CHAPTER 3

METHEDOLOGY

3.0.0 INTRODUCTION
The present chapter deals with the methodology adopted to conduct the study. It
deals with the sample of study, procedure of sample selection, the design of study,
procedure of data collection, tools and statistical techniques used to analyze the
data. It describe about the way the tools were developed to collect the data. The
detailed description is given in separate caption.

3.1.0 SAMPLE
The present study entitled as “Factors Associated with the Popularity of &TV
channel’’ was conducted on the age group 18 years and above. The sample
comprises of 156 randomly selected people from the indore.
Out of 156 respondents
 56% respondents were from below 25 years and rest 34% were from
above 25 years.
 48% were males and 52% were females.
 Residential background of the sample were 79.7% from urban area and
20.3% from rural area.
 3.2% were higher secondary, 39.9% were UG & 56.9% were PG.
 Profession of the sample were 59.5% student, 31.6% Service & 8.9% have
their own business.
 17.1% of respondent have income of Rs. more than 5 lakhs, 32.3%
respondents have income less than Rs. 5 lakhs and 50.6% of respondent
have no income.
 85.4% were single and 14.6% were married.

The detail description given in following tables:

 Table 3.1 Age wise distribution of sample

Age

Frequency Percent Valid Percent Cumulative Percent

Valid Upto 25 years 88 56.0 56.0 56.0
Above 25 years 70 44.0 44.0 100.0
Total 158 100.0 100.0

Chart Title

44% Upto 25 years

Above 25 years
56%

From the table no. 3.1, it is evident that 56% respondents were from below 25
years and rest 44% were from above 25 years. Hence it has been observed that the
respondents of age group upto 25 years are outnumbering the respondents of age
group of above 25 years by a minor difference.
 Table 3.2 Gender wise distribution of sample

Gender

Frequency Percent Valid Percent Cumulative Percent

Valid Male 76 48.1 48.1 48.1
Female 82 51.9 51.9 100
Total 158 100.0 100.0

48% Male
52% Female

From the table no. 3.1, it is evident that 52% of the respondent are females and
48% were males. Hence it has been observed that the female respondents are
outnumbering male by a marginal difference.
 Table 3.3 Profession wise distribution of sample

Profession

Frequency Percent Valid Percent Cumulative Percent

Valid Student 94 59.5 59.5 59.5
Service 50 31.6 31.6 91.1
Business 14 8.9 8.9 100

Total 158 100.0 100.0

Chart Title

9%

Student
32% Service

59% Business

From the above pie chart it is observed that out of 158 respondents, 59% are
students, 32% are doing Service, 9% are having their own business,.

Table 3.4 Residential area wise distribution of sample

 Residential Background

Frequency Percent Valid Percent Cumulative Percent

Valid Rural 126 79.7 79.7 79.7
Urban 32 20.3 20.3 100.0
Total 158 100.0 100.0

Chart Title

20%

Rural
Urban

80%

From the above chart it is evident that 20% of respondents belong to rural area
and 80% of respondents belong to urban area.

Table 3.5 Relation wise distribution of sample

 Marital Status

Frequency Percent Valid Percent Cumulative Percent

Valid Single 135 85.4 85.4 85.4
Married 23 14.6 14.6 100.0
Total 158 100.0

Chart Title

15%

Single
Married

85%

From this chart it is seen that 85% of the respondents are single, 15% are married.

Table 3.6 Educational wise distribution of sample

Educational Background
 Frequency Percent Valid Percent Cumulative Percent
Valid Higher Secondary 5 3.2 3.2 3.2
UG 63 39.9 39.9 43.1
PG 90 56.9 56.9 100
Total 158 100 100

Chart Title
3%

Higher Secondary
40%
UG
57% PG

From the above pie chart we observed that 3% respondent are 12th qualified, 40%
of respondents are UG, 57% are PG qualified.

Table 3.7 Family wise distribution of sample

Annual Income
 Frequency Percent Valid Percent Cumulative Percent
Valid Above 5 lakhs 27 17.1 17.1 17.1
Below 5 Lakhs 51 32.3 32.3 49.4
None 80 50.6 50.6 100
Total 150 100.0 100.0

Chart Title

17%

Above 5 lakhs
Below 5 Lakhs
51%
None
32%

From table 3.7, it is evident that 51% of respondents have no annual income, 32%
of respondents have below 5 lakhs and 17% of respondents have above 5 lakhs.

