MCOM 306: Research Methodology

Source: Introduction to Mass Media by Roger D. Wimmer &

Joseph R. Dominick
Chapter 01

Anam Muzamill
 Classifications of Research

Methodology Wise: Quantitative, Qualitative

Sector Wise: Academic, Private
Nature Wise: Descriptive, Analytical, Interpretative
Philosophy Wise: Positivism, Interpretativism, Critical
 Academic and Private Research
1-Purpose
Academic Research: to cater overall trends, effects, influence, societal, cultural effects
Private Research: Conducted by non-governmental companies, intend to facilitate a decision
2-Ownership
Academic: Public
Private: Propriety data, property of sponsoring agency
3-Time-Frame
Academic: Time Bound
Private: Time Bound
4-Cost
Academic: Academic Institution, Commissions, Grant Schemes, Funding Agency
Private: Industry, Organization, Companies, Associations
Introduction to Mass Media Research
The Medium Itself: What is it, how does it work, services, access,
difference, cost
Uses and Users of Medium: How and Why people are using it,
Primary purpose
Effects of Medium: Socio-Cultural, Economic and Psychological
Impact
How Medium can be improved: Policies and Innovations
 Primary and Secondary Data Research
Primary Data: Understanding research design, employing method,
collecting data and providing analysis

Secondary Data: Using existing data, Internet, Archive Data,

Research Summaries
 Process of Research
1. Steps in the Development of a Research Project
2. Selection of problem
3. Review of existing research and theory
4. Statement of hypothesis or research question
5. Determination of appropriate methodology and research design
6. Data collection
7. Analysis and interpretation of data
8. Presentation of results
9. Recommendations
 A researcher decides to do research and tries to investigate travel efficiency for that he
intends to calculate the travel time and fuel expense it takes to travel from one point of
the city to the other.
He proceeds by looking already available data about different routes of the city, time
estimated, less populous/ congested areas and fuel consumption.
He chooses to do a route survey to investigate?
After conducting research he found out that initial assumptions are not valid anymore, it
doesnt matter what enter or exit time is, routes will be busy as usual but exceptions are
there. As far as public preference is concerned they prefer to have shorter routes that
take less time and fuel but at school time they like to take longer routes to avoid traffic.
Researcher further compares the situation of traffic 10 years before and now, increased
economic activity and its impact on increased number of vehicles and growth of
population.
He further proposes authorities should expand road, develop business centers and
schools in different areas to saturate concentration, Make signal free roads, and change
in school of office timing.