. Each bubble contains comment or feedback where it is applicable in an
assignment. Move the cursor onto each bubble to see the comment. Assignments submitted
manually are marked by hand and sent back via normal postal service. Unisa cannot indicate
when the post office will deliver your marked assignments. We can, however, confirm that once
an assignment has been marked, the marks are recorded by the Assignment section and that
the marked assignment is then automatically posted back to you at the same time. The marks
awarded for any assignment will also appear on myUnisa once recorded by the Assignment
section.

6 STUDY PLAN

We suggest that you draw up a study plan to accommodate all the modules for which you have
registered. Make sure that you list all the closing dates for submission of assignments,
examination dates, and other important deadlines. Then determine when you will make time to
study which subject. Also make provision for time to revise work already done and allow enough
time to prepare for the examination in each of the modules that you are registered for. You can
also use the Schedule function on myUnisa since it already contains markers on dates relevant
to each module, (such as closing dates for assignments).

NZUDZANYO YA KUVHALELE

Ri a vha eletshedza uri vha nwale nzudzanyo ya dzi module dzothe dze vha rigisitara. Vha
dzhiele ntha maduvha othe u fhedzisela. Vha dzhiele nzhele nzudzanyo dza tsumba mushumo
wa thero dza vho. Vha vhe na tshifhinga u sedzulusa mushumo wo no itiwaho, vha dovhe vha
vhe na tshifinga tsha ulugisella mulingo we vha regisitara. Vha nga sedza zwinwe zwi
dodobmbedzwa kha myunisa sa izwi dzi na dzi datumu dza u vala ha mushimo.

7 PRACTICAL WORK

The only practical work applicable is the requirement that you have to conduct the actual
research.

10
 COM3706/101/3/2021

8 ASSESSMENT

8.1 Assessment criteria

Assessment in this module is done by means of lecturers assessing Assignments 01, 02 and 03
(portfolio) according to the mark scheme and information contained in Tutorial Letters 102 and
103, and the computer marking the MCQ assignment on a pre-determined date. Feedback on
assignments (except for the portfolio) is sent to you in a tutorial letter after the closing date of
each specific assignment. Feedback on assignments (except for the portfolio) is sent to you by
means of a tutorial letter after the closing date of each specific assignment.

8.2 Assessment plan

If you are registered for semester 1, you do Assignments 01, 02 and 03 for semester 1. If you
are registered for semester 2, you do Assignments 01, 02 and 03 for semester 2. Assignment
01 is the same for semester 1 and semester 2; it is compulsory and provides admission to
the examination. Assignment 01 contributes 10% towards your final mark.

Assignment 01 deals with the first nine headings of the mark scheme, forms the first half of your
portfolio and addresses the technical aspects related to the research issue and research to be
done (it sets the scene for some of the research methodological aspects that will be used later
in your research). All the information provided in this assignment has to relate to the ONE
theme of the main research issue as per the heading of the task (identifying eight different
creative concepts and describing the characteristics of each identified creative concept). NO
advertisements are to be included in this assignment.

Assignment 02 in both semesters consists of a number of multiple-choice items and the

answers have to be provided on a mark-reading sheet. 10% of the mark obtained for
Assignment 02 contributes towards your final mark.

In practice it means:

Assignment 01 provides admission to the examination and is worth 10% of your final mark

10% of the mark obtained for Assignment 02 plus

80% of the mark obtained for Assignment 03 (the portfolio)

equals your final mark for the module.

Assignment 03 is the portfolio and consists of a revised and improved Assignment 01 plus the
information related to the headings on the mark scheme (from data-collection to conclusion),
which relate to the actual research done.

Assignment 03 is NOT returned to you after the examination as the Department of Education
requires that Unisa keep portfolios for three years. You have to keep copies of all documents
submitted to Unisa; if you require a copy, you have to contact the Examination section and pay
the applicable fee.

11
There are no specific sections of the prescribed book applicable to assignments or the
portfolio. The content of the prescribed book is not presented in the same chronological order
as the headings applicable to Assignment 01 and/or the portfolio. All the study material (that
implies the whole prescribed book and study guide, tutorial letters, and additional notes) are
applicable to both assignments and the portfolio.

8.3 Assignment numbers

8.3.1 General assignment numbers

We refer to 'assignments' and the 'portfolio' (which is also an assignment) respectively. There
are three assignments set for this module. Every assignment has a specific general number (01,
02 and 03) that distinguishes assignments from one another and relate to the assessment plan
for each module. Ensure that you always have the correct assignment number on the respective
documents that you submit (if the portfolio is submitted as Assignment 01, it will be assessed as
such).

8.3.2 Unique assignment numbers

Each assignment has a unique assignment number that links your assignments to our subject
code and confirms the type of assignment submitted. The following unique assignment numbers
apply for 2021:

Assignment number Unique assignment number

Semester 1 Semester 2

Assignment 01 714727 745461

Assignment 02 789668 641847

Assignment 03 (portfolio) 609218 594335

8.4 Assignment due dates

Assignment number Assignment due date

Semester 1 Semester 2

Assignment 01 5 March 2021 6 August 2021

Compulsory
Assignment 02 02 April 2021 13 September 2021
Contributes to semester mark
Assignment 03 03 May 2021 15 October 2021
Examination portfolio
Assignment 03 18 October 2021 23 April 2022
Supplementary examination portfolio

12
 COM3706/101/3/2021

8.5 Submission of assignments

Assignments submitted on myUnisa may ONLY be in MS Word or PDF format. The font size to
be used in your written assignments must be 12 pt. No blocks around text, no colour and no
large fonts may be used in any written assignment. You may also NOT zip any files, hand in
more than one document or make more than one submission per assignment number.
Electronic documents may not exceed 10 MB and only the first 35 typed pages and 40 hand-
written pages of a portfolio is marked (this includes the applicable advertisements).

