This presentation is an effort to discuss the communication research process and methods in detail.

1. FUNDAMENTAL OF
COMMUNICATION RESEARCH
By
Dr. Anamika Ray
Assistant Professor in Mass Communication
Gauhati University, India

2. Concept of Research
Research:
 Unfolds new dimensions of knowledge
 Is systematic and scientific process
 Based on relevant logic
 Establishes the cause and effect relationship of an incident
depending upon the various discovered true facts

3. What is Research?
Research is-
 asking questions
 finding out the truth/fact
 is a continuous process
 can’t stop
 is Communication
 is investigation
 is discovering a fact

4. We communicate every time we do research
On the other hand when we research, it is not completed until it is
communicated
So we can say—
Communication = Research or vice versa.
As research is something to find out, we cannot find out the facts without
the help of communication. So, whatever the subject is for doing a
research, there is no other option except communication to accomplish it.

5. Common sense on Research
 Research is to enlighten a new area or new dimension
 To do a research we need necessary information
 For research a new direction is needed to be shown
 Research is identifying new facts
 Research is to recognize the original facts

6.  Research should not cross the common understanding level
 Research should be complete in nature
 Research should be explicable for the society for all total
development
 Research is based on relevant and required logic
 Something new should be explored through research

7. Significance of fact in Research
 Facts should be authentic, correct, precise
 Fact should not be at all misleading, wrong and irrelevant

8. How message is different from information-
Message is something to
be communicated within a
small audience
e.g.- from friend to friend
Information is
disseminated in a large
audience
Here various types of
media are used.

9. Why Research is interesting?
 Knowing the unknown
 Establishing the cause- effect relationship in every incident
 Unearthing the truth behind the truth
 Testing the older doctrine, value and opinion
 Lighting the dark

10. Research process step by step
The research process should be planned, deliberate and
sustainable effort
1. Choosing the area of interest
2. Selecting the particular topic
3. Selecting the specific title
4. Analyzing the relevance and significance of topic in current
situation.

11. 5. Establishing the purpose of the study
6. Fixing a particular research problem
7. Identifying the objectives of the study
8. Formulation of final hypothesis or research questions
9. Review of existing relevant literature
10. Framing the research design

12. 11. Relevant required data collection
12. Analyzing the gathered data
13. Finding out the result
14. Preparation of required suggestions and recommendation
15. Research report writing

13. Discussed accordingly………
 ResearchTitle
 Objective
 Hypothesis
 Literature Review
 Research Method

14. Discussion on ResearchTitle

15. Phases from Research Question to FinalTitle

16. 1. Research Question: A question or set of questions carry the
research root to its completion
E.g. Does the youth read newspaper?
2. Research problem:
Many come forward like:
 Newspaper reading habit in rural youth
 Newspaper reading habit in urban youth
But researcher will take the decision which research problem (s)he will
take

17. 3. Selecting Research Problem based on various aspects:
 Usefulness to the society
 Completion within pre fixed time frame
 No over burden on affordable money
 Interesting and explorative in nature
 More scope of further study
4. Defining Research Problem:
One research question may have many research problems. Selecting
one proper research problem out of those is important task. Proper
understanding and planning is necessary for the same.

18. 5. Deciding ResearchTopic:
The more focused Research problem out of others is called Research
topic. E.g. Newspaper reading habit.
Then comes the question- which newspaper- Morning, Evening,
Daily,Weekly or Fortnightly.
Proper observation, social relevancy, fulfillment of need, command
over subject, background, own experience, literature review,
understanding need of the hour- can help to decide a proper topic in a
research process.

19. 6.Title should be-
 Interesting
 Explorative
 Simple
 Focused
 To the point
 Crispy
 Concise
 Relevant
 Meaningful

20. Discussion on Objective

21. Objective
After finalizing the research title, second phase is framing the
relevant objectives. It means—
 fixing a clear cut direction to study the research problem
 helping to design the research
 guiding the procedure of analyzing facts
 assisting in report writing

22. Example of objective
If the research topic is ‘A study on science coverage in regional
media of Assam’, there the objectives may be –
 to analyze the status of science coverage in regional media
 to investigate the various challenges of science coverage in
regional media
Aim may consists of many objectives.Two or three should be selected
for research work.

