BIBASWAN MOHANTYB.Sc. (Ag)

2011-2015

MEDIA RESEARCH

Is not merely Collection of information and facts Reassembling of information Work based on mysterious theory An effective way to get attention and

credibility.Media research is systematic, scientific and

logical procedure which aims to discover new or verify information or analyze their cause and effect of relationship. It facilitate in discovery new knowledge, concept and theories.

BASIC STEPS IN RESEARCH PROCESS

1. Study the situation2. Identification of the problem3. Development of objectives4. Formation of hypothesis5. Reviewing of relevant literature6. Deciding the research design Exploratory Descriptive Experimental

BASIC STEPS IN RESEARCH PROCESS

7. Collection of data Tools are interview, questionnaire,

schedule etc.8. Data analysis Statistical techniques Tests and Scales9. Finding the results10.Policy implications and conclusions

APPROACHES TO RESEARCH1. Historical2. Anthropological3. Experimental4. Psychological5. Sociological Above approaches can use

qualitative, quantitative and mixed methodologies

PROCESS, EFFECT AND IMPACT RESEARCHPROCES

S EFFECT IMPACT

Treatment of message

Simplification of message

contentContent of

message as per channel

used

Change in knowledge,

skill and attitude in short term

Long term effect on

audience in terms of

change in knowledge,

skill and attitude

MEDIA RESEARCH DESIGN “Research design is the arrangement of

conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.”

It consist of three stages:1. Observational- methods and tools2. Statistical- sampling, methodology and

tests3. Operational- execution

TYPES OF MEDIA RESEARCH DESIGN Experimental: Ex-post facto, Panel

studies & Quasi- experimental Exploratory Descriptive Longitudinal and Horizontal Simulation Studies

FORMULATION OF MEDIA RESEARCH TOPIC

Finding Media Research QuestionDevelopment of Media Research

TopicSelection of Media Research Topic

Defining the Media Research Topic

Deciding the Media Research TopicFinalizing the title Media Research

Topic

FINDING MEDIA RESEARCH QUESTIONS

CHARACTERISTICS OF A GOOD MEDIA RESEARCH TITLE

a. Briefb. Specificc. Reflects the research topicd. Sharply focusede. Properly wordedf. Meaningfulg. No ambiguity

DEVELOPING OF MEDIA RESEARCH OBJECTIVES Objectives of the media research are

designed to understand the directions through which the research topic will be studied.

The objectives help in shaping the research design.

Acts as a guide for analyzing the inferences and helps in report writing.

DEVELOPING HYPOTHESES “A hypothesis is statement of assumption

made in relation to research study to test it in terms of truthfulness or not.”

A good hypothesis is:-a. Clearly defines the assumptions with all

operational definitionsb. Should be brief and requires limited

assumptions and conditions to testify itc. Explaining an expected relationship

between the variables.

METHODS OF HYPOTHESIS TESTING

1. Parametric test Z-test X² test F-test t-test2. Non-parametric test

These tests are based on the measurement equivalent to at least an interval scale

IDENTIFICATION OF VARIABLES Variables is a characteristics which can

be measured or manipulated. Types of Variables:-

a. Dependent Variable: A variable which is dependent on other variable.

b. Independent Variables: A variable that is not dependent on any other variable.

e.g. The income is independent but richness depends on the income.

TYPES OF MEDIA RESEARCH METHODS

1. Census2. Case study3. Content analysis4. Focused group study5. Survey6. Observation7. Interviews8. Discussions

CONTENT ANALYSIS Is a method to determine the content of

written, visual and spoken communication. It is a systematic and objective analysis based on empirical data, quantitative and qualitative variables.

The content analysis is basically quantitative.

Content analysis will be qualitative if it deals with qualitative characteristics of the information level attitudes and values etc.

STEPS OF CONTENT ANALYSIS1. The research question2. Identification of source3. Formulation of objectives and hypothesis4. Definition of universe5. Sampling6. Categorization7. Units of analysis8. Coding9. Methods of Analysis(statistical)10. Inferences and interpretation11.Suggestions and implications

MEDIA RESEARCH TOOLS

Instruments used by the researcher to collect the information such as Schedule and Questionnaire.

Scheduling : is the form containing blank tables and fill in the blanks by the investigator after getting information from the respondent

Questionnaire : Is a set of questions to be answered by the respondent himself/herself.