The Assignment section will cancel your submitted document (and send you an SMS informing
you of the cancellation) if you submitted the following:

 More than one document per assignment or portfolio

 A document that exceeds the 10MB size restriction

 A document that is not in MS Word/PDF format or a zipped file

Direct all enquiries regarding cancelled assignments to the Assignment section.

Electronic submissions

You must have evidence of submission of the portfolio.

That is why we require submission via myUnisa or with a track-and-trace number from the post
office or courier. If myUnisa is down or unavailable on the closing date for submission of an
assignment, you need to notify the module coordinator as soon as possible so that the matter
can be addressed officially. Action or decisions in this regard will be posted on myUnisa and an
SMS will be sent if possible. The University can unfortunately not take responsibility or assist if
you experience any computer or electronic problems; if your computer was stolen; if you do not
have any backups of your documents; if the post office is on strike; or if you put an assignment
in a Unisa post box and the assignment does not reach the Assignment section. These
problems are your own responsibility and you will NOT be able to re-submit any assignment as
a result of any of these problems.

Ella hloko ka tsela tsa ho atametsa mosebetsi wa hao ho re o finyelle matsohong a ba

hlahlobi.

O tlameha ho fumana letshwao le bontshang ho re mosebetsi wa hao o rometswe bahlahlobi.

Ho na re ho etsetsa ho re re tsebe ho latella ha ho na le bothata ka mosebetsi wa hao. Ha e
bane myUnisa e kwetswe kapa ha e sebetse, tsebisa module coordinator ya hao ka potlako ho
re a tsebe ho latella taba ena ka molao. Qeto e tla nkuwa, mme o tla tsebiswa ho myUnisa kapa
ka molaetsa. Ka maswabi, sekolo se ke se kgona ho o thusa haebane bothata ba hao e le ba
computera ya hao, ha computara ya hao e utswitswe, ha o sa etsa back up ya mosebetsi wa
hao, ha poso e sa sebetsi, kapa ha o kenya mosebetsi wa hao bokosong la Unisa e be o sa
fihlelle ho lefapha la dihlahlobo. O tlameha hon ka boikarabelo jwalo ka moithuti. Ana ke
mathata a hao, mme a hloka wena o lebane le ona, o keke wa tseba ho submita mosebetsi wa
hao hape ka mabaka ana.

13
When submitting your assignments via myUnisa, please make sure that you submit the correct
document with the correct assignment and unique assignment number. You have to follow all
the steps and receive a confirmation that each document submitted has in fact been received.
Check on myUnisa the next day to ensure there is a date in the PROCESSED column (that date
indicates when Unisa received the document). If there is no date in that column, you need to
contact the Assignment section immediately.

Assignments can also be submitted via snail mail (the post office) or an official Unisa mailbox on
campus, but we do not recommend you use these options because you have no evidence of
submission. You are urged NOT to submit the portfolio via snail mail, a regional centre
mailbag or even a Unisa post box. The portfolio represents an examination and we require you
to submit electronically via myUnisa, registered mail or a courier.

NO assignments or portfolio may be physically delivered at Unisa in Pretoria, either to the

Assignment or Examination section, the Department of Communication Science, or the lecturers
concerned. Academics are NOT allowed to receive any assignments. We do NOT have access
to that administrative system and cannot record any documents.

You are also required to keep a copy of any and all assignments and the portfolio before
submitting anything. If a copy of the portfolio is requested from the Examination section, you
have to pay the applicable fee. No memorandum will be made available with a requested copy
(in terms of paragraph 32 of the University rules) and marked examination documents do not
have comments.

All enquiries relating to the submission of any assignment have to be addressed to the
Assignment section.

8.6 The assignments

Assignment 01
Applicable to both semesters

Assignment 01 requires that you do a content analysis of eight different creative concepts in
order to identify and describe the unique characteristics of the identified creative concepts.
These creative concepts need to be found in eight different advertisements which you select
from two different publications (four different advertisements per publication is chosen). The
publications can be two magazines, or two newspapers; one newspaper and one magazine; two
different editions of the same magazine or newspaper, et cetera.

If you do not know what creative concepts or a content analysis are, you will not be able to do
Assignment 01 and the portfolio. You first have to study the relevant sections in the prescribed
book to familiarize yourself with these aspects before attempting to do either Assignment 01 or
the portfolio.

14
 COM3706/101/3/2021

Whilst preparing and conducting the research required, please refer to Tutorial Letter 102
addressing frequently asked questions.

The following guidelines may assist you in completing Assignment 01 and portfolio:

 read through this tutorial letter and acquaint yourself with the content and terminology

 work through the study material, tutorial letters, discussion class notes and additional
documents in order to understand Assignment 01 (and portfolio requirements)

 consider the headings and mark scheme applicable to both Assignment 01 and the
portfolio

 study the relevant chapters and sections in the study material in order to understand
concepts and their application, other applicable principles and the theory

 select the publications and advertisements

 present the theoretical aspects of the research to be conducted on the creative concepts
under the headings applicable to Assignment 01 as per the mark scheme

 complete and include your self-assessment

 ensure that the document meets all the requirements

 make a photocopy (or keep a copy) of the assignment

 submit the document before the due date

Assignment 01 (both Semesters)

The same assignment 01 is applicable to both Semesters.

It is only assignment 02 that differs in each Semester.

15
TASK 5.10
SEMESTER 1

Unique assignment number

SEMESTER 2

Unique assignment number

Explore and describe by means of a content analysis eight different creative concepts and their
characteristics applied in eight (different) selected advertisements found in two different
publications (newspapers or magazines).

Please pay particular attention to the following aspects before you commence with this
assignment.

THIS TASK HAS NOTHING TO DO WITH PEOPLE, READERS, CONSUMERS, PRODUCTS,

OF DIFFERENCES BETWEEN PUBLICATIONS.

It ONLY has to do with identifying eight creative concepts and then describing the
characteristics of each identified creative concept.

If you refer to any aspects other than creative concepts and their characteristics, only the
technical presentation and self-assessment will be evaluated (in both the assignment and
examination).

Some students separate or see factual and emotional concepts as two different concepts while
they are grouped as one in Du Plooy.

You need to identify and describe eight different creative concepts selected from eight different
advertisements ─ explore and describe one creative concept per selected advertisement.

The guidelines for this task are found in Du Plooy (2001:240 or in Du Plooy 2009:276–277).

See Du Plooy (2009) tasks 5.10 and 5.11.

Refer to section 5.2.2 in the prescribed book where examples of these creative elements are
provided.

The guidelines plus our comments on the task which we undertook, are found in the study
guide, pages 158—160. You will notice that in the study guide we have divided the “approach”
into two separate elements, namely factual approach and emotional approach. That is why the
study guide lists ten creative elements.

16
 COM3706/101/3/2021

The eight creative concepts are one topic, and the main issue deals with that topic. Therefore,
only ONE main issue is to be formulated.

When explaining the creative concepts under Theoretical approach, you have to explain the
meaning of each creative concept in your own words. Each explanation must also be
substantiated with reference to an appropriate advertisement in which the creative concept
under discussion is illustrated. In other words, if you discuss and explain the creative concept of
benefit, you can refer to a convenience store advertising a gift voucher as an added bonus if a
particular cell phone contract is taken out with them.

Mark scheme with headings applicable to Assignment 01 (AND the portfolio)

Headings 1─9 (from MAIN ISSUE up to and including RESEARCH DESIGN) are applicable to
Assignment 01.

Please note:

Both Assignment 01 AND the portfolio have to be presented under the headings that are listed
in the mark scheme. This mark scheme will be used by lecturers when assessing Assignment
01 and portfolio. All of the aspects to be discussed for the assignment (headings 1─9) must be
in context of and relate to the research that you will do for the portfolio. Use the headings in bold
as headings in your table of contents. Each bulleted sentence requires enough information to
warrant five marks.

CRITERIA 0-5
MAIN ISSUE
Formulate the main issue with the 5 criteria required. Does the statement identify the
nature of study (research design), time dimension, action(s), issue, method(s)?
RESEARCH CRITERIA
How is your issue investigated relevant to communication? Why is your issue
researchable? What makes your research feasible and ethically acceptable?
EXTENT
Which publications and editions are used, where (geographical boundary) will
research be done; when will research be done and what is the nature of the time
dimension?
POPULATION
What are your target and accessible populations? List at least 4 population
characteristics that you will report on in your findings. What are the units of analysis in
your research?
ASSUMPTIONS and SUB-ISSUES
Formulate 4 assumptions and 4 related sub-issues based on relevant factors (eg
population characteristics and units of analysis). Ensure the sub-issues are aimed at
solving the main issue. Are your 4 assumptions appropriate, logically linked to sub-
issues and the main research issue?
GOAL and OBJECTIVES
Indicate what the nature of the goal is. Indicate the nature of the objectives. Explain
why and how your goal and objective(s) are related to your main issue.

17
 RESEARCH QUESTIONS
Formulate 4 RQs which are appropriate and related to your main issue. Are your
research questions linked to the goal, objectives, 4 assumptions and 4 sub-issues?
Do the research questions differ from the sub-issues?
THEORETICAL APPROACH
Have you explained each creative concept in your own words, and have you
provided examples of advertisements related to each concept explained?
RESEARCH DESIGN
Specify the nature of your research design (qualitative/quantitative or a
combination of both). Explain how the characteristics of (each) identified design in
Du Plooy (Sections 2.5.2 and 2.5.3) are applicable to your own research.

The following headings are applicable to the portfolio and need to be added
to your improved assignment BEFORE submitting the final portfolio for
assessment.
Your answers to the headings below have to relate to the actual research
done for the portfolio.

DATA-COLLECTION METHODS AND TECHNIQUES

 Specify your research method; discuss the method, and provide examples to
indicate how content analysis was done (what did you do?).
 Which level of measurement is applicable and why? List the creative concepts
to be analysed and described.
 What sampling method (for both the publications and advertisements) was
used? How was sampling done in both instances? (describe steps followed in
detail).
 What is the sample size drawn (of the publications and of the advertisements)?
Contextualise the sample sizes against your accessible populations
(publications and advertisements).
 How was data collected? Describe the data-collection procedures/techniques
applied in detail (steps followed).
DATA ANALYSIS
 How did you analyse the qualitative (and quantitative) data? Describe the
process(es) in detail.
 Can your study be replicated? Why/why not? (consider the size of samples and
sampling method).
 Describe how coding/tallying of data was done. Include a frequency table or
tally sheet, and explain what it contains or represents.

18
 COM3706/101/3/2021

FINDINGS
 What are the qualitative findings of your research/analyis related to each of
the advertisements and creative concepts in detail (provide evidence from
analysed advertisements). Describe characteristics of concepts identified in
detail.
 Answer your sub-issues, and provide evidence from analysed advertisements
in support of each claim or statement made.
 Include eight different advertisements; identify the advertisements and
institutions, or concerns, and acknowledge the sources. Include scanned (or
hard copies of) advertisements under this heading. (only advertisements
included = 1 mark). No detail = 1 mark only.
CONCLUSIONS
 Answer the research questions, provide evidence from analysed
advertisements in support of each research question’s answer.
 Formulate at least one conclusion based on research done.