3.2.0 DESIGN AND PROCEDURE

 The present study was survey in nature.
  A questionnaire was made and a scale namley "Perception of viewers
towards the show Aaj ki raat hai zindagi" was used for data collection.
 150 respondents were selected randomly as sample.
 Data was collected online only.
 The data was collected in 23 days.

3.3.0 TOOLS
To measure demographic and media profile a questionnaire was developed by the
investigator. Questionnaire consisted of Demographic profile, Media profile and
Perception scale. There were 7 items in demographic profile and 13 items in
media profile. Therefore, there were 20 items in all in demographic and media
profiles. To measure the perception of the respondents towards "Perception of
viewers towards the show Aaj ki raat hai zindagi" a perception scale was
developed by the investigator. There were 27 items in the perception scale, which
divided in 6 categories, 1) Talk Show, 2) Content of the show, 3) Production &
promotion of the show, 4) Anchor/host of the show, 5) Guest of the show and 6)
Social reforms related to the show. There were 5 options against each statement.
These options were SA (Strongly Agree), A (Agree), UD (Undecided), D
(Disagree), SD (Strongly Disagree). The respondents were asked to read the
statement carefully and select the best suitable option. Content/Expert validity
was established for the scale.

3.4.0 ANALYSIS
Spss software was used to analyze data.
The data was analyzed with the help of
 Frequency Percentage.
 T-test.
 Chi Square.

CHAPTER 4
RESULT & INTERPRETATIONS
4.0.0 INTRODUCTION
The methodology of the chapter has been discussed in the previous chapter. The
results, their findings and their implication and their discussions are given in the
present chapter.

4.1.0 TABULAR REPRESENTATION OF MEDIA PROFILE

A questionnaire was prepared by the investigator according to which media habits
were observed of respondent. The data are analyzes with the frequency and
percentage.

4.1.1 OBJECTIVE
To map the media profile of viewers 13 items were developed by investigator &
data was collected through questionnaire & results were analyze by using
percentage and frequency value which are shown in tables given below.

4.1.2 TABLES BASED ON RESPONDENTS MEDIA ACCESS

Do you watch T.V.?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 146 97.3 98.0 98.0
No 3 2.0 2.0 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Above table shows that 97.3% of respondent watch TV, 2% of respondent do not
use TV and .7% didn't reply.

For how much time do you watch T.V.?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 hour 72 48.0 48.0 48.0
 2-3 hour 62 41.3 41.3 89.3
More than 3 hour 16 10.7 10.7 100.0
Total 150 100.0 100.0

Above table shows that 48% of respondent watching TV for 1 hour, 41.3% of
respondent watching TV for 2-3 hour and 10.7% of respondent watching TV for
more than 3 hour.

Do you watch talk shows?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 131 87.3 87.9 87.9
No 18 12.0 12.1 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Above table shows that 87.3% of respondent watch Talk Show, 12.1% of
respondent do not watch Talk Show and .7% of respondent didn't reply.

How many talk Shows are you watching?

Frequency Percent Valid Percent Cumulative Percent

Valid One 55 36.7 39.6 39.6
Two 47 31.3 33.8 73.4
More than two 37 24.7 26.6 100.0
Total 139 92.7 100.0
Missing System 11 7.3
Total 150 100.0

Above table shows that 36.7% of respondent watching only one Talk Show,
31.3% of respondent watching two Talk Show, 24.7% of respondent watchin
more than two Talk Show and 7.3% of respondent didn't reply.

Which Medium you prefer to watch it?

Frequency Percent Valid Percent Cumulative Percent

Valid T.V. 117 78.0 79.6 79.6
 Online 30 20.0 20.4 100.0
Total 147 98.0 100.0
Missing System 3 2.0
Total 150 100.0

Above table shows that 78% of respondent watching Talk Show on TV, 20% of
respondent watching Talk Show on Online and 2% of respondent didn't reply.

Which type of talk shows you like to watch?