23. Discussion on Hypothesis

24. Hypothesis
It is a tentative assumption on approving or disapproving, agreeing or
disagreeing the result based on would be collected data.
Characteristics of Hypothesis:
 Clear
 Brief
 Limited
 Easy to test
 Power to add on knowledge
 Straight forward
 Goal oriented
 Articulated

25. Classification of hypothesis:
 General hypothesis
 Specific hypothesis
 Narrative hypothesis
 Cause and effect relationship hypothesis
 Directional hypothesis
 Non-directional hypothesis
 Alternate hypothesis
HypothesisTesting
 Parametric test: Z, X2, F t test
 Non parametric test

26. Literature Review
Concept:
A study on the existing literature available and accessible within the specific time frame and
determined affordability level to have a clear knowledge on the taken research area.The
findings from relevant books , journals, web sites etc should be written according to APA
style aiming to focus pertinent research theme.
Advantages:
 Gives clear focus to the research problem
 Helps to frame research design
 Broadens the knowledge
Disadvantages:
 Time consuming
 Frustrating
 Boring and tedious

27. Discussion on Research Methodology

28. Concept ofVariable
Variables means characteristics or various factors in an
incident/event that can be measured and manipulated based on
facts and logic

29. Example of variable:
More one will earn, s/he will have more wealth. Wealth variable
depends on earning variable.
 Dependent variable: Wealth depends upon earning
 Independent variable: Earning is independent variable
 Wealth is effect and earning is cause
 Earning = Independent variable = cause
 Wealth = dependent variable = effect

30. Research is a process of systematic enquiry
Method Approach
A way to collect data The outline of research pattern
Survey, case study Historical, anthropological,
experimental sociological approach
A study on “Women empowerment
in Akbar regime method of case
study
Historical approach
The difference between Method and Approach

31. Various research methods
 Observation
 Content analysis
 Experiment
 Survey
 Communicating and listening
 Discussion
 Census
 Case study
 Focus group study
 Interview

32. Research tools
1. Schedule
2. Questionnaire
3. Questions
4. Case study
5. Recall
6. Scales

33. Brief of research tools
Schedule is a set of questions along with some blank tables and fill
in the blanks, which is used to collect the information from the
respondent through direct interview or direct observation and is
filled up by the investigator himself.
1. Schedule

34. Types
 Interview schedule: Purpose is to use in interview method.
 Rating schedule: Purpose is to develop scale or rank.
 Document schedule: Purpose is to document autobiography, case
history, dairy or official record
 Observation schedule: Purpose is to observe (what should be
observed, what not to observe), it is basically used in field.

35. Questionnaire looks like a schedule but it is not filled up by the
investigator, it is handed over or posted, mailed to the respondents
and filled by them only.
2. Questionnaire

36. Advantage:
 Less expensive
 Large coverage
 Less time consuming
Disadvantage:
 No confirmation of reply back
 100% unbiased, authenticated, non manipulative answers cannot be
expected always.
 Literacy is bar.
Important Note: In everywhere (Questionnaire/Schedule)
The title of study, clear questions, enough space to answer, proper address of
interviewer and date should be mentioned carefully.

37. Case Study: The relevant incidents of the chosen research area help
to identify various aspects of research. It is not only a tool, it is also
considered as method in Research world.
Scale:The scale is used to categorized variables as well as to
measure, which helps in data analyzing.
Recall: Many times the respondents give new direction to the
research flow by recalling various past information.

38. Brief on various research methods-
A. Census: A complete study on entire population aiming to get
demographic, socio-economic-cultural data.
Advantages:
• It is a complete study, not dependent on sample.
• Less scope for unauthenticated information.
Disadvantages:
• Time consuming
• Expensive

39. B. Case study
It is a study on previous incident (which is relevant as well as similar but true) in
support of present research.
Advantage:
• Opens up the eyes for the scope of future study
• Helps to work in wider range
• Unfolds hidden angel, unexpected factors
Disadvantage:
• Biased to some extent
• Time consuming
• Tough to summerize the conclusion due to over burden of information

40. It is a study along with analysis of relevant content on the research
issue.
Advantages
 Frequently used research method.
 Comparatively easy method.
 Analysis of content, verbally communicated material various forms
of symbolic and audio visual communication.
 A study of already existed record.
C. Content Analysis

41. Disadvantages
 Tedious
 Time consuming
 Sometimes confusing in selecting the content
 Sometimes impossible to include all relevant content
 Sometimes impossible to get all the required content (like all the
issues of newspapers)
 Sometimes becomes biased at the time of choosing the content.

42. Methods of content analysis
1. Identification of a research question/issue:
E.g. Science coverage in regional and national newspapers in last six
month.
2. Deciding the source of information:
Region – Assam
Regional newspaper: Asomiya Pratidin
National Newspaper – HindustanTimes
(To have comparative study between national and regional newspapers)

43. 3. Setting objectives
 To analysis the comparison between the significance of science stories
with other types of news especially in presence of political news hype
and existence of advertising in those selected newspapers.
 To find out the comparison- which paper gives more attention to
science news coverage.