Total rating …………..…. (max 110) / 22 = …………….. average x 18 ………..……(max 90%)

Technical:

Declaration……………. ToC ……………. Sources in text ……………….. Sources …………….

Other ………………..

Technical presentation ……………….. (max 5%)

Self-evaluation …………….. (max 5%)

FINAL PERCENTAGE …………………..

Please note:

 All scanned (or hard copies of) advertisements need to be included under the heading
FINDINGS where they are discussed (NOT at the back of the portfolio).

 If no sources are referred to in the assignment or portfolio, no mark will be awarded for
that aspect under technical presentation.

 The maximum length of the portfolio is 35 pages and 10MB (advertisements included).

19
Technical presentation and minimum criteria for the evaluation of your performance

Assignment 01 and the portfolio

Please note that you have to represent the Declaration exactly as found in CMNALLE/301 in the
front of both Assignment 01 and the portfolio.

This means you have to acknowledge CMNALLE/301 as a source, otherwise you commit
plagiarism.

Guidelines with regard to the technical aspects are found in CMNALLE/301.

The criteria applicable to the evaluation of your performance related to the technical
presentation are:

Technical presentation

 The assignment/portfolio contains a personal declaration that it is your own work.

 The table of contents corresponds with the numbering, headings and subheadings in the
assignment/portfolio. The correct numbering system is used (as in die study guide) — not
the alphabet, nor I, II, III, IV, nor (i), (ii), (iii).
 All sources consulted are cited in the list of sources consulted. The correct references
techniques are used. If no sources are used, no marks are awarded.
 The list of sources consulted is complete, alphabetical and sources are not numbered.
 Any other aspects related to the presentation of the assignment or tasks (eg appropriate
research terminology is used and presentation does not contain language, spelling or
typing errors, or personal types of address).

Self-assessment and self-reflection

Applicable to Assignment 01 and the portfolio

Assignment 01 AND the portfolio task each have to include a self-assessment and selfreflection
comprising of one-page in which you have to answer the following questions in terms of the
assignment and your research experience:

1 What have you learnt (what knowledge have you gained) by doing the portfolio task?
2 What skills, abilities and orientations (attitudes and values) have you accomplished?
3 Which strengths could you apply in your future life and work environment?
4 Which shortcomings do you need to address in future?
5 To what extent have you achieved the learning outcomes formulated for each study unit?
(List the learning outcomes which you have achieved. No marks are awarded if these
are not listed).

20
 COM3706/101/3/2021

ASSIGNMENT 02

SEMESTER 1

Work through the study material to do this assignment. Refer to Tutorial Letter CMNALLE/301
and revise the section dealing with multiple-choice questions to ensure you complete the mark-
reading sheet correctly. Also ensure that you have recorded the unique assignment number on
the mark-reading sheet.

QUESTIONS

Q1 The following item appears in a self-administered questionnaire. However, it contains a

problem or error that must be avoided. Do you agree with media specialists' views
about the negative impact on the freedom of speech that the new law will cause? Why
is the item problematic?

(1) It is a questionable assumption.

(2) It is a leading question.
(3) It is a double-barrelled question.
(4) It is an incomplete question.

Q2 The following item appears in a self-administered questionnaire. However, it contains a

problem or error that must be avoided. Which of channels of communication do you use
in your company?

Rank the following channels:

Written memos
Electronic mail
Bulletin boards
Telephone
Face-to-face meetings between two people

Why is the item problematic?

(1) The options are biased

(2) The instruction is incomplete
(3) It contains ambiguous language
(4) The question has one logical answer

Q3 To what does the term "register" applies in the context of reporting communication
research?

(1) Sampling method

(2) Language in the report
(3) Experimental design
(4) Type of questionnaire

21
Q4 Which type of survey amongst subscribers of an international magazine should you
anticipate that the responses would be limited to a realised sample that is conveniently
available and not a realised sample that is representative of the target population?

(1) Mail survey

(2) Computer-administered survey
(3) Group-administered survey
(4) Personal survey

Q5 When respondents in the context of mass communication .......... it serves as an

example of a self-report measurement, which you as a researcher analyse by means of
inductive reasoning.

(1) watch television

(2) read a magazine
(3) listen to the radio
(4) keep a diary

Q6 Which option refers to the application of two or more theories, types of sampling,
investigators, sources of data and/or data-collection methods?

(1) Use of triangulation

(2) Formulation of hypotheses
(3) Types of field observations
(4) Demarcation of an accessible population

Q7 A previous study found an inequality in numbers and unequal pay for women working as
editors and executives in print journalism. From an organisational communication
perspective, you want to replicate this study based on three national newspapers in
your country. How would you start your research?

(1) With a pre-post study

(2) With a content analysis
(3) With a survey
(4) With historical research

22
 COM3706/101/3/2021

Q8 The education department in your country wants to introduce English as a compulsory,

additional language. The department requests you to conduct a RE study of one
publication written specifically for grade 10 pupils. Which of the following statements
would apply to your research study when you apply the Flesch Readability Ease
formula?

(a) The units of analysis are individual grade 10 pupils.

(b) It is a longitudinal, panel study.
(c) You analyse, amongst others, human interest of descriptive words, headings,
colour and sentence construction.
(d) With an RE score of 40 you would recommend that the publication be
revised.

(1) a b
(2) a c
(3) b d
(4) c d

Q9 The term variable refers to any aspect of an organism, or of the environment, to which
different values can be ascribed such as age, gender, income, educational level, and so
forth. What describes a variable with a fixed set of values?

(1) Polytomous variable

(2) Dichotomous variable
(3) Discrete variable
(4) Continuous variable

Q10 What is an appreciation index?

