MEDIA RESEARCH

NOTES UNIT 1
CONTENT INDEX
1. Define the research. Describe in brief different types of research.
2. Describe the process of research.
3. Compare quantitative and qualitative research.
4. Describe the scope of Media Research.

RESEARCH
Research is an attempt to discover what is not known or search for new knowledge. It is an
extension of existing knowledge and information with a new aspect.

 Research can be very informal or it can be formal.

 If it is informal, it is not scientific and procedural and with few specific plans.
 If it is formal, the researcher follows highly defined and exacting procedures.
 Both procedures can be good or bad, depending on the specific requirements of research
problem.
 The important thing for any researcher (formal research or informal research) to
understand is the correct approach to follow to ensure the best results.
 The primary purposes of basic research (as opposed to applied research) are
documentation, discovery, interpretation, or the research and development (R&D) of
methods and systems for the advancement of human knowledge.
 Approaches to research depend on epistemologies, which vary considerably both within
and
between humanities and sciences.
 There are several forms of research: scientific, humanities, artistic, economic, social,
business, marketing, practitioner research, life, technological, etc.
 The scientific study of research practices is known as meta-research.
 Research may be very broadly defined as systematic gathering of data and information
and its analysis for advancement of knowledge in any subject. Research attempts to find
answer intellectual and practical questions through application of systematic methods.

MEANING
The word research is derived from the Middle French "recherche", which means "to go
about
seeking", the term itself being derived from the Old French term "recerchier" a compound
word from "re-" + "cerchier", or "sercher", meaning 'search'. The earliest recorded use of the
term was in 1577.
French word "recherche"; Researche means quest, search, pursuit and search for truth. In
common dialect refers to a search for knowledge. It is a careful investigation or inquiry
especially through search for new facts in any branch of knowledge. It is systematized effort
to gain new knowledge.

DEFINITION

Research is a scientific and systematic search for various information about a specific topic.
It is just like a search for truth and knowledge. The English Dictionary meaning of Research
is “a careful investigation or inquiry especially through search for new facts in any branch of
knowledge.” Information about a subject can be collected by deliberate effort and it is
presented in a new form after analyzing thoroughly in research work.

According to Redman and Mory, “Research is a scientific and systematized effort to gain
new knowledge.”

OBJECTIVE

The main purpose of research is to discover answers to the meaningful questions through
scientific procedures and systematic attempt. The hidden truths which are not discovered yet
can easily come to

The main objectives of Research are

1. To gain familiarity or to achieve new insights into a phenomenon. This is known as

Exploratory or Formularize Research studies.

2. To describe the accurate characteristics of a particular individual, situation or a group.

This is known as Descriptive Research studies.

3. To determine the frequency with which something occurs or with which it is associated
with other things. This is known as Diagnostic Research studies.
4. To test a hypothesis of a causal relationship between variables. Such studies are known as
Hypothesis-testing Research studies.

CHARACTERISTICS OF RESEARCH

1. Research is directed towards the solution of a problem.

2. Research gathers new knowledge or data from primary sources.

3. Research is based upon observable experience or experimental evidence.

4. Research is logical and objective, applying every possible test to verify the data collected
and the procedures employed.

5. Research is expert, systematic and accurate investigation.

6. Research demands accurate observation and description.

7. Research requires patience and courage. The researcher should courageously face the

unpleasant consequences of his finding if any.

8. Research is highly purposive. It deals with a significant problem which must be solved.

9. Research is carefully recorded and reported. Everything must be carefully defined and

described in detail.

 Research activity is characterized by carefully designed procedures which are to be

analyzed thoroughly.

TYPE OF RESEARCH

Research is about using established methods to investigate a problem or question in detail

with the aim of generating new knowledge about it.

It is a vital tool for scientific advancement because it allows researchers to prove or refute
hypotheses based on clearly defined parameters, environments and assumptions. Due to this,
it enables us to confidently contribute to knowledge as it allows research to be verified and
replicated.