44. 4. Hypothesis formulation:
Science gets less importance in regional media.
5. Defining population:
All the newspapers published from Assam and the newspapers
circulated in Assam
6. Sampling:
All the issues of two newspapers of one month duration.

45. 7. Formulating category: Category must be comprehensive and free from
malignity.
Categories may be:
 News on environment
 News on health
 News on hygiene
 News on technology
 News on politics
 Information in advertisement

46. 8. Analyzing unit:
For news papers
 Number of word of published news stories
 Area/space by column centimeter/ square cm
 All kinds of news, articles, features, human interested stories,
investigative reporting will be included.
9. Coding:
 It depends upon unit of analysis. It is a quantified data.
 Code through number.

47. Content analysis of News coverage
(especially science news and political news)

48. Code through percentage index (just an example)
Category % of Science news in
HindustanTimes
% of Science news in
Asomiya Pratidin
Environment 20 30
Health and Hygiene 32 23
Technology 42 8

49. 10. Analysis:
To fulfill the objectives, the data is to be analyzed. For that various
graphical presentation like chart, bar diagram, pie graph as
analysis techniques are used.
11. Interpretation:
Focusing on objectives, data is to be interpreted.
12. Suggestion:
Based on conclusion the researcher will give the recommendation
to improve the situation.

50. D. Focused Group Study
 Based on a fixed research problem, group discussion and group
interview are done.
 Need question as tool
 Clear concept of a group and the context they have assembled.

51. Advantages:
o Time saving
o Lab experience
o Flexible in nature
Disadvantage:
 Domination by extrovert participants
 In appropriate method in quantitative study
 Affecting the data collection process due to lack of good
communication skill and lack of control over the group
 Only true representatives can give actual information

52. E. Survey:
 Questionnaire and schedule are used as tool in this process.
 Interaction method (through telephone/ face to face) is used.
 Observation helps the process.
Types of Survey
 Census
 Cross –sectional survey
 Longitudinal survey

53.  Census:
Data is collected from whole population aiming to bring out information on
demographic profile, socio-economic, cultural strata.
 Cross sectional survey:
Collection of data from a population within a specific time frame. In past what was their
opinion, at present what is their opinion, Has the opinion changed happened due to the
course of time.
 Longitudinal survey:
It includes-
 Vertical surve
 Trend survey
 Cohort study
 Panel study

54. F. Observation:
 Systematic, scientifically, minutely notice
 Indispensible part of every research method
Advantage:
 Hidden truth can be find out
Disadvantage:
 Expensive
 Time consuming
 Limited scope for data collection
 More scope for prevalence of researcher biasness
 More scope for getting confusion

55. Types of Observation
 Participatory
 Non participatory
 Controlled observation
 Non controlled observation

56.  Participatory:
Observation through participation on respondent’s activities.
Advantage:
 Getting the scope to observe the respondent into a neutral and
natural environment
 Being closed with the respondent, the hidden fact can be identified
 In-depth study is possible

57. Disadvantage:
 Participation with emotion affects the impartiality and loyalty of
the researcher.
 Personal views may dilute the news
 Every time participation is not at all possible (e.g.- a study on the
life of a prostitute).
 Sometime participants become conscious due to the active
present of researcher and start behaving artificial.The authenticity
of data may be hampered.

58.  Non participatory observation:
Observation without participation in the respondents’ activity.
Advantage:
 Neutral and objective information is gathered
 Less scope for researcher biasness
 Unknowingly the respondent shows the actual fact, which helps
the researcher

59. Disadvantage:
 Respondent may feel awkward after knowing that s/ he is being
observed by someone.
 Lack of participation may lead misinterpretation of an issue.
 Without participation the gravity of the event cannot be
understood properly.
 Sometimes proper sample size and frame cannot be decided
effectively.

60.  Controlled observation:
Observation in a pre planned environment supported by
experimental procedure
It is especially done in laboratory test
Types:
 Control over phenomena
 Control over observation (perceptions)
 Non controlled observation:
 Observation in natural surrounding and environment

61. G. Interview:
A systematic process of interaction to collect the data taking particular
prefixed aims and objectives. It is an interpersonal communication to
share knowledge and information.
Advantages:
 Enable to know someone in detail which help to get the authenticate
information.
 It helps to study the past event.

62. Disadvantage:
 Difficult to convince someone to release information
 Interviewing proper person is another challenging task
 More scope for subjectivity where views get more importance
 Scope for biasness from both part (interviewer and interviewees)

63. Types of Interview:
1. Structured interview:
This is controlled, guided and directed in nature. It is the interview
with prefixed schedule and complete format with advance recording.
No scope for after modification.
2. Unstructured interview:
This is free relaxed, uncontrolled type of interview.The questions are
not predetermined but must be related to the issue.