(1) A method of research involving an in-depth study of a single unit.

(2) A quantifiable and examinable entity to determine truth or falsity of a matter.
(3) An instrument that measures entertainment gratification derived by television
viewers.
(4) A collection of data by a researcher who participates with the subject over an
extended period.

Q11 Which characteristic is furthest from describing a qualitative design?

(1) Exploratory and descriptive objectives.

(2) Usually deductive and mainly inductive reasoning.
(3) Descriptive and in-depth techniques to analyse data.
(4) Methods used to collect numerical and statistical data.

23
Q12 Which statement is true?

(1) The quantitative content analysis categories listed on a coding sheet must meet
the same requirements as nominal variables.
(2) The intensity of responses is measured when counting is used as a scoring
procedure, when tallying responses.
(3) Strata are determined by probability versus non-probability sampling.
(4) A cross-sectional time dimension is conventionally based on a quantitative
research design.

Q13 How many of the following statements is/are true?

(a) When applying scale scoring in a tally sheet you are applying a ranking
scale.
(b) Pre-coded categories will, among others, be determined by the research
problem or issue and the hypotheses or research questions.
(c) Categories used in a content analysis must be mutually exclusive and
exhaustive.
(d) The ordinal level of measurement is applied when you use scale scoring in a
tally sheet.

(1) One
(2) Two
(3) Three
(4) Four

Q14 Randomisation is an important requirement when you conduct research which is based
on … .

(1) a case study

(2) field observations
(3) a content analysis
(4) an experiment

Q15 Which scales/items/questions do the closed-ended items use in the self-administered

questionnaire that are conventionally applied to research the eight topic areas?

(1) Multiple-choice
(2) Likert
(3) Guttmann
(4) Thurstone

Q16 Which option refers to the utilisation of two or more investigators, sources of data, data-
collection methods, theories, and/or types of sampling?

(1) Process of operationalisation

(2) Distinction between different variables
(3) Manipulation of mapping
(4) Application of triangulation

24
 COM3706/101/3/2021

Q17 Complete the following statement by filling in the two spaces with the most appropriate
phrase/word(s):

One of the main reasons ………. is to ……….. .

(a) external validity is considered

(b) specify the research goal
(c) a relationship hypothesis is formulated
(d) predict outcomes
(e) research hypotheses are formulated
(f) investigate unknown sources
(g) inductive reasoning is used
(h) measure covariance

(1) a f
(2) e b
(3) g d
(4 c h

Q18 What is triangulation?

(1) Using two or more theories, types of sampling, investigators, sources of data and
data collection methods.
(2) An extent to which findings can be generalised.
(3) A method that seeks what influence the dependent variable.
(4) Choosing one research method over another.

Q19 Which statement best describes a public relations audit?

(1) It is a demarcation and description of external publics.

(2) It is a narrow focus on the means of and/or external communication.
(3) An analysis of the public relations communication functions of individuals and of
dyadic organisational networks.
(4) A study of the public relations position of an organisation from the perspectives of
internal and external publics.

Q20 How can internal publics be defined best within an organisation?

(1) Consumer publics that have a bearing on the products produced by a company.
(2) Groups of individuals found within and outside a particular organisation.
(3) Groups of individuals who are members of an organisation such as employees
and management.
(4) Shareholders and consumers whose lives revolve around the organisation.

25
ASSIGNMENT 02

SEMESTER 02

Q1 Which option is not true in guidelines to formulating a research problem?

(1) The problem can be formulated as an open-ended question.

(2) The open-ended question can be reformulated as a statement with reference to
method to be used.
(3) Dependent and independent variables should be specified if they are to be
researched.
(4) Ontological and epistemological assumptions should be compared.

Q2 During the initial stages of planning a survey in the context of organisational

communication you realise that you would be required to draw a simple random sample
because you want to draw a representative sample from the accessible population.
What would you have to compile or formulate to accomplish this?

(1) A sampling frame.

(2) Reasons why the study is feasible.
(3) Outcomes of a behavioural change strategy.
(4) Assumptions of the strategy of co-optation.

Q3 Where does the main difference between conducting qualitative versus quantitative
content analysis of the transcripts of responses recorded during focus-group interviews
lie as requirement(s) according to which qualitative analyses are reported?

(1) Numerical terms

(2) Descriptions of attributes
(3) Manifest meanings
(4) Generalisation to other focus groups

Q4 The following percentages represent the responses in a communication audit that you
conducted. The percentages refer to the amount of information respondents receive
now, compared with the amount of information they need to receive from others about
how they are being judged as individuals in their section. Which problem must be
addressed in your report of the audit?

(1) Information received now: little 85%; need to receive: enough 90%
(2) Information received now: none 90%; need to receive: none 90%
(3) Information received now: enough 96%; need to receive: little 5%
(4) Information received now: average 88%; need to receive: average 82%

26
 COM3706/101/3/2021

Q5 You are developing a conceptual (theoretical) model of the communication processes

that take place when the management of a specific organisation disseminates
messages to employees. Which statements apply to this scenario?

(a) The goal is basic research

(b) The objective is explanatory
(c) The goal is applied research
(d) The objective is descriptive
(e) Ecological fallacy

(1) c d
(2) b c
(3) a d
(4) d e

Q6 What would you conduct when researching the corporate identity of an organisation?

(1) A communication audit among the internal public.

(2) An analysis of impressions among the external publics.
(3) An analysis of visually perceptible characteristics.
(4) A survey with top management and employees.

Q7 A previous study found an inequality in numbers and unequal pay for women working as
producers and executives in television journalism. From an organisational
communications perspective, you want to replicate this study based on two national
television stations in your country. How would you start your research?

(1) A content analysis

(2) A survey
(3) Field research
(4) A pre-post study

Q8 What is one of the main ethical issues that you will have to consider in the study?

