MASS MEDIA RESEARCH NOTES

 MODULE I       Research In Media 

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  Research design

• Concept, types and uses

• Research Designs:

a) Exploratory

b) Descriptive and

c) Causal.

MODULE III Data Collection 

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 (Mean median mode) and Research report format

MODULE IV Content Analysis 

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 

a. Readership and Circulation survey

b. TRP

c. RRP

d. Audience Research

e. Exit Polls

f. Advertising Consumer Research

MODULE VI The Semiotics 

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