lecture # 02 (intro to mass media research) 8th july 2014
DESCRIPTION
Lecture # 02 for Media Research Students (Introduction to Mass Media Research)TRANSCRIPT
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Intro to mass media research
Prof. Dr. Akhlas Ahmed
Lecture # 02, July 9th 2014Greenwich University
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WHAT IS RESEACH?
Verb
The systematic investigation into
Study of materials and sources in order to
establish facts
Reach new conclusion
The systematic, rigorous investigation of a
situation or problem in order to generate new
knowledge or validate existing knowledge.
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Some Important Questions What is research?
Why it is so important?
When will research process commence?
What is the need of a research?
Where to do the research?
How to start the research?
What types of research are there?
What ethical considerations are there when conducting
research?
How might research findings be used?
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TYPES OF RESEACH
Qualitative Research
Descriptive in nature
Paradigm usually associated with the socially
constructed nature of reality. It is about
recording, analyzing and attempting to uncover
the deeper meaning and significance of human
behavior and experience, including contradictory
beliefs, behaviors and emotions.
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TYPES OF RESEACH
Quantitative Research
Analytical in nature
Quantitative research is generally associated
with the positivist/post-positivist paradigm. It
usually involves collecting and converting data
into numerical form so that statistical
calculations can be made and conclusions
drawn.
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VARIABLES USED IN RESEARCH
A variable is an object, event, idea, feeling, time period, or
any other type of category you are trying to measure.
Therefore, variables are measurable characteristics or
properties of people or things that can take on different
values.
A variable is something that can change, such as gender,
which can be either male or female, age which can be 15
years old, 16 years old, 20, 38 or 30 years old and
variables are typically the focus of a study.
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TYPES OF VARIABLES
There are two major types of variables
Independent variable
Dependent variable
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INDEPENDENT VARIABLE An independent variable is one which is manipulated by
the researcher. It is like the knob on a dial that the
researcher turns.
An independent variable is that stands alone and isn’t
changed by the other variables you are trying to measure.
Example: someone’s age is an independent variable.
Other factors such as what they eat, how much they go to
school, how much television they watch aren’t going to
change a person’s age. In fact, when you are looking for
some kind of relationship between variables you are trying
to see if the independent variable causes some kind of
change in the other variables, or dependent variables.
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DEPENDENT VARIABLE A dependent variable is one which changes as a result of
the independent variable being changed. Just like an
independent variable, a dependent variable is exactly
what it sounds like. It is something that depends on other
factors.
Example, a test score could be a dependent variable
because it could change depending on several factors
such as how much you studied, how much sleep you got
the night before you took the test, or even how hungry you
were when you took it. Usually when you are looking for a
relationship between two things you are trying to find out
what makes the dependent variable change the way it
does.
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EXAMPLES OF VARIABLES
There are two major types of variables
Independent variable
Dependent variable
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MEDIA RESEARCH Media is the most powerful tool of
communication. It helps promoting the right things on right time. It gives a real exposure to the mass audience about what is right or wrong. Even though media is linked with spreading fake news like a fire, but on the safe side, it helps a lot to inform us about the realities as well.
Media research helps the producer know what kind of his /her audience and their needs at that time, its better for a Radio presenter to know at what time he/she can play a certain type of music to a particular type of age group for example POP Music to youth and jazz for adults.
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TYPES OF MEDIA RESEARCH
1. Readership2. Circulation3. Management4. Typography-makeup's5. Readability6. Online-media use
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IMPORTANCE OF MEDIA RESEARCH
Media has a constructive role to play for the society. Today News Channels and even some Newspapers are mouthpiece of some social issues, which helps us to estimate the realities of lives.
Media has played an important role in order to focus on the social issues in almost every era. It is the fact that in most of the eras, media were not being given free and fair chances to explore the issues of society more openly than it is being given now; but we can't deny this fact that the issues were always raised in order to provide justice to the people.
Pakistani Media has expanded it's chain during this era, and many cases and issues were brought under one umbrella, which showcase us that even today, we are bounded in the barriers of loads of problems and issues, which is to be sought out.
Now, the time has arrived, when we need to re-think about our attitudes towards society.