(1) Respecting the privacy and confidentiality of the respondents.

(2) Demarcating independent versus dependent variables.
(3) The choice of and the way in which hypotheses are formulated.
(4) Avoiding errors, such as the error of central tendency.

27
Q9 What does the open-experience form that follows each of the eight topic areas, contains
or addresses?

(a) Reflections on the previous topic area

(b) AIO measures
(c) Ordinal levels of measurements
(d) Open-ended and closed-ended items
(e) Ranking items and Likert scales
(f) Motivational interventions

(1) a b
(2) a d
(3) c d
(4) e f

Q10 Assume that you want to draw a stratified sample that represents the newly appointed
employees versus those who have been employed for five years or more, irrespective of
their occupational categories or that they work at one of the 11 branches. How many
strata would you distinguish?

(1) 11
(2) 5
(3) 3
(4) 2

Q11 Which one of the following is an example of an open-ended question which is

appropriately formulated (as an open-ended question)?

(1) “Which one of these three magazines offers you the best quality?”
(2) “Do you watch television news every evening?”
(3) “Do you agree that Takalani Sesame is an effective educational programme?”
(4) “Why do you prefer watching Egoli as a soap opera?”

Q12 Study the scenario described in the self-evaluation and portfolio Task 4.3 in the
prescribed book.

Which data-collection method would you use?

(1) Mail survey

(2) Group-administered survey
(3) Telephone survey (interviews)
(4) Personal survey (interviews)

28
 COM3706/101/3/2021

Q13 You are conducting advertising message research.

Which of the following statements are true and would therefore apply to such a study?

(a) Aided-recall techniques are used to measure consumers’ behaviour.

(b) An appeal in advertisements focuses on consumers’ desires and offers
solutions to their problems.
(c) Based on marker segmentation you divide the consumers into homogenous
sub-groups.
(d) Consumers’ awareness and recognition of an advertisement are independent
variables.
(e) In order to measure the effectiveness of an advertisement you apply a
pretest-post-test experimental design.

(1) a b c
(2) e b c
(3) b c d
(4) a d e

Q14 Study the scenario described in the self-evaluation and portfolio Task 6.1 in the
prescribed book.

Which statement applies to this scenario?

(1) It involves a survey among employees of the organisation.

(2) The goal of the study is basic research.
(3) The objective is explanatory research.
(4) The research method is a content analysis.

Q15 Study the scenario described in the self-evaluation and portfolio Task 6.2 in the
prescribed book.

Which of the following statements apply to the study described in this scenario?

(a) The data-collection methods include interview with internal role-players.

(b) The study involves a qualitative content analysis of artefacts.
(c) Four areas of research represent the substantive nature of the organisation
and are mutual exclusive.
(d) The findings of this study meet the requirements of ecological generalisability
with reference to other similar organisations.
(e) This study is based on triangulation.

(1) a b c
(2) e b a
(3) a c d
(4) c d e

29
Q16 Study the scenario described in the self-evaluation and portfolio Task 6.3 in the
prescribed book. The questions in your interview schedule commence with “Who?
What? When? Where? Why? How?”

Which statement applies to the scenario above?

(1) The objective is explanatory research.

(2) The research design is mainly qualitative.
(3) These are throw-away questions.
(4) The study entails concept testing.

Q17 Randomisation is an important requirement when you conduct research which is based
on … .

(1) case study

(2) field observations
(3) a content analysis
(4) an experiment

Q18 Previous research suggests that animation is an effective way in capturing young
children’s attention in educational television programmes. You want to explore and
describe whether and how frequently animation (such as animated drawings and
puppets) is actually applied by a specific television station’s educational television
programmes over a period of a year.

The measuring instrument that you would use in your study would be … .

(1) a moderator guide

(2) pre-coded content analysis categories
(3) a questionnaire with Likert scales
(4) an interview schedule with Thurstone scales

Study the following political and television scenario and answer the FIVE questions that follow.

A member of one of the opposition political parties in your country blames one of the national
television stations of broadcasting biased news programmes which favour the ruling political
party. You have been given the task of conducting research to confirm or reject the allegation.

Q19 The goal and objective of the study are … .

(1) applied and descriptive

(2) basic and explanatory
(3) applied an exploratory
(4) basic and explanatory

Q20 The ontological assumptions of your research are guided by the ………. theory.

(1) uses and gratifications

(2) stimulus response
(3) framing
(4) functionalist

30
 COM3706/101/3/2021

ASSIGNMENT 03

APPLICABLE TO BOTH SEMESTERS

As stated, Assignment 03 is the portfolio that replaces a written examination. The portfolio is a
report on the research which you have done on the topic as set for Assignment 01. It consists of
the detail that you provided in Assignment 01 PLUS the detail relating to data-collection, data
analysis, findings and the conclusions. That means all items on the mark scheme have to be
addressed in the portfolio, and all information provided needs to relate to the authentic research
that you have done in practice. Ensure that you submit all the documents required with the
portfolio as you will not be able to submit anything afterwards.

