MASS MEDIA RESEARCH SYLLABUS - UNIV OF MUMBAI

Program BAMMC                          Year SY BAMMC               Semester  IV

Course: MASS MEDIA RESEARCH                                         Paper (DSC-D3) CORE X           Course Code BAMMC MMR-404      Total Marks 100 (75:25)               Number of Lectures 48

Course outcome

• To introduce students to debates in Research approaches and equip them with tools to carry on research

• To understand the scope and techniques of media research, their utility and limitations

COURSE CODE COURSE NAME   BAMMC MMR-404    MASS MEDIA RESEARCH

Syllabus

MODULE I       Research In Media (12 lects)

Introduction to Mass Media and Research 

- Relevance, Scope of Mass Media Research 

- Role of research in the media

• Steps involved in the Research Process

• Qualitative and Quantitative Research

• Discovery of research problem, identifying dependent and independent variables, developing hypothesis

MODULE II Design (4 lects)

Research design

• Concept, types and uses

• Research Designs:

a) Exploratory

b) Descriptive and

c) Causal.

MODULE III Data Collection (18 Lects)

Data – collection methodology

a. Primary Data – Collection Methods

I. Depth interviews

II. Focus group

III. Surveys

IV. Observations

V. Experimentations

b. Secondary Data Collection Methods

c. Literature review

d. Designing Questionnaire and measurement techniques

            a. Types and basics of questionnaire

            b. Projective techniques

            c. Attitude measurement scales

e. Sampling process

f. Data Tabulation and Research report format

MODULE IV Content Analysis (5 lects)

Content analysis

a.Definition and uses

b. Quantitative and Qualitative approach

c. Steps in content analysis

d. Devising means of a quantification system

e. Limitations of content analysis

MODULE V Application Of Research (5 Lects)

a. Readership and Circulation survey

b. TRP

c. RRP

d. Audience Research

e. Exit Polls

f. Advertising Consumer Research

MODULE VI The Semiotics (4 Lects)

The Semiotics of the Mass Media

a. What is semiotics in media?

b. Why is semiotics important?

c. What are codes in semiotics?

d. Semiotics and media

Internal Assessment:  25 MARKS

Reference Books:

1. Research Methodology; Kothari: Wiley Eastern Ltd.

2. A Handbook Of Social Science Research: Dixon, Bouma, Atkinson OUP

3. Analysing Media Message: Reffe, Daniel; Lacy, Stephen And Fico, Frederick (1998); Lawrence Erlbaum associates.

4. Media Research Methods: Gunter, Brrie; (2000); Sage

5. Mass Media Research: Wimmer And Dominick

6. Milestones In Mass Communication: Research De Fleur