Statistical analysis is one component that cannot be avoided in a quantitative research. Initial observations noted that students in higher education institution faced difficulty analysing quantitative data which were attributed to the confusions of various variable measurements. This paper aims to compare the outcomes of two approaches applied in enhancing the quality of teaching and learning statistics. 143 communication undergraduate students were involved as participants in this action research. They were divided into two groups, in which one experienced "group quiz" technique and the other went through the newly designed "challenge the challenger" technique. The effects of interventions given were measured from the students' cognitions of variable measurements before and after such interventions. The action taken is believed to play an important role in the effort to improve teaching and learning of variable measurements in quantitative research.