24.

Significance of MMR
Mass media plays a role in shaping people’s
preferences and shaping how they think about
a situation, incident, product, or idea. There are
various psychological, physical, and social
effects of mass media on people all over India.
As one of the leading market research firms
worldwide, we believe that what you see is a
reflection of either who you are or who you
might turn out to be. So, there is a strong need
to study the relationship between mass media
channels and their audiences and analyse how
they communicate with each other. This
research study is called media research. It is a
handy tool to understand how different forms of
mass media, such as television, cinema,
newspapers, magazines, and radio, meet the
needs of people and entertain them.

Media research also includes studying the

growth of these channels and their
achievements and categorizing people based
on what kind of content they have been
consuming. It involves several aspects, such
as the medium’s nature, how it works and
functions, technologies that make it what it is,
similarities and differences between it and
other media forms, services provided by it, its
effectiveness, how it can be enhanced, and the
cost associated with it.

It is a market survey that allows you to

evaluate data in an unbiased manner. So,
media research is thorough and beneficial in
many ways when it comes to understanding
how your audience perceives your products or
services and what aspects of it they like and
what parts of it they want better. In fact, it is
essential to manage and regulate media
channels to deal with socio political or
economic issues. Furthermore, since the
decision process depends on the data you’ve,
many survey companies provide media
research services that are meant to be utilized
in the long run, so it is incredibly useful in the
growth phase as it also allows you to
understand a media agency’s competitors.

It also makes you gauge how much time

someone is spending on a particular media
form and how that media channel is affecting
society. So, media research results play a huge
role in helping various types of media forms
with their significant decisions. Moreover, there
is an enhanced demand for new and
transparent information these days, as people
long for transparency, which has actually
enhanced the importance of media research
and made it absolutely necessary for both the
public and private sectors.

Here are certain factors that reflect on the

importance of media research in today’s world:
1) Gives useful information
2) Helps you frame news better
3) Makes your story better and accurate

25. Triangulation Method

26. Stages of research process

Step One: Define research problem - In this
step, you will identify the research problem and
clarify the research question or hypothesis.
This step involves identifying the problem,
defining the objectives, and identifying the
target population or sample.
Step Two: Review of literature - In this step,
you will conduct a comprehensive review of
existing literature related to your research
problem. This includes reviewing academic
and non-academic sources, identifying gaps in
the literature, and understanding the current
state of knowledge in the area of research.
Step Three: Formulate hypotheses - In this
step, you will formulate hypotheses or research
questions based on your research problem and
the existing literature. Hypotheses should be
clear, testable, and relevant to the research
problem.

Step Four: Preparing the research design - In

this step, you will design your research,
including selecting research methods,
identifying the data collection process, and
planning the data analysis. This step involves
selecting appropriate research methods such
as surveys, experiments, or case studies, and
designing the research process accordingly.

Step Five: Data collection - In this step, you will

collect data according to the research design
you prepared. This step involves implementing
the research design, gathering the necessary
data, and managing the data collection
process.

Step Six: Data analysis - In this step, you will

analyze the data collected during the previous
step using appropriate statistical methods. This
step involves organizing and summarizing the
data, identifying patterns and relationships,
and drawing conclusions based on the
analysis.

Step Seven: Interpretation and report writing -

In this final step, you will interpret the findings
and write a report that summarizes the
research process, results, and conclusions.
This step involves presenting the findings in a
clear and concise manner and discussing the
implications of the research for future research
and practice.
27. Characteristics of scientific research
Scientific research is a systematic and
empirical investigation that follows a specific
set of guidelines and methods to generate new
knowledge or validate existing knowledge. The
characteristics of scientific research include:
1. Systematic approach: Scientific research
follows a systematic approach to investigate a
specific problem or question. It involves
identifying the problem, defining the objectives,
and designing a plan to collect and analyze
data.
2. Empirical investigation: Scientific research is
based on empirical investigation, which means
that it relies on observation, measurement, and
experimentation to gather data and test
hypotheses.
3. Rigorous methods: Scientific research
follows rigorous methods to ensure that the
findings are accurate and reliable. These
methods include randomization, control
groups, statistical analysis, and peer review.
4. Objectivity: Scientific research strives to be
objective and free from bias. It involves using
standardized methods and procedures to
reduce the influence of personal opinions and
beliefs.
5. Reproducibility: Scientific research should
be reproducible, meaning that other
researchers should be able to replicate the
study and obtain similar results. This ensures
that the findings are not unique to the specific
study and can be generalized to a broader
population.
6. Transparency: Scientific research should be
transparent, meaning that the methods, data,
and findings should be openly available for
scrutiny and review by other researchers.
7. Generalizability: Scientific research aims to
generate knowledge that is applicable beyond
the specific study. The findings should be
generalizable to the broader population and
should have practical applications in real-world
situations.
28. Significance of operationalism in research
In quantitative research, it’s important to
precisely define the types of variables that you
want to study.Without transparent and specific
operational definitions, researchers may
measure irrelevant concepts or inconsistently
apply methods. Operationalization reduces
subjectivity, minimizes the potential for
research bias, and increases the reliability of
your study.

Your choice of operational definition can

sometimes affect your results. For example, an
experimental intervention for social anxiety
may reduce self-rating anxiety scores but not
behavioral avoidance of crowded places. This
means that your results are context-specific,
and may not generalize to different real-life
settings.