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VARIABLE USED IN MEDIA RESEARCH
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HOW DOES MEDIA RESEARCH DIFFER FROM
THE OTHER FORM OF RESEARCH?
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ROLE OF RESEARCHERIN MEDIA
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WHY IS RESEARCH IMPORTANT IN MEDIA
INDUSTRY?
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4W & 1H
Your…MEDIA Research project !
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RESEARCHPROCESS…
SERIES OF STEPS which make up
research from the development of an
idea to the completed research paper.
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Research Process
Ordered set of activities focused on…
systematic collection of information
using accepted methods of analysis
as a basis for drawing conclusions
and making recommendations.
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There are five basic steps of any research process
Research Process… 1. Defining Research Needs2. Developing a Research
Strategy3. Conducting Research4. Evaluating Resources5. Incorporating Resources
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First step in any process is defining what you need…
1. Describe your research need through developing any hypothesis.(an idea that attempts to explain something but has not yet been tested or proved to be correct)
2. Distinguish between different types of resources to decide which to use.
FIRST STEP
DEFINING RESEARCH NEEDS
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Understand your assignment Think different problematic issues Identify a real problem Pick manageable task Suggest suitable title for research Turn idea into research questions. Discuss your idea with others Define research topic explain idea as project summary Distinguish between different
types of resources to decide which to use.
Make vision for your project Develop aims & objectives or
goals for your research project Write down project summary Find the best resources suitable
for your assignment.
Defining Research Need
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Second step in any research process is developing research strategy…
1. Build a key word search2. Brainstorming search terms to
get the most relevant information.
SECOND STEP
DEVELOPING RESEARCH
STRATEGY
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Visualize what exact information you need. Find out the ways & means for the research. Make plan which kind of resources would you like to utilize for research project.
A good search strategy will help you in writing a research procedure, formulating research methodology & research mission statement (action plan).
DevelopingResearch Strategy
Build a list of important keyword Discuss these key words, find out the keyword synonyms , consider word spellings, forms & structure, brainstorm the research concept The success of a search depends on the keywords you use in your research and how you combine them.
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THIRD STEP
CONDUCTING THE
SEARCH
Third step in any process is conducting the search…
1. Start searching info 2. Review literatures3. Plan research samples4. Conduct surveys5. Keep interviews6. Link to useful websites
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Visit university library… Find books, magazines, journals in the libraries catalog Find articles through newspaper catalog
Find any reputable digital library… Select valuable search engine Choose good web portal or
website Use online dictionaries, literatures,
encyclopedias, presentations, word docs for the access of information
There is no shortage of information sources at your disposal! A variety of options are available, including books, periodicals, and web sites. Your job is to sift through the information glut and find the best resources for your assignments.
Let's talk about the strengths and weaknesses of the different types of information sources: books, scholarly journals, popular magazines, and the Internet. Double check the whole research concept , design and process
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FOURTH STEPEVALUATING RESOURCES
Fourth step in any research process is evaluating resources…
1. Evaluating all info extracted from database, articles, books, periodicals, journals etc.
2. Analyze collected info from web
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Sort out relevant info from articles, books, catalogues, magazines… You'll encounter articles that come from two different sources: popular magazines and scholarly journals.
Select useful information… To save time, evaluate the
books, articles, and web sites you find to be sure they are relevant to your research topic
Many students try to "force" resources to fit their assignments instead of continuing to search until they find resources that really fit.
Trying to force quotations and facts that don't fit into a project outline takes a lot of time. Even if you can stick them in somewhere, the result is an assignment that seems poorly planned.
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FIFTH STEPINCORPORATING
RESOURCES
Fifth step of research process is incorporating resources…
1. First understanding plagiarism2. Integrating your research data3. Cite your sources4. Give references
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Understanding Plagiarism… Copying someone else's words without using quotation marks Quoting someone else's words inaccurately Citing the wrong source
Integrating your Research… To integrate the new
information into your written project thesis presentation and power point presentation after analysis and interpreting data.
Cite your Sources… To create in-text citations in
Final Research Report formats.
Last to create Reference List
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Focus…Research Process
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Develop Research Report
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Presenting… a professional presentation at auditorium in conference / seminar / workshop/ TV program
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KEEP ENJOYING !!!AFTER NICE WORK
GOOD LUCK!!!