64. 3. Focused interview:
Based on particular situation or issue. It is very similar to structured
interview in nature.
4. Repetitive interview:
To know the gradual progress of an incident repetitive interview
method is taken of.The information is collected through interview
again and again.

65. How to take an Interview--
The interview may be taken in the field or may be taken from a
personality or group of personalities at his or her place.
In the field interview, the interviewer must be prepared about the
background of the field, the incident , the issue along with a set of
questions, which may be changed according to the circumstances.
In case of interview from a personality, the researcher must follow a few
steps, such as-

66. 1. Formulation of a topic
2. In-depth background study of the topic
3. Background study of the personality to be interviewed
4. Preparation of set of questions
5. Taking appointment from the person to be interviewed
6. Time and venue should be fixed under both side mutual
understanding

67. 7. Reaching the place of interview before time
8. Before starting the interaction, interviewee should be briefed up
9. With due permission of the interviewee, the interview should be
recorded
10. Researcher must carry pen and paper to note down various
information collected by own observation
11. Interviewee should be given more chance to speak

68. 12. The questions can be put in two ways:
 Funnel (short question to broad question-which begins from the
important questions to the lessimportant ones)
 Inverted Funnel (opposite in nature)
12. During the interview, if some of the questions happen to be
embarrassed to the interviewee, where (s) he is not comfortable to
answer those questions, then interviewer should immediately put
some filler questions to move on. In this way, the interview can be
carried out smoothly.

69. 13. After coming back, the report is written based on interview
14. The report should be sent to the interviewee to recheck and to
take the consent from him/her on all the written information.
15. At last after publishing/broadcasting the report the researcher
should thank the interviewee for kind cooperation.

70. H. Discussion
Interaction within a group (not more than 6-12 members at a time)
Types
 Panel discussion: Discussion and sharing views of four to five experts in
the field.
 Brainstorming session: As the name implies, a discussion session
and sharing views as well as convincing the target audience based on
inspiring ideas and thought.

71.  Focus group discussion: As name implies, the discussion will be
based on a particular prefixed topic with a specific group.
 Unfocused group discussion: In this case the topic is not given to a
group or fixed but from the on going discussion the investigator
tries to get the relevant required information.

72. Sampling
In research work, the information is collected as a whole via two
processes:-
i) Census
ii) Sampling
i) Census: The interaction with the whole area or population of
respondents (broadly called universe) to collect data.
ii) Sampling: A small representation of whole area or universe (total
population of the respondents of that area) is called sample.

73. Examples ofTwo Processes:-
Doctors use to prescribe blood test to identify the reason of the
sickness. Examination of one drop of blood gives the clear picture
of whole body and its status of disease. Similarly two three rice
particles can give the idea that the rice in cooker is boiled properly
or not.
So the blood of whole body or the rice in a cooker is considered as
Population or Universe, whereas the drop of blood or two-three rice
particles can be considered as sample.

74. Advantages of sampling:
 Time saving
 Less expensive
 Easily administrable
 Possible in depth study
Disadvantage:
 Wrong selection wrong representation of the population
 Wrong representation wrong result
 Scope for biasness of researcher at the time of sample selection
 Need required skill for small heterogeneous respondents
 Impossible to get 100% accurate data

75. Classification of Sampling Method
There are three types of sampling methods-
1. Probabilistic sampling
2. Non probabilistic sampling
3. Mixed sampling
4. Probabilistic sampling : It follows mathematical logic. Broadly
there are three types of probabilistic sampling.
 Simple random sampling
 Stratified random sampling
 Cluster sampling

76. 3.Non probabilistic sampling : It does not follow mathematical logic. It is a
by-chance method.There are six types of non probabilistic sampling.
 Convenient sampling
 Purposive Sampling
 Handpicked sampling
 Snowball sampling
 Volunteer Sampling
 Quota
4. Mixed sampling
 Systematic sampling

77. 1. Probabilistic Sampling
1. Simple random sampling:
 Lottery method: selection of sample through the selection of chits,
capsule or real from a container as name implies the meaning.
 Tippet's number: A table with random numbers (of one to five digits
each).
 Grid system: A screen with square boxes are placed on the sample
area map. Some square boxes are selected randomly and the areas
under these boxes are selected as sample.