Generally, abstract concepts can be

operationalized in many different ways. These
differences mean that you may actually
measure slightly different aspects of a concept,
so it’s important to be specific about what you
are measuring.

Concept
Examples of operationalization
Overconfidene
! The difference between how well people
think they did on a test and how well they
actually did (overestimation).
! The difference between where people rank
themselves compared to others and where
they actually rank (overplacement).
Creativity
! The number of uses for an object (e.g., a
paperclip) that participants can come up with in
3 minutes.
! Average ratings of the originality of uses of
an object that participants come up with in 3
minutes.
Perception of threat
! Physiological responses of higher sweat
gland activity and increased heart rate when
presented with threatening images.
! Participants’ reaction times after being
presented with threatening images.
Customer loyalty
! Customer ratings on a questionnaire
assessing satisfaction and intention to
purchase again.
! Records of products purchased by repeat
customers in a three-month period.

29. Methods of data processing- coding/

classification and editing
CODING OF DATA
Coding is the process of categories data
according to research subject or topic and the
design of research. In the coding process
researcher set a code for a particular things
like male - M, Female- F that indicate the
gender in questionnaire without writing full
spelling same as researcher can be use colors
to highlight something or numbers like 1+, 1-.
this type of coding makes easy to calculate or
evaluate result in tabulation.

1. Grouping and assigning values to various

responses from the survey instrument
2. Codes are numerical
3. Can be tedious if certain issues are not
addressed prior to collecting the data

Four-step process to develop codes for

responses:
1. Generate a list of as many potential
responses as possible
2. Consolidate responses
3. Assign a numerical value as a code
4. Assign a coded value to each response.

CLASSIFICATION OF DATA
Classification or categorization is the process
of grouping the statistical data under various
understandable homogeneous groups for the
purpose of convenient interpretation. A
uniformity of attributes is the basic criterion for
classification; and the grouping of data is made
according to similarity. Classification becomes
necessary when there is a diversity in the data
collected for meaningless presentation and
analysis. However, it is meaningless in respect
of homogeneous data. A good classification
should have the characteristics of clarity,
homogeneity, equality of scale, purposefulness
and accuracy.

Objectives of Classification are below:

1. The complex scattered and haphazard data
is organized into concise, logical and
intelligible form.
2. It is possible to make the characteristics of
similarities and dis – similarities clear.
3. Comparative studies are possible.
4. Understanding of the significance is made
easier and thereby a good deal of human
energy is saved.
5. Underlying unity amongst different items is
made clear and expressed.

EDITING OF DATA
Editing is the first step of data processing.
Editing is the process of examining the data
collected through questionnaires or any other
method. It starts after all data collection to
check it or reform into useful data.
1. Raw data is checked for mistakes made by
either the interviewer or the respondent
2. By reviewing completed interviews from
primary research, the researcher can check
several areas of concern:
3. Asking the proper questions
4. Accurate recording of answers
5. Correct screening of respondents
6. Complete and accurate recording of open-
ended questions

There are different types of editing. They are:

1. Editing for quality asks the following
questions: are the data forms complete, are
the data free of bias, are the recordings free of
errors, are the inconsistencies in responses
within limits, are there evidence to show
dishonesty of enumerators or interviewers and
are there any wanton manipulation of data.

2. Editing for tabulation does certain accepted

modification to data or even rejecting certain
pieces of data in order to facilitate tabulation.
For instance, extremely high or low value data
items may be ignored or bracketed with
suitable class intervals.

3. Field Editing is done by the enumerator. The

schedule filled up by the enumerator or the
respondent might have some abbreviated
writings, illegible writings and the like. These
are rectified by the enumerator. This should be
done soon after the enumeration or interview
before the loss of memory. The field editing
should not extend to giving some guess data to
fill up omissions.

4. Central Editing is done by the researcher

after getting all schedules or questionnaires or
forms from the enumerators or respondents.
Obvious errors can be corrected. For missed
data or information, the editor may substitute
data or information by reviewing information
provided
30. MMR effects
Market media research refers to the collection
and analysis of data related to media usage,
consumer behavior, and audience preferences
in the context of marketing and advertising.
The effects of market media research can be
summarized as follows:
1. Improved targeting: Market media research
helps advertisers and marketers better
understand their target audience and their
preferences, which allows them to create more
effective and targeted advertising campaigns.
This leads to higher engagement and better
response rates.
2. Increased ROI: By using data-driven
insights, market media research helps
businesses optimize their marketing strategies
and budgets, leading to a higher return on
investment (ROI).
3. Better decision making: Market media
research provides businesses with data-driven
insights that can inform their decision-making
process. This allows them to make more
informed decisions about their marketing
strategies, product development, and business
operations.
4. Enhanced brand reputation: Market media
research can help businesses understand their
brand reputation in the market and identify
areas for improvement. This allows them to
make changes to their branding and marketing
efforts to better align with their target audience,
leading to increased brand loyalty and positive
word-of-mouth.
5. Competitive advantage: By using market
media research, businesses can gain a
competitive advantage by understanding their
target audience and market trends better than
their competitors. This allows them to create
more effective marketing strategies, leading to
increased sales and revenue.

Market media research can have a significant

impact on a business's success by helping
them better understand their target audience,
optimize their marketing strategies, and gain a
competitive advantage in the market.

31. Explain research in print media- to study

from hard copy

32. Mass media research effects- to study from

hard copy