Media Research Methodology

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Research Approach
Quantitative
Inferential – form a database from which to infer characteristics or relationships of population •Experimental – greater control over the research environment, some variables are manipulated to observe their effect on other variables •Simulation – construction of artificial environment

Qualitative
It is concerned with subjective assessment of attitudes, opinions and behaviours •It is a function of researcher’s insights and impressions •Focus group interviews, projective techniques, depth interviews are used Steps in Research Process

Formulating the research problem
Extensive literature review
Developing of working hypotheses
Preparing the research design
Determining sample design
Collecting the data
Execution of the research design
Analysis of data
Hypothesis testing
Generalization and interpretation
Preparation of the report

1. Formulation of the Research Problem
First decide the general area of interest and then narrow it down •State the problem in a broad general way and then the ambiguities •Check the feasibility of a particular solution
There are two steps involved-
Understanding the problem
Rephrasing it into meaningful terms
Discuss with people, help of guide
Be specific in stating the problem

2. Literature Review
A brief summary of the problem to be written – synopsis •For this extensive literature survey to be done
Academic journal, conference proceedings, reports, books

4. Preparing the Research Design
Prepare a conceptual structure within which research would be conducted •Function of research design is to provide for the collection of relevant evidence within minimal expenditure of effort, time and money •Research design includes –

Means of obtaining information
Availability and skills of the researcher
Explanation of the way in which selected means of obtaining information will be organized •Time available for the...
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