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MEDIA

RESEARCH
:Anushree pal

Introduction:
Media

research is the study of social, psychological and


physical aspects and effects of different mass media.
Media research includes a whole range of study about the
development of media, their achievements and effects.
Mass media research is not limited only to decision-making
situations. It is also widely used in theoretical areas to
attempt to describe the media, to analyze media effects on
consumers, to understand audience behaviour and so on.
Everyday there are references in the media to audience
surveys, public opinion polls, growth projections or status
reports of one medium or another, or advertising or public
relation campaigns.
Media research aims at providing an objective, unbiased
evaluation of data. It is often used as a tool of reporting.

Media

research is the study of the social, psychological


and physical aspects and effects of the medium. In this
connection it is researched whether a medium can provide
information and entertainment to more and different types
of people. In what way, new technology can be used to
improve or enhance the sight or sound of the medium?
In media research, we ask different questions including
the following: What is the nature of the medium? How
does it work? What technology does it involve? How is it
different or similar to any other media in any ways? What
function and/or services does it provide? How much does
it cost? Who will have access to the new medium? Is this
medium effective? Can its performance be improved?
Media research, like social science research, uses both
qualitative and quantitative methods. It uses qualitative
and interpretative methods to summarize findings in
words. It uses quantitative or statistical methods to
summarize findings in numbers.

Media

research as a tool of reporting can


also be understood in a variety of others
ways in which mass media are used to
provide interpretation and analysis of the
world in which we live in.

Media resrearch companies in


India:

IMRB International (Corporate office Mumbai,


Maharashtra | Establishment 1970 )
TNS India pvt Ltd (Corporate office London, England,
UK | Establishment 1997 )
RNB Research (Corporate office New Delhi, India |
Establishment 1995 )
Majestic MRSS ( corporate office Mumbai, Maharashtra
| Establishment 1992 )
Market Xcel Data Matrix Pvt. Ltd (Corporate office New
Delhi, India | Establishment 2000 )
IDC (Corporate office Massachusetts, USA |
Establishment 1964 )
Hansa Research (Corporate office Mumbai,
Maharashtra | Establishment 1983 )

Importance of media research:


It is widely used in theoretical areas to attempt
to describe the media
to analyze media effects on consumers
to understand audience behaviour
To assist decision makers. media decision
makers need additional objective information to
evaluate problems, especially when they make
decisions that involve large sums of money.
research on all the elements and their
interactions that affect the success of a piece of
printed material.

Thank you