Herbert Lee Williams defines ‘Research’ as “the act of probing for accurate reliable useful information and of organising that information so that sound conclusions can be drawn”. Research can be simple and inexpensive or elaborate and costly.
Need for Research
To Promote authenticity and credibility
To acquire legal protection
To generate goodwill
To facilitate investigative journalism
To facilitate self appraisal
To improve marketing potential
To support sales promotion efforts
Types of Research
News Media / News Paper Research can be broadly classified into 3 broad categories
such as:-
1Research about the market.
Market Research helps the unit as stated below :
To indulge in self appraisal and estimate its position in the news industry.
To identify market potential and threats.
To understand the requirements of
Advertisers and to provide them with details.
To facilitate the emergence of new ideas.
To understand Dealership problems and potential
To foresee the threat of competition and overcome it.
To facilitate Developmental journalism.
To identify the scope for investigative
journalism.
To enable the creation of Reader’s / consumer panels
To generate content for feature writing.
To plan for growth and expansion.
2 Research about the News Media / News paper.
Research about the News Paper may be conducted from various angles.
a) On publication aspects:- This kind of research based on content analysis .
It is conducted through a questionnaire.
b) On circulation aspects:- It is carried out for legal purposes as well as to provide information to advertisers.
c) On public acceptance / goodwill aspects:- It is carried out with the help of ‘assisted recall’ method.
d) On technical aspects :- It facilitates the evaluation of technical and professional excellence, leading to quality improvement.
3. Product Research.
Product research is the latest development in News Paper research.It provides vital information to the manufacturers about the acceptance of a product in a market. The news paper Readers Panel provides a continuous feed back to the manufacturers by maintaining consumer diaries.
Problems in Research
Identification of the target audience
Difficulties in gathering demographic data
Geographical hurdles
Psychological hurdles.
Socio legal hurdles
Political hurdles
Cultural hurdles.
Research sources
The Secondary research sources may be listed as below:-
28 Indian universities have Departments of Journalism which publish research findings.
Indian Institute of Mass communication.
Dr.Rajendra Prasad Institute of communication studies.
Press Institute of India
Research and reference Division of the Ministry of Information and Broadcasting.
National Documentation centre on Mass Communication, 1976.
Department of Audio Visual Publicity and Research (DAVP).
On line search engines, portals, blogs.
Need for Research
To Promote authenticity and credibility
To acquire legal protection
To generate goodwill
To facilitate investigative journalism
To facilitate self appraisal
To improve marketing potential
To support sales promotion efforts
Types of Research
News Media / News Paper Research can be broadly classified into 3 broad categories
such as:-
1Research about the market.
Market Research helps the unit as stated below :
To indulge in self appraisal and estimate its position in the news industry.
To identify market potential and threats.
To understand the requirements of
Advertisers and to provide them with details.
To facilitate the emergence of new ideas.
To understand Dealership problems and potential
To foresee the threat of competition and overcome it.
To facilitate Developmental journalism.
To identify the scope for investigative
journalism.
To enable the creation of Reader’s / consumer panels
To generate content for feature writing.
To plan for growth and expansion.
2 Research about the News Media / News paper.
Research about the News Paper may be conducted from various angles.
a) On publication aspects:- This kind of research based on content analysis .
It is conducted through a questionnaire.
b) On circulation aspects:- It is carried out for legal purposes as well as to provide information to advertisers.
c) On public acceptance / goodwill aspects:- It is carried out with the help of ‘assisted recall’ method.
d) On technical aspects :- It facilitates the evaluation of technical and professional excellence, leading to quality improvement.
3. Product Research.
Product research is the latest development in News Paper research.It provides vital information to the manufacturers about the acceptance of a product in a market. The news paper Readers Panel provides a continuous feed back to the manufacturers by maintaining consumer diaries.
Problems in Research
Identification of the target audience
Difficulties in gathering demographic data
Geographical hurdles
Psychological hurdles.
Socio legal hurdles
Political hurdles
Cultural hurdles.
Research sources
The Secondary research sources may be listed as below:-
28 Indian universities have Departments of Journalism which publish research findings.
Indian Institute of Mass communication.
Dr.Rajendra Prasad Institute of communication studies.
Press Institute of India
Research and reference Division of the Ministry of Information and Broadcasting.
National Documentation centre on Mass Communication, 1976.
Department of Audio Visual Publicity and Research (DAVP).
On line search engines, portals, blogs.