- Measurements can be undertaken by very simle means.
- Ability to supply some objective answers.
- Reliable, verifiable, so that other researchers could repeat the test
and arrive at same conclusions.
- Systematic - same set of criteria should be applied to all the data
under examination.
- Allows us to treat qualitative data in quantitative terms
- Something more than individual and impressionistic interpretation.
- Can relate information to the larger universe and detect patterns
of similarities and differences.
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- Inadequate for measurement of meaning - meaning cannot be captured
when communication is broken down into discrete categories of form and
content. Measurements would give no indication of the quality of comment.
- Danger of ignoring the role of form, technique and the medium of representation.
- Too much emphasis on repeatability of signs and too little of their
significance for the audience.
- Restricted range of application - it can only deal with manifest content,
that is, the surface or denotative level of messages.
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