78. Advantage:
 Free from bias
 Less sampling error
 Simple
 Not affected by the choice of researcher
Disadvantage:
 Impossible for heterogynous universe
 Sometimes difficult to catalogue the universe

79. 2. Stratified sampling:
 Universe is divided into strata
 Each stratum is independently sampled randomly
 Homogeneity in different units of strata is compulsory from a
heterogeneous population.
Advantages
 Representation of various groups.
 Helping comparison among sub categories
Disadvantages
 Require more effort than simple random sampling
 Need large sample size with statistically meaningful comparison

80. 3. Cluster sampling:
Sample units are selected based on group not on individual element.
Group element depicts the meaning of cluster. A study on ‘Sarva Siksha
Abhiyan’. There especially from Guwahati, Dibrugarh (representing
lower Assam and upper Asam), each primary school children will be
interview.
Advantage:
 Practical convenience
 Easy to test a group
Disadvantage:
 More scope for sampling error

81. Non Probabilistic Sampling
1. Convenient sampling:
 Opportunity based
 Accidental in nature
 Not systematically administered
 Sample structure and size depends upon researcher convenience, availability
and accessibility to the source.
2. Purposive Sampling:
 Sample selection based on researcher purpose
 It is deliberate and planned method
 No scope for by chance factor

82. 3. Handpicked sampling:
In a place, the sample is selected instant .Who ever is coming first, if s/he
fulfills the purpose of research will be selected. Otherwise if that sample
does not represent the universe, the researcher switches to other sample.
4. Snowball sampling:
Where the shape of universe is not confirm, the sample size cannot be
fixed. At that time interaction with one person gives the clue of other
respondent. Gradually the sample size increases.
Eg.- there is no actual data how many Bangladeshi have been migrated to
India. So in this case, in a particular area, one by one interactions is
possible. No one can fix, that this the sample of immigrant from
Bangladesh.

83. 5.Volunteer Sampling:
E.g. if an advertisement is published in a newspaper that we need
the opinion on ‘so on so topic’ to run the investigation.The sample
will be volunteer in nature.There the size cannot be fixed at the
starting of research.
6. Quota Sampling:
 A special form of stratified sample
 Number of sample is decided from each strata
 According to the convenience of the researcher

84. Difference between Quota & Stratified method

85. Universe / Population
Definition: Total informants in a determined area for a research
work.
Classification:
 Definite Universe: Countable number of individual respondent
 Indefinite universe: Uncountable number of respondents. E.g. TV
viewers in Guwahati.
 Hypothetical universe: Say for instance online women readers of
Times of India.

86. Source of information
 Personal contact
 Periodical, journal
 Bibliographical database
 Research guides like reference book, referred journal, relevant
social sites.
 Dictionaries, encyclopedia, yearbook
 Statistical sources
 Bibliography

87. Golden Rule
The greater the sample size, the more accurately your findings will
reflect the true picture

88. Research design
It is sometimes called a blue print, sometimes a format or framework of
data collection method and analyzing the gathered facts to solve a
research problem or to answer a research question.
Characteristics:
 Outline of research work like dummy newspaper
 Specifying loopholes in would be research work in advance
 Better understanding of relevant data to be collected within specific time
frame
 Enhancement of accuracy
 Time saving

89. Steps towards Worthy Research Design
Step 1. Finding out the reason to conduct a research work
Step 2. Recognizing the key unknown factors
Step 3. Selecting aim and objectives
Step 4. Deciding hypotheses to be tested.
Step 5. Distinguishing the key variables.
Step 6. Framing out the sources of information
Step 7. Timeframe for research
Step 8. Chalk out the format of research work
Step 9. Aware and required prevention of various risk factors could be
faced during the research period
Step 10. After confirmation of coordination research can be started

90. Types of research design
1. Experimental
2. Exploratory
3. Descriptive
4. Longitudinal – Historical studies
5. Simulation studies
6. Anthropological studies

91. 1. Experimental Design
Controlled testing to understand the causal procedure.
Establish and correlation between cause and effect, within variably.
The experimental design can be classified based on two criteria-
Approach and Method
Approach Method
• Agreement method • Ex post facto
• Method of difference • Panel studies
• Residual method • Quasi experimental
• Associated variation method • Before after
• After only

92. Classification of Experimental Design
(Based on approach and variable)
 Agreement method
 Mutual agreement of two variables
 One variable manipulates the other variable
 One variable is considered as cause, another variable is considered as effect
 Method of difference:
If an instance in which the phenomenon under investigation occurs, and an instance
in which it does not occur, have every circumstance save one in common, that one
occurring only in the former; the circumstance in which alone the two instances
differ, is the effect, or cause, or a necessary part of the cause, of the phenomenon.
—John Stuart Mill

93.  Residual method
Filtration of known variable of the cause and left cause exists with
unknown variable
 Associated variation method
 One variable increase cause, at the sometime due to that the other
variable increases the effect or vice-versa.
 First variable i.e. X is cause and can be considered as predecessor
and second variable i.e.Y is effect and can be considered as
succession.