CRITERIA 0-5
1. MAIN ISSUE
Formulate the main issue with the 5 criteria required. Does the statement identify
the nature of study (research design), time dimension, action(s), issue, method(s)?
2. RESEARCH CRITERIA
How is your issue investigated relevant to communication? Why is your issue
researchable? What makes your research feasible and ethically acceptable?
3. EXTENT
Which publications and editions are used, where (geographical boundary) will
research be done?; when will research be done and what is the nature of the time
dimension?
4. POPULATION
What are your target and accessible populations? List at least 4 population
characteristics that you will report on in your findings. What are the units of
analysis in your research?
5. ASSUMPTIONS AND SUB-ISSUES
Formulate 4 assumptions and 4 related sub-issues based on relevant factors (eg
population characteristics and units of analysis). Ensure the sub-issues are aimed at
solving the main issue. Are your 4 assumptions appropriate, logically linked to sub-
issues and the main research issue?
6. GOAL AND OBJECTIVES
Indicate what the nature of the goal is. Indicate the nature of the objectives.
Explain why and how your goal and objective(s) are related to your main issue.
7. RESEARCH QUESTIONS
Formulate 4 RQs which are appropriate and related to your main issue. Are your
research questions linked to the goal, objectives, 4 assumptions and 4 sub-issues?
Do the research questions differ from the sub-issues?
8. THEORETICAL APPROACH
Have you explained each creative concept in your own words, and have you
provided examples of advertisements related to each concept explained?.
9. RESEARCH DESIGN
Specify the nature of your research design (qualitative/quantitative or a
combination of both). Explain how the characteristics of (each) identified design in
Du Plooy (Sections 2.5.2 and 2.5.3) are applicable to your own research.

31
 The following headings are applicable to the portfolio and need to be added
to your improved assignment BEFORE submitting the final portfolio for
assessment. Your answers to the headings below have to relate to the actual
research done for the portfolio.

10. DATA-COLLECTION METHODS AND TECHNIQUES

Specify your research method; discuss the method, and provide examples to
indicate how content analysis was done (what did you do?)
 Which level of measurement is applicable and why? List the creative concepts
to be analysed and described.
 What sampling method (for both the publications and advertisements) was
used? How was sampling done in both instances? (describe steps followed in
detail).
 What is the sample size drawn (of the publications and of the
advertisements)? Contextualise the sample sizes against your accessible
populations (publications and advertisements).
 How was data collected? Describe the data-collection procedures/techniques
applied in detail (steps followed).
11. DATA ANALYSIS
 How did you analyse the qualitative (and quantitative) data? Describe the
process(es) in detail.
 Can your study be replicated? Why/why not? (consider the size of samples
and sampling method).
 Describe how coding/tallying of data was done. Include a frequency table or
tally sheet, and explain what it contains or represents.
12. FINDINGS
 What are the qualitative findings of your research/analyis related to each of
the advertisements and creative concepts in detail (provide evidence from
analysed advertisements). Describe characteristics of concepts identified in
detail.
 Answer your sub-issues, and provide evidence from analysed advertisements in
support of each claim or statement made.
 Include eight different advertisements; identify the advertisements and
institutions, or concerns, and acknowledge the sources. Include scanned (or
hard copies of) advertisements under this heading. (only advertisements
included = 1 mark). No detail = 1 mark only
13. CONCLUSIONS
 Answer the research questions, provide evidence from analysed
advertisements in support of each research question’s answer.
 Formulate at least one conclusion based on research done.

Total rating ............... (max 110) / 22 = ............... average x 18 ............... (max 90%)

Technical:
Declaration ............... ToC ............... Sources in text ................ Sources ...............

Other ................

Technical presentation ............... (max 5%) Self-evaluation ............... (max 5%)

FINAL PERCENTAGE ...............

32
 COM3706/101/3/2021

8.7 Other assessment methods

There is no other assessment method for this module.

8.8 The examination

No venue-based examination is applicable. You have to submit a portfolio done according to the
mark scheme and requirements as stated in the study material.

9 FREQUENTLY ASKED QUESTIONS

Here are responses to issues and aspects that are frequently raised.

 Examination results

The mark required to pass the module, is 50% (that implies at least more than 62% in the
portfolio plus the semester mark). Examination results will be published on myUnisa as soon as
they are available. Once the portfolio has been marked, the marks have to be verified, signed
off by the dean, recorded on the system, and are then only released. Academics do not have
access to any of these processes and do not know when the marks are finalised. Direct all
enquiries regarding outstanding examination marks to the Examination section. Once you
submit Assignment 03, xx will be displayed in a column on myUnisa. This xx represents the
mark obtained for that assignment and the xx will be replaced by a mark ONLY once Unisa has
recorded and releases the examination marks. Your final mark can only be calculated once the
portfolio mark is available.

 Calculation of final mark

ONLY 80% of the mark obtained for the portfolio contributes to your final mark as 20% of the
mark obtained for Assignment 01 and 02 is added to calculate the final mark. This means if you
score 45% in the portfolio only 36% will be recorded for the portfolio. You HAVE TO score more
than 62% in the examination for the portfolio to pass the portfolio with 50%. Add to this your
semester mark and it provides your final mark for the module.

 What do I have to do if you have failed the examination, qualify for a supplementary
examination or have been identified as a FI student?

If you fail the module and qualify for a supplementary examination, your letter of results will
indicate Departmental requirement and there will be no further official communication between
the University and you in this regard. ALL the relevant detail needed to revise and improve the
portfolio is in the study material that you already possess. You have to revise and improve the
existing portfolio and hand it in before the next examination opportunity. The supplementary
examination is based on the same portfolio task as contained in this tutorial letter. You are
expected to make corrections and hand in an improved portfolio. Unisa lecturers cannot identify
the gaps and shortcomings (or tell you where you went wrong) in your portfolio. Use the copy of
the document that you submitted as Assignment 03 together with the mark scheme, guidelines
and the extensive feedback provided in tutorial letters or posted on myUnisa to make a
paragraph-by-paragraph comparison to determine the gaps in your portfolio and update or
correct the relevant sections. If you hand in the same portfolio without any improvements, you
will fail the supplementary examination as well.