Frequency Percent Valid Percent Cumulative Percent

Valid Social 51 34.0 35.2 35.2
Political 16 10.7 11.0 46.2
Issue based 21 14.0 14.5 60.7
Comedy 31 20.7 21.4 82.1
Interview 26 17.3 17.9 100.0
Total 145 96.7 100.0
Missing System 5 3.3
Total 150 100.0

Above table shows that 34% of respondent watching social talk show, 10.7% of
respondent watching political talk show, 14% of respondent watching issue based
talk show, 20.7% of respondent watching comedy talk show, 17.3% of respondent
watching interview type talk show and 3.3% of respondent didn't reply.

Do you ever watch talk shows that contain social message?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 138 92.0 93.2 93.2
No 10 6.7 6.8 100.0
Total 148 98.7 100.0
Missing System 2 1.3
Total 150 100.0
Above table shows that 92% of respondent watching Social talk show, 6.8% of
respondent never watching Social talk show on Online and 1.3% of respondent
didn't reply.

Do you have smart phone?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 145 96.7 97.3 97.3
No 4 2.7 2.7 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Above table shows that 96.7% of respondent using smart phone, 2.7% of
respondent not using smart phone and .7% of respondent didn't reply.

Do you use internet?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 143 95.3 96.0 96.0
No 6 4.0 4.0 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Above table shows that 95.3% of respondent using internet, 4% of respondent not
using internet and .7% of respondent didn't reply.

For how much time you use internet?

Frequency Percent Valid Percent Cumulative Percent

Valid 1 hour 30 20.0 20.5 20.5
2-3 hour 45 30.0 30.8 51.4
more than 3 hour 71 47.3 48.6 100.0
Total 146 97.3 100.0
Missing System 4 2.7
Total 150 100.0
Above table shows that 20% of respondent unsing internet for 1 hour, 30% of
respondent using internet for 2-3 hour, 47.3% of respondent using internet for
more than 3 hour and 2.7% of respondent didn't reply.

Do you watch talk shows on you tube?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 76 50.7 51.7 51.7
No 71 47.3 48.3 100.0
Total 147 98.0 100.0
Missing System 3 2.0
Total 150 100.0

Above table shows that 50.7% of respondent watch talk show on you tube, 47.3%
of respondent do not watch talk show on you tube and 2% of respondent didn't
reply.

Do you watch "Aaj ki raat hai zindagi"?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 104 69.3 69.8 69.8
No 45 30.0 30.2 100.0
Total 149 99.3 100.0
Missing System 1 .7
Total 150 100.0

Above table shows that 69.3% of respondent watch aaj ki raat hai zindagi, 30% of
respondent do not watch aaj ki raat hai zindagi and .7% of respondent didn't reply.

Do you watch "Satya mev jayate"?

Frequency Percent Valid Percent Cumulative Percent

Valid Yes 126 84.0 85.7 85.7
No 21 14.0 14.3 100.0
Total 147 98.0 100.0
Missing System 3 2.0
Total 150 100.0
Above table shows that 84% of respondent watch satya mev jayate, 14% of
respondent do not watch satya mev jayate and 2% of respondent didn't reply.

4.2.0 COMPARISON OF MALE AND FEMALE RESPONDENTS IN TERMS

OF OVERALL PERCEPTION AND ITS ASSOCIATED FACTORS
SEPARATLY FOR THE SHOW AAJ KI RAAT HAI ZINDAGI

Group Statistics

Gender N Mean Std. Deviation Std. Error Mean t-value

Talk_Show male 76 14.30 3.854 .442 .891

female 72 13.71 4.257 .502
Content male 78 17.45 4.424 .501 .807
female 72 18.10 5.400 .636
Production & Promotion male 77 14.66 4.122 .470 .259
female 72 14.85 4.574 .539
Anchor male 57 9.53 3.752 .497 1.026
female 57 10.23 3.546 .470
Guest male 72 12.24 3.762 .443 .013
female 66 12.23 3.976 .489
Social_Reforms male 72 12.46 3.592 .423 .524
female 65 12.11 4.243 .526
Total male 78 79.77 16.795 1.902 .203
female 72 80.39 20.532 2.420