94. a. Ex post Facto
 It has very significant existence in research world
 After completion or ending up an event, this type of research
scrutinizes the whole fact. It finds out the reason for which the
event or incident has happened.
Classification of Experimental Design
(Based on method and style)

95.  Tools – Survey, Case studies
 Studying past using present situation. (another research
future prediction is being done using present situation)
 Quite comparative in nature

96. b. After only:
When the experiment is over, the study is done.
c. Before -After:
The study is done before starting the experiment and after
completion of the experiment.
d. Panel Study:
A study on a specified issue is done on different time frame.

97. e. Quasi Experimental design:
 Quasi means single or almost same
 It is very much similar in before-after research method
 Only single group will be decided to experiment
E.g.: In a class the researcher will interview only Mediocre students
before and after the examination, but did not take any other
student’s opinion.

98. 2. Exploratory Research Design
 It is also called formulative study
 It is to find out scope, concept, to develop idea, to understand the
limitation of a subject
 Aim is to explore something
Method used:
 Literature review
 Survey
 Case study

99. 3. Description Research Design
 Descriptive in nature
 To identify the problem, to understand the specific nature, to find
out the possible variable and factors
Method used:
 Interview, questionnaire, schedule
 Documentation
 Observation

100.  It is called vertical study
 Relating the facts in either ascending or descending order
 Especially in historical study, it gives date wise logical analysis
 If it is only historical research-
 Understanding socio-cultural-economical change and
transformation
 Source of information: Diaries, autobiography, archive,
agreement, museums, historical document.
4. Longitudinal – Historical Studies

101. Classification of Longitudinal Design
Longitudinal research design can be classified as below-
a. Trend Study
b. Cohort Study
c. Panel Study

102. a. Trend Study
 Different time frame
 Different group of people (different population)
 E.g. In election period people voting behavior
Advantage
 Describing long term change
Disadvantage
 Unreliable data may give false trend result

103. b. Cohort study
A group of people may be from different places have experienced the
same event within a given period. E.g.A study on the student attitude
passed in 1980 matriculation.
Advantage:
 Highly flexible in nature
 Appealing and useful technique
 Provides insight of change of an event
 Comparatively less expensive than experiment and survey
Disadvantage:
 Difficult to unravel the data (on age, cohort, period)
 Sample mortality

104. Vertical vs Horizontal Study
Vertical Horizontal
E.g. An analysis of Mughol region
from Babar to Aurangazeb or vice-
versa
E.g. An analysis of the life
span of Aurangazeb.
E.g. A study on Freedom fighting
during British period from 1857 to
1946
E.g. A study on satyagrah

105. 5. Simulation Study
Sometimes the research is not possible in real situation, the artificial
situation is created to conduct research. It is called simulation study.
E.g. If any one is studying the topic “Media message is affecting our
normal mind set up balance”. The researcher can go to any
meditation camp for one or two months where no media is allowed to
use even mobile phone is strictly restricted. Then the change in mind
set can be studied.

106. 6. Anthropological Study
A study on understanding human evolution, development,
advancement procedure of the society over the time, socio-cultural
variation.
Observation and in depth interview method to be used mostly

107. 7. Phenomenological Research Design
The idea of Phenomenological Research comes from the study
of a phenomenon. Description of several individuals on a
particular incident becomes the key theme of this type of
research design.
The data are collected mainly through personal interview.
Purposive sampling, snowball sampling processes are usually
taken help to conduct the research.
For instance, an incident has happened, the opinion and
experience of the eye witnesses and the connected persons are
taken into consider in the research format.This type of research
is called phenomenological research.

108. Discussion on other types of Research Methods

109. Qualitative Research
It is to study of-
 Various perspectives of human life, society
 Individual opinion, feeling, need, attitude, aptitude, practice,
behavior, knowledge.
 Social complexity, interaction, traditional and contemporary belief,
concept, experience and system.

110.  It is scientific systematic discussion and description of human
existence & culture.
 In this process the researcher becomes a part of respondent life,
observes minutely, experience their culture and becomes intimate
with them.
 The researcher gather experience and can be able to give detail, in-
depth description on the subject.
 It is a participatory approach.
 In this research process analysis is done on ‘why it is not’ & ‘what it
is’.

