MASS MEDIA RESEARCH | NEP 2020 | SYBAMMC | CLASS NOTES

Module 1: Foundations of Mass Media Research 

 1. Introduction to Mass Media Research 

 2. Relevance, scope, and role of research in media industries 

 3. Steps in the research process 

 4. Qualitative vs. Quantitative research approaches 

 5. Identifying research problems 

 6. Variables: Independent & Dependent 

 7. Hypothesis development and significance 

 Module 2: Research Design and Data Collection Techniques  

1. Understanding research design: Concepts, types, and uses  

Exploratory,

Descriptive, and 

Causal research designs 

2. Primary data collection methods:  Focus Groups, Depth Interviews, Surveys, Observations, Experiments 

3. Secondary data:  Literature review and document analysis 

4. Designing effective questionnaires  Types, measurement techniques, projective techniques 

5. Attitude measurement scales 

6. Sampling techniques and procedures 

Module 3: Data Analysis & Interpretation 

1. Introduction to content analysis: Definition, uses, limitations 

2. Quantitative vs. Qualitative content analysis

3. Steps in conducting content analysis 

4. Creating coding categories and quantification systems 

5. Data tabulation, interpretation, and visualization basics 

6. Structure and format of a research report 

Module 4: Applications and emerging research perspectives 

 1. Application of research in media contexts:  Readership & Circulation surveys  Television Rating Points (TRP), Radio Rating Points (RRP)  Audience and media consumption research  Exit polls and media influence  Advertising and consumer behavior research 

2. Introduction to Semiotics in Media Research:  What is semiotics?  Importance of semiotics in media studies  Media codes, signs, and symbols  Semiotics as a tool for media interpretation