There are many types of research, but there are mainly four types.
1-Academic Research
2-Applied Research
3-Market Research
4- Psephological Research

ACADEMIC RESEARCH –

Academic research involves a thorough investigation into what is known about a given topic.
In most cases, you will be required to examine and analyze scholarly sources when
completing your assignments (unless otherwise indicated by your instructor).

Academic Research is defined as a “Systematic investigation into a problem or situation,

where the intention is to identify facts and/or opinions that will assist in solving the problem
or dealing with the situation”.

Academic research is focused primarily on making new discoveries for the scientific
community. Professional research is geared more towards solving a specific problem for an
organization, often a business, or its customers.

Academic research involves a thorough investigation into what is known about a given topic.

Academic research is focused primarily on making new discoveries for the community.

APPLIED RESEARCH

It is also called as Professional Research Seeks to find solutions to instant problems and
issues.

Applied research refers to scientific study and research that seeks to solve practical
problems. This type of research plays an important role in solving everyday problems that
often have an impact on life, work, health, and overall well-being.

Applied research is primarily defined by its focus on providing a practical solution to a

defined problem while basic research is primarily defined by its focus on expanding
knowledge. In other words, basic research is theory-oriented, applied research is practical-
oriented.

Example: Applied research to find a cure to a disease. Applied research to improve

agricultural solutions. Applied research to test new lab equipment.

-A study on how to improve illiteracy in teenagers.

MARKET RESEARCH

Market research, also known as "marketing research," is the process of determining the
viability of a new service or product through research conducted directly with potential

customers. Market research allows a company to discover the target market and get opinions
and other feedback from consumers about their interest in the product or service.

This type of research can be conducted in-house, by the company itself, or by a third-party
company that specializes in market research. It can be done through surveys, product testing,
and focus groups. Test subjects are usually compensated with product samples or paid a
small stipend for their time. Market research is a critical component in the research and
development (R&D) of a new product or service

 Market research is a combination of primary information—information gathered directly

or secondary information, which is information an outside entity has already gathered.

PSEPHOLOGICAL RESEARCH

This if the scientific study of elections. Psephology is related to political forecasting.

Psephology uses historical precinct voting data, public opinion polls, campaign finance
information and similar statistical data.

Psephology drive from Greek psephos, 'pebble' or political analysis is a branch of political

science, the "quantitative analysis of elections and balloting". As such, psephology attempts
to explain elections using the scientific method. Psephology is related to political
forecasting. Psephology uses historical precinct voting data, public opinion polls, campaign
finance information and similar statistical data. The term was coined in 1948 in the United
Kingdom by W. F. R. Hardie (1902–1990) after he was asked by his friend R. B. McCallum
for a word to describe the study of elections; first written use in 1952. Social choice theory is
a different field of study that studies voting from a mathematical perspective.

India is a democratic country. Elections are held here from time to time. Elections are held
here almost every year. It also has exit polls, pre poll surveys. Those who do this work are
called election analysts or sepologists.
Psephology from Greek, word psephos or political analysis is a branch of political science,
the "quantitative analysis of elections and balloting".

Now, the media’s obsession with political forecasting has shifted to electoral prophecy.

OTHER TYPES OF RESEARCH

Descriptive Research: - It includes surveys and fact-finding inquiries of different kinds. The
major purpose of descriptive research is a description of the state of affairs as it exists at
present. The main characteristic of this method is that the researcher has no control over the
variables, he can only report what has happened or what is happening.

Analytical Research: - In analytical research, the research has used facts or information
already available and analyzes these to make a critical evaluation of the material.

Empirical Research: - It realizes on experience or observation alone, often without due

regard for system and theory. It is data-based research, coming up with conclusions that are
capable of being verified by observation or experiment. In such research, the researcher must
first provide himself with a working hypothesis or guess as to the probable results.

Conceptual Research: - It is related to some abstract ideas or theories. It is generally used

by philosophers and thinkers to develop new concepts or to reinterpret existing ones.

Exploratory Research: - It examines what is already known about a topic and what
additional information may be relevant. It rarely answers a specific question but instead
presents the foundational knowledge of a subject as a precursor to further research.