111. Research method in Qualitative Research
 Minute observation
 In depth intimate interview
 Detail survey
 Focus group discussion

112. Limitations:
 More scope for researcher’s biasness
 Researcher needs to know the respondents culture
 More scope for Researcher- respondent cultural conflict
 Large group study is not always possible
 Time consuming
 Without background study of the respondent may be sometime
becomes risk for the researcher
 Fact credibility

113. Qualitative vs Quantitative
“When, among a set of observations, any single observation
is a number that represents an amount or a count, then the
data are quantitative.“
“When, among a set of observations, any single observation
is a word, or a sentence, or a description, or a code that
represents a category then the data are qualitative.“
(Source- UsabilityTest Data by Dr. Philip Hodgson)

114. Discussion on Communication Research

115. Types of communication Research
There are three types of research-
 Process Research
 Effect Research
 Impact Research

116. Process Research:
ATV advertisement on chocolate is made to attract youth. If the
impressiveness and persuasive nature of that ad compels youth to buy
it and at that time the research is pursued, that type of research is
called processed research.

117. Effect Research:
If the advertisement of chocolate can create a demand of that
particular product in youth, it means the ad could create an effect
on the audience.The study on the effect of that ad is called effect
research.

118. Impact Research:
Effect is considered as short term activity.The use of that
particular product may become habit of a group of youth and can
penetrate the product in daily life causing a distinguished change
in life style.The study on the reasons of continuation of product
existence in life is called impact study or impact research.

119. Mass Media Research
 Print media research
 Electronic media research
 Advertising & Public Relations Research
 New media research

120. A. Print media Research
 Circulation research
 Readership Research
 Management Research
 Typography Research
 Readability Research
 Web use Research

121. Circulation Research
 A study on number of copies distributed on an average
everyday.
 ABC Audit Bureau of circulation is independent body in this
regard
 Two ways of research

122.  Analysis of a particular group of people or in a particular area
as readers the circulation of a paper and overall impact.
 Analysis of impact of circulation on individual reader each
through their behavior pattern.
 Individual subscription makes an impact.

123. Readership Research
A study on readers’ preference regarding the content, context,
presentation style of the newspaper.

124. A few areas of Readership Research
 Reader and non reader: Behavioral pattern of the readers. Non
readers mean the person not reading the newspaper or
frequently not read.
 Interaction between reporter to reader via editor: A study on
the interaction among three group of people opens different
dimension in the context of news paper

125.  Choosing the news item: A study on the reader’s preference of
newspaper items like article, feature, page 3 information,
breaking news, science and technology related new and may
more.The item selection method is called aided recall.
 Readers background:The study on readers background helps to
identify target audience and the preference of content to be
designed.

126.  Use and gratification: The theory of use and gratification says-
what people do with media rather what media does to the people.
In this type of research, the motive and satisfaction of reader on
media is studied.
 Magazine readership Researcher: Either the individual respondent
is asked to rate (in 5 point scale) the content, presentation style of
the magazine or a panel of readers (20 or more) are asked to do the
same.

127. Management Research
 A study on the effectiveness of the current management
system of media house.
 Research on Media expansion, cut throat market
competition, adoption of new technology, skill development
of employee and status of intra structure as well as man
power.

128. •It is also known as make up research.
• Study on presentation style of content in newspaper like
layout, font style, size, white space etc.
Typography Research

129. Readability research
A study on the level of comprehension of the content of the
newspaper.The quality parameter like-Easy or difficult,
attractive or no attractive etc can affect the success of the
paper.

130.  Research based on use of web
 Research on acceptability of online journalism
 The impact of online news culture on traditional media.
 Study on use of internet to collect information for news
preparation.

131. B. Electronic media research
There are two approaches-
 Research on electronic media, e.g. impactTV on children
 Research in electronic media, e.g.The popularity of a
particular programme in a particular channel.
The second category uses two research methods
Rating
Non rating

132. Rating method
 Aim to actual representation of viewer
 Electronic meter are placed onTV set
 Sample may be hundred, may be thousand
 Besides electronic meter, especially at local level diaries are used
for the same purpose.
 Rating = Household/population
 People/population (in case of radio)
 Total number of homes using television (HUT)
 Person using radio (PUR)

133.  Three aspects are monitored—
 Mode of access like DTH or cable
 Channel and programme
 The viewer

134. Non rating method
 Aim to focus on audience behavior and aptitude
 Analysis is done on audience programme preference, their
demographic profile, lifestyle, different programme format to
know the actual demand and aspiration of audience.

135. A few non-rating methods
1. Testing programme:
A research team studies various phases of a programme like idea,
rough cut and post production on behalf of decision makers.
Before broadcasting the original programme, dummy production
is shown to the target audience and their reaction is analyzed to
confirm the success after broadcasting.

136. 2. Listening habit study:
 It is basically done for radio
 In auditorium music testing, 100-200 listeners gather in an
auditorium (25-40 age group)
 Hooks are played and the reaction of listeners are recorded.