33
If you qualify for a supplementary examination you have to send a draft of your revised and
improved first nine headings (with a message indicating why it is sent) to the module
coordinator shortly after receiving your examination results. We will then work through the
revised document with you in stages. This will enable us to comment on the document and
provide guidance to ensure that you pass the module. FI students are final-year students who
have only one or two modules left to graduate and who meet the requirements in terms of the
applicable policy. You cannot apply to become a FI student, Unisa identifies these students. FI
students also have to follow the above route if the module needs to be revised. FI and
supplementary students are entitled to individual attention from the module coordinator. As
stated before, it is your choice and Unisa can force nobody to take up this opportunity. If you
plan to contact the module coordinator for assistance after the examination, please ensure that
you do this immediately after the examination results have been released.

 Unethical demands made by students

It needs to be placed on record that students who fail have no right to demand that Unisa award
them marks to pass the module because they wish to register for Honours or claim that they did
exactly what was required in all the material provided and still failed the module. This is
exceptionally arrogant and unprofessional; least of all it is also immoral and unethical. The
minimum requirements of each module have to be met to be awarded the necessary marks.
Unisa as academic institution has to meet various HEQC and other requirements, the integrity
of our standards have to be maintained, and we have to ensure that our qualifications are
recognised throughout the world. Unisa also places a very high premium on honesty, integrity
and respect and we will ensure that these are never compromised. If you are serious about your
studies, make sure that you devote enough time to each module, meet the requirements, and
pass the subject first time around. Liaise and interact with us. That is why we are here. It
remains YOUR responsibility to approach the module coordinator well in advance of the next
examination opportunity if you require assistance and guidance.

 Inability to hand the portfolio in for examination

If you cannot hand the portfolio in for the examination contact the Examination section. The
department cannot grant permission for anything related to the examinations. Illness on the due
date does not qualify re-submission of the portfolio as it should have been done long before that
due date.

 Sub-minimum percentage in the examination

A mark of 50% is required to pass the module. The 40% sub-minimum applicable to the
examination means that if you score less than 40% in the portfolio, you fail the module and you
do not qualify for a supplementary examination.

 Has my assignment been received?

Check myUnisa to see whether a submitted assignment has been recorded on the system
(there will be a date in the Processed column). The mark that was allocated for an assignment
and the date on which the assignment was returned to you, will also be indicated on myUnisa. If
you do not have access to the internet, you will have to wait for the assignment to reach you via
normal mail.

34
 COM3706/101/3/2021

 myUnisa shows "Assignment cancelled"

Contact the Assignment section as soon as possible and determine why the assignment was
cancelled.

 Assignment marks are still outstanding

Ensure that the assignment was received by Unisa and enquire from the Assignment section.

 Assignment marks are not recorded on myUnisa

Please send an e-mail to the module coordinator with all the relevant detail.

 I have not received my assignment back yet

Once assignments have been marked and the marks have been recorded on the system, these
assignments are automatically sent back to students either electronically or via postal service.
We do NOT keep copies of assignments and cannot provide comment on why specific marks
were awarded. If information such as this is needed, you have to wait until you receive the
marked assignment back.

 I cannot start the portfolio without my marked assignment

Yes, you can.

You do NOT have to wait for the marked assignment with comment to start working on the
portfolio. You have to use your copy of the submitted assignment and make a comparison
against the tutorial letters provided. If you need help and assistance, contact the module
coordinator. It is recommended that you start this process as soon as possible to be able to
seek advice and assistance well in advance of the submission date. Once you get the marked
assignment and comments back, it is easier to then just make the changes where and if
necessary.

 Where can I direct my enquiries?

Use the brochure Study @ Unisa and have your module code and student number at hand. The
following information will also help directing enquiries to the correct section or department.

 [email protected] for general enquiries

 [email protected] for application and registration related enquiries (prospective and
registered students)
 [email protected] for assignment enquiries
 [email protected] for examination enquiries
 [email protected] for study material enquiries
 [email protected] for student account enquiries
 [email protected] for graduation enquiries
 [email protected] for assistance with myUnisa
 [email protected] for assistance with myLife email accounts

35
Remember that any e-mail sent to [email protected] requires ONLY your student number
in the subject field. If you experience problems with your password or access to this e-mail
address, please send an SMS to the relevant number of the myUnisa team and explain the
problem in detail.

Send an SMS to 32695 for more information on how to contact Unisa via SMS (only for students
in within the borders of South Africa). The student will receive an auto response SMS with the
various SMS options. This SMS will cost R1. Students can also SMS enquiries directly to
43578: for applications and registrations; 43584 for assignments; 43584 for examinations;
43579 for study material; 31954 for student accounts; and 43582 for myUnisa and myLife The
cost per SMS is 50c. The SMS number is only for students residing in South Africa. International
students are urged to use the e-mail address [email protected] or fax enquiries to
+27 (0)12 429 4150.

Prescribed books section

Telephone number: 012 429 4152

E-mail: [email protected]

10 SOURCES CONSULTED
Du Plooy, GM. 2009. Communication research: techniques, methods and applications. 2nd
Edition. Cape Town: Juta.

Du Plooy, T. 2001. Only study guide for COM3706: Communication Research. Pretoria:
University of South Africa.

11 IN CLOSING

Please bear in mind that this tutorial letter had to be written and finalised at least six months
before you registered for the module. There may be changes due to decisions taken after the
information in this tutorial letter was made available. In that event, we will announce these
changes on myUnisa, send you an SMS, and make the information available in tutorial letters.
If, however, you come across something that does not make sense, or you find clashes,
information that is not clear, or receive information causing confusion, please feel free to contact
a lecturer with such detail.

We wish you all the best with your studies in each semester. By ensuring that you did not
register for too many modules per semester and that you have enough time to devote to each
module, the battle to pass is already half won. If you stay focused and dedicated, you are bound
to enjoy the module and the research!

All the best!

THE COM3706 TEAM

36