PROCESSING OF COLLECTED DATA A processing plan of coding, classification

and tabulation. It helps in properly analyzing the collected data in an organized manner.

Coding of data is checked and editing the data sheets and recording in categories.

Classification is a method of distributing data in groups or classes as per research design.

Tabulation is arranging data in forms of table i.e. a systematic organization of data in columns and rows.

DATA EDITING

It is an activity aimed at detecting and connecting errors in data.

The errors may arise during encoding and decoding from collected data.

Edit type refers to the actual nature of edits applied to data during input or output processing.

TYPES OF DATA EDITING

1. Validation edits : To check the validity of classificatory items.

2. Logical edits : Ensure that two or more data items do not contradict.

3. Range edits : Identify whether data item value falls in range.

4. Variance edits : Involves looking for high variances at output stages.

CODING OF DATA

Means providing an identification label.

After editing the data the answers of the questions are put in meaningful categories which will help to observe the pattern.

Researcher must prepare a coding frame for each question separately.

CLASSIFICATION OF DATA A method of distributing data in

groups or classes. Convert the data into a few homogenous group.

Purpose of classification▪ Simplification of data▪ Symbolizes unity▪ Differentiate between similar and dissimilar

activity▪ Make facts concise and logical

TABULATION OF DATA

Means a systematic organization of data in columns and rows.

Tables are a means of recording.

Purpose of Tabulation▪ Easy access to required information.▪ Facilitates comparison▪ Takes less space for presentation▪ Signifies data

METHODS OF TABULATION Hand tabulation – tabulation is done

manually by using tally or score sheet.

Mechanical tabulation- the tabulation is done mechanically by machines using computers or various using computers or various software.

WRITING RESEARCH PROPOSAL Title Introduction Review of literature Research methodology Analysis & Findings Conclusion & Implications Reference & Bibliography

1. Title- The title of the research proposal should be-

Brief Specific Reflecting the-

a) Content of the research problemb) Subject of the research problemc) Area of the research problem

Sharply focused Properly worded Meaningful and unambiguous

2. Introduction should include Importance Statement of the problem Need Objectives Scope Utility Limitation Key words

3. Review of literature

It is significant in the research proposal. Research methodology adopted by the other scholars and findings concluded by them. It can be arranged:

a) Objective wiseb) Chronologicallyc) Author wise

4. Research methodology Research approaches Research design Research methods Hypothesis Research tool Sampling Statistical technologies Conceptual framework and operational

definition Data collection methods and tools

5. Analysis and Findings

Tables Diagrams

line diagrams Bar Rectangle Squares Circles Cubes Cylindrical blocks

Globes Graphs

Analysis Interpretation

6. Conclusion & Implications Since, the findings are worked out as

per the objectives, the conclusions are also given objective wise. Implications or recommendations on the basis of total research findings are given .

7. Reference & BibliographyExamples- Arthur Asa Berger, (2008), Media and

Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches, New Delhi : Sage

Chris Hart, (2010), Doing your Masters Dissertation, fifth printing, New Delhi: Vistaar Publications: Sage

CASE STUDY

Case study is a method of exploring and analyzing the life of a social unit be that a person, a family, institution, cultural group or even entire community

Case studies are associated within depth research studies

Aim is to determine the factors that account for the complex behavioural pattern of the units and relationship to its surrounding milieu.

Introduction to commercial television in India, “a case study by Crabtree and Malhotra in the year 2000 is a good example.

NATURE OF CASE STUDY

Findings new perspective, meanings, interpretation.

It studies practical, real life situations by focusing particularly on a situation, event, program or phenomenon.

Provides a detailed description of topic under study.

To discover new or re-check relationship and intricacies involved in it.

Aims at studying the unit as a whole

ADVANTAGES OF CASE STUDY Helps in finding clues and ideas for further research Assists in forming valid hypothesis Leads to obtain a wealth of information about a

research topic. Used in gathering descriptive and explanatory data. Helps in stratification of the sample. Used to learn why a problem has occurred Allows researcher to work on a wider range. Enlarges the area of experience of the researcher The more is the data sources the more will be the

valid study.

DISADVANTAGES OF CASE STUDY Criticized of being biased studies Do not have a scope of improvement to

generalization Time consuming May produce massive quantities of data that

are hard to summarize and use Generalizations are drawn from a few cases Comprises of detailed study of the subject

over a long period of time Incapable of verification and generalizations

drawn not very accurate as not verifiable.

THANK YOU