Explanatory Research: - Also known as causal research is also conducted to ascertain the
extent and type of cause-effect relationships. It is conducted to evaluate effects of specific
changes on existing norms, various processes etc.

Historical Research: - It explores and explains the meanings, phases and traits of a
phenomena or process at a certain phase of time in the past; historical research is a research
strategy from the research of history.

Diagnostic Research: - Its studies define the characteristics of a particular individual, or of a

group. Researcher defines what he or she wants to measure and finds adequate methods for
measuring it along with a clear description of ‘population. Aim is to obtain complete and
accurate information. And the researcher plans the procedure carefully.

Action Research: - A systematic inquiry for improving and/or honing researchers’ actions.
Researchers find it an empowering experience. It has a positive result for various reasons;
most important it is pertinent to the research participants.

Research is a careful consideration

of study regarding a particular
concern or problem using
scientific methods. The advanced
learner’s Dictionary of current
English lays down the meaning
of research as ‘a careful
investigation or inquiry specially to
research for new facts in any branch
of knowledge”. So research is a
purposeful investigation.
PROCESS OF RESEARCH
 The research process involves identifying, locating, assessing, and analyzing the
information you need to support your research question, and then developing and
expressing your ideas. These are the same skills you need any time you write a report,
proposal, or put together a presentation.
 Library research involves the step-by-step process used to gather information in order to
write your paper, create a presentation, or complete a project.
 As you progress from one step to the next, it is often necessary to rethink, revise, add
additional material or even adjust your topic.
 Much will depend on what you discover during your research.

STEP 1: IDENTIFY THE PROBLEM

 The first step in the process is to identify a problem or develop a research question.
 The research problem may be something the agency identifies as a problem, some
knowledge or information that is needed by the agency, or the desire to identify a
recreation trend nationally.

STEP 2: REVIEW THE LITERATURE

 Now that the problem has been identified, the researcher must learn more about the topic
under investigation.
 To do this, the researcher must review the literature related to the research problem.
 This step provides foundational knowledge about the problem area.
 The review of literature also educates the researcher about what studies have been
conducted in the past, how these studies were conducted, and the conclusions in the
problem area.

STEP 3: CLARIFY THE PROBLEM

 Many times, the initial problem identified in the first step of the process is too large or
broad in scope.
 In step 3 of the process, the researcher clarifies the problem and narrows the scope of the
study.
 This can only be done after the literature has been reviewed.
 The knowledge gained through the review of literature guides the researcher in clarifying
and narrowing the research project
STEP 4: CLEARLY DEFINE TERMS AND CONCEPTS
 Terms and concepts are words or phrases used in the purpose statement of the study or
the description of the study.
 These items need to be specifically defined as they apply to the study.
 Terms or concepts often have different definitions depending on who is reading the study.
To minimize confusion about what the terms and phrases mean, the researcher must
specifically define them for the study

STEP 5: DEFINE THE POPULATION

 Research projects can focus on a specific group of people, facilities, park development,
employee evaluations, programs, financial status, marketing efforts, or the integration of
technology into the operations.
 For example, if a researcher wants to examine a specific group of people in the
community, the study could examine a specific age group, males or females, people
living in a specific geographic area, or a specific ethnic group.
 In research terms, the group to involve in the study is always called the population.
 Defining the population assists the researcher in several ways.
 First, it narrows the scope of the study from a very large population to one that is
manageable.
 Second, the population identifies the group that the researcher's efforts will be focused on
within the study.
 This helps ensure that the researcher stays on the right path during the study.
 Finally, by defining the population, the researcher identifies the group that the results will
apply to at the conclusion of the study.

STEP 6: DEVELOP THE INSTRUMENTATION PLAN

 The plan for the study is referred to as the instrumentation plan.
 The instrumentation plan serves as the road map for the entire study, specifying who will
participate in the study; how, when, and where data will be collected; and the content of
the program.
 The instrumentation plan specifies all the steps that must be completed for the study.
 This ensure that the programmer has carefully thought through all these decision and that
she provides a step-by-step plan to be followed in the study.

