RELEVANCE, SCOPE OF MASS MEDIA RESEARCH

Relevance and scope of Mass Media Research 

What is Research? 

Research is a derivative of the French word 'Researche' which means quest, search, pursuit and search for truth. 

In simple words research 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. 

The purpose of research is to discover answers to questions or problems through the application of scientific procedures.

Objectives of Research 

• To gain familiarity with a phenomenon / recurring event / happening

• To portray accurately the characteristics of a particular individual, situation or a group 

• To test a hypothesis or a set of hypotheses

• To find out the cause of a phenomenon 

• To establish the cause and effect relationship between variable 

• To explore new ideas and thoughts 

• To experiment new methods of problem solving 

Scope of Mass Media Research

 • Find out about Target audience 

• Research aids in decision making. 

• Understand units of measurement or numbers: audience size, profits, or unit sales. 

• Process to reach the goal of getting the highest number (viewership): First find out what the people want (customers, audience, readers, etc.).  Then, give it to them Finally, 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 Research methods 

Research methods may be understood as all those methods/techniques that are used for conduction of research. Research techniques refer to the behaviour and instruments we use in performing research operations such as making observations, recording data, techniques of processing data and the like and Research methods refer to the behaviour and instruments used in selecting and constructing research technique. 

Research methodology 

Research methodology is a way or approach to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically.