At the end of this course, the students will be able to –
CO1: Define and explain the process of media research.
CO2: Conduct media research by making use of any of the research methods.
CO3: Understand the types of research design.
CO4: Will be able to understand the methods of data collection.
CO5: Understand the statistical analysis tools and to write a research report.
COURSE REQUIREMENT: At the end of every unit, the students will be expected to submit an assignment or make a presentation as a part of internal assessment.
Nature & scope of Mass Communication Research; Selecting the Research Problem from a broader outline to a workable formulation; Elements of Synopsis and its importance in designing the research studies; research and communication theories; Ethical perspectives of mass media research.
Review of Literature; Defining Research Problem; Research Objectives; Hypothesis; Theoretical frame work; Research Design; Sampling: Meaning & Types of Sampling, Probability & Non-Probability.
Research Elements; Variable: Meaning and Types of Variables; Measurement: Levels of Measurement (nominal, ordinal, interval and ratio); Reliability and Validity of Measurements; Scales and Types of Scales; Data: Sources of Data – Primary and Secondary Data; Data Collection Tools: Observation, Questionnaires and Interview Schedule.
Qualitative and Quantitative studies: Meaning and Differences; Observational studies-Field observation technique–Choosing the research site, Gaining access, Sampling, Collecting and analysing the data, Exiting; Focus Group Studies: Methodology of FG studies, Defining the problem, Sample selection, Conducting sessions; Intensive Interviews: Characteristics of Intensive Interviews in contrast to the traditional interview techniques. Descriptive and Analytical Surveys: Sampling and its importance, Types of sampling designs–Probability and Non-probability sampling designs; Content Analysis: Formulating the research question, Defining the universe, Selecting the sample, Selecting units of analysis, Making categories, Coding the content, Data analysis and interpretation. Experimental Studies: Methodology, Importance of independent, dependent and control variables, Experimental and control groups.
Data processing; Coding & tabulation (Statistical tools) of the data collected; Elementary understanding of statistical techniques of data analyses; Mechanics of Research Report Writing; Diagrammatic Presentation, Bibliography & Index, Errors and Precautions in Report Writing.