STEP 7: COLLECT DATA

 Once the instrumentation plan is completed, the actual study begins with the collection of
data.
 The collection of data is a critical step in providing the information needed to answer the
research question.
 Every study includes the collection of some type of data—whether it is from the literature
or from subjects—to answer the research question.
 Data can be collected in the form of words on a survey, with a questionnaire, through
observations, or from the literature.
 The researcher collects these data at the first session and at the last session of the
program.
 These two sets of data are necessary to determine the effect of the program.
 Once the data are collected on the variables, the researcher is ready to move to the final
step of the process, which is the data analysis.

STEP 8: ANALYZE THE DATA

 The researcher finally has data to analyze so that the research question can be answered.
 In the instrumentation plan, the researcher specified how the data will be analyzed.
 The researcher now analyzes the data according to the plan.
 The results of this analysis are then reviewed and summarized in a manner directly
related to the research questions.
 Then, the data will be analyzed to determine if the differences are statistically significant.
 If the differences are statistically significant, the study validates the theory that was the
focus of the study.
As you have probably concluded, conducting studies using the eight steps of the scientific
research process requires you to dedicate time and effort to the planning process. You
cannot conduct a study using the scientific research process when time is limited or the study
is done at the last minute. Researchers who do this conduct studies that result in either false
conclusions or conclusions that are not of any value to the organization.

9. CRITERIA OF GOOD
RESEARCH
Whatever may be the types of
research works and studies, one
thing that is important is that they
all
meet on the common ground of
scientific method employed by them.
One expects scientific research to
satisfy the following criteria:
1. The purpose of the research
should be clearly defined and
common concepts be used.
2. The research procedure used
should be described in sufficient
detail to permit another researcher
to repeat the research for further
advancement, keeping the continuity
of what has already been
attained.
3. The procedural design of the
research should be carefully
planned to yield results that are as
objective as possible.
4. The researcher should report with
complete frankness, flaws in
procedural design and estimate
their effects upon the findings.
5. The analysis of data should be
sufficiently adequate to reveal its
significance and the methods of
analysis used should be appropriate.
The validity and reliability of the data
should be checked
carefully.
6. Conclusions should be confined
to those justified by the data of the
research and limited to those
for which the data provide an
adequate basis.
7. Greater confidence in research
is warranted if the researcher is
experienced, has a good
reputation in research and is a person
of integrity.
CRITERIA OF GOOD RESEARCH
Whatever may be the types of research works and studies, one thing that is important is the
they all meet on the common ground of scientific method employed by them. One expects
scientific research to satisfy the following criteria:
1. The purpose of the research should be clearly defined and common concepts be used.
2. The research procedure used should be described in sufficient detail to permit another
researcher to repeat the research for further advancement, keeping the continuity of what has
already been attained.
3. The procedural design of the research should be carefully planned to yield results that are
as objective as possible.
4. The researcher should report with complete frankness, flaws in procedural design and
estimate their effects upon the findings.
5. The analysis of data should be sufficiently adequate to reveal its significance and the
methods of analysis used should be appropriate. The validity and reliability of the data
should be checked carefully.
6. Conclusions should be confined to those justified by the data of the research and limited to
those for which the data provide an adequate basis.
7. Greater confidence in research is warranted if the researcher is experienced, has a good
reputation in research and is a person of integrity.

In other words, we can state the qualities of a good research as under:

1. Good research is systematic: It means that research is structured with specified steps to be
taken in a specified sequence in accordance with the well-defined set of rules.
2. Good research is logical: This implies that research is guided by the rules of logical
reasoning and the logical process of induction and deduction are of great value in carrying
out research. Induction is the process of reasoning from a part to the whole whereas
deduction is the process of reasoning from some premise to a conclusion which follows from
that very premise.
3. Good research is empirical: It implies that research is related basically to one or more
aspects of a real situation and deals with concrete data that provides a basis for external
validity to research results.
4. Good research is replicable: This characteristic allows research results to be verified by
replicating the study and thereby building a sound basis for decisions.