137. 3. Callout research:
 The audience are called on either telephone or mobile
 The respondents give rate upon the hooks after listening on
telephone only.
 At a time 15-20 songs are played
 It is comparatively inexpensive in nature

138. 4. Focus group study:
A group discussion on programme format, character, image of the
channel is analyzed.
5. Performer Q test:
 Celebrities are chosen for anchoring a programme
 A sample of audience are asked to rate the celebrities from a
prefixed list and based on that decision is taken.

139. Important to know…..
Audience Research
 Gathering data on reach-access, environment-exposure and
content-context of media in relation to a particular group of
audience is called audience research. In audience research various
characteristics (based on various criteria) are needed to be
analyzed to get more authenticated relevant data.
 Demographic profile, social background acceptance and system
economical class, educational status, in build faith, culture,
tradition, values, health and hygiene structure, language, attitude,
attitude, need and demand, life style and settlement, credibility
and reliability of source of information  a few important as well
as significant characteristics of audience.

140. C. Advertising Research
Broadly there are five forms of Ad research.
 Ad strategy research: A study on product concept, usage, target
audience, use of media, brand positioning in the market, competitive
situation.

141.  Research on ad creativity: A study on ad concept, appeal,
pricing, brand name, market opportunity.
Survey, interview, focus group discussion, observation are
taken help for research.
 Audience profile research: A study on audience profile their
expectation and need.

142.  Pre-testing advertisement: A study on the acceptance of ad
message in advance using various techniques.
Like focus group discussion, port folio test, interview, direct mail
test.
 Post testing and evaluation campaign: A study on after effect of
already launched advertisement. Marketing mix(7 Ps) are used
here to analyze.

143. D. Public Relations Research
 Applied research: Strategy research and evaluation research
 Basic research: A study on PR process and its fundamental.
 Introspective research: A study on scope, possibilities in PR field.

144. Process of PR Research
 Selecting a problem
 Plan and execution of the research design
 Implementation
 Evaluation

145. Ethics in Research
 Avoiding conflict of interest
 Avoiding plagiarism
 Prior permission to take information
 Respect all cast, creed and culture
 Avoiding biasness

146.  No exaggeration of message with undue color and aim
 Avoiding to mislead the respondents
 No misleading conclusion
 Avoiding to disclose the respondents identity
 No focus on only personal interest fulfillment
 Respect to own along with others profession

147. Scales: Qualitative Communication Research
 Continuum
Continuum means measurable factors. E.g. popularity of a channel
according to audience perspective.There will be two factors- likes
or dislikes.Those must be expressed through number say for
instance – likes: 1, Dislikes: 2.Then the result can be analyzed.

148.  Reliability
A scale expresses the similar measurement in the similar condition.
E.g. two people from two different groups remaining under same
condition may like the same news channel. Under the reliability
scale pretest method is very significant. One single scale is
prepared and is applied twice on the same population. After that
the results are compared.

149.  Jury opinion:
There is a scale i.e. validity using jury opinion method is frequently
used in research where the judgment of a group of people on a
particular person or issue is considered final outcome.
 Point Scale: Proved by Gauss’s Theorema Egregium

150.  Social distance Scale:
In our society everyone is having relations with others but every
where there is a distinguish space.The distance or space depends
upon the gravity of the relationship. Cost, class, background fix the
distance.
There are three major social distance scales.
i. Bogardus social distance scale
ii. The likert social distance scale
iii. Socio metric social distance scale

151. i. Bogardus Scale:
 Invented by Emony S. Bogardus
 Psychological testing scale
 Measuring person’s willingness of social activities
participation irrespectively diverse group or class.

152. ii. Likert Social distance scale:
 To measure the people attitude.
The process:
Five categories of opinion and express into point scale
 Definitely agree (1)
 Agree (2)
 Still not decided (3)
 Disagree (4)
 Definitely disagree (5)
The statement will be given to the respondents and asked to mention the
point against each statement.The score will be arranged in ascending order.

153. Selected References and further readings

Anders, H. (1998). Mass Communication Research Methods. Basingstoke: Macmillan Press.
 Buddenbaum, J. M., & Novak, K. B. (2001). AppliedCommunication Research. Ames, IA: Iowa
State University Press.
 G, K. P. (2008). Electronic Media andCommunication Research Methods. Place of publication
not identified: Authors Press.
 Kothari, C. R. (2004). Research Methodology: Methods &Techniques. New Delhi: NewAge
International (P) Ltd.
 Reinard, J. C. (2006). Communication Research Statistics.Thousand Oaks, CA: SAGE
Publications.
 Treadwell, D. (2011). Introducing communication research: Pathsof Inquiry.ThousandOaks, CA:
SAGE Publications.
 Wimmer, R. D., & Dominick, J. R. (2005). Mass media research: An introduction, 8th ed. Belmont,
CA:ThompsonWadsworth.

154. Thank you