QUALITATIVE AND QUANTITATIVE RESEARCH

In any form of research, you will be required to either count things and/or talk to people. We
can broadly classify research methods using this distinction. These two types of research
method and their output data are classified as:
Quantitative - Quantitative research is expressed in numbers and graphs. It is used to test or
confirm theories and assumptions. This type of research can be used to establish
generalizable facts about a topic.
Common quantitative methods include experiments, observations recorded as numbers, and
surveys with closed-ended questions.
Qualitative – Qualitative research is expressed in words. It is used to understand concepts,
thoughts or experiences. This type of research enables you to gather in-depth insights on
topics that are not well understood.
Common qualitative methods include interviews with open-ended questions, observations
described in words, and literature reviews that explore concepts and theories.

The following table provides a breakdown of the key features of each of these categorization
of research method and data.
QUANTITATIVE QUALITATIVE
AIM The aim is to count things in The aim is a complete,
an attempt to explain what is detailed
observed description of what is
observed.
PURPOSE Generalizability, prediction, Contextualization,
causal interpretation,
explanations understanding perspectives
TOOLS Researcher uses tools, such Researcher is the data
as gathering
surveys, to collect numerical instrument
data
DATA COLLECTION Structured Unstructured
OUTPUT Data is in the form of Data is in the form of words,
numbers and pictures or
statistics objects.
SAMPLE Usually, a large number of Usually, a small number of
cases representing the nonrepresentative cases.
population Respondents selected on
of interest. Randomly their experience
selected respondents
OBJECTIVE/SUBJECTIVE Objective – seeks precise Subjective - individuals’
measurement & analysis interpretation of events is
important
RESEARCHER ROLE Researcher tends to remain Researcher tends to become
objectively separated from subjectively immersed in the
the subject matter. subject matter
ANALYSIS Statistical Interpretive
 RESPONDENT Requires many respondents Requires few respondents

QUESTIONS Closed (multiple choice) Open-ended questions

questions

When to use qualitative vs. quantitative research

A rule of thumb for deciding whether to use qualitative or quantitative data is:
 Use quantitative research if you want to confirm or test something (a theory or
hypothesis)
 Use qualitative research if you want to understand something (concepts, thoughts,
experiences)

MEDIA RESEARCH
The topic of mass media research has seen constant evolution over the past few years. Mass
media research is the study of information obtained from any form of mass communication.
The process through which data from social media is analyzed through qualitative and
quantitative research for easier interpretation by the audience is referred to as social media
research. Social media research involves the use of tools and various data extraction
techniques. Today, researchers use advanced social listening and audience intelligence tools
to aggregate data on specific topics, events, news, blogs, and other forums.

MEANING

Media Research is the study of the effects of the different mass media on social,
psychological and physical aspects. Research segments the people based on what television
programs they watch, radio they listen, media they access and magazines they read.

It is also called "Audience Research". It provides information popularity & regarding

effectiveness of the each advertising medium & the comparative position of the cost of
advertising in each medium. This facilitates the selection of the most suitable media mix for
the benefit of the advertiser.

It includes achievements and effects of media and a study about the development of media.
Newspapers, magazines, radio, TV, Cinema or other mass media analysis and collection of
information’s. It helps to understand the ways in which media can meet the needs of the
audience. Whether it can provide information and entertainment to more and different types
of people. New technological improvements that helps to improve or enhance the medium.
Thus in order to deal with social and political issues insightfully, management and regulation
of media is needed. Unbiased evaluation of data can be achieved through media research.

SCOPE OF MASS MEDIA RESEARCH

• Find out about Target audience
• Research thus aids decision making.
• Understand numbers: audience size, profits, or unit sales.
• three-step process to reach the goal of getting the highest number:
1. Find out what the people want (customers, audience, readers, etc.
2.Give it to them
3. Tell them that you gave it to them
In mass media, research is an important criterion of decision making regardless of the media
–print, broadcast, outdoor, etc.
Use of Research in different media forms:
• Electronic Media
• Print Media
• Advertising and Public Relations
• Internet