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Our web site for media research center has thorough understanding as to what is mass media research, research methods in media, quantitative research in media, & so on. Let us give you some understanding about the field of media research. While many people place the task of learning research high on the “Not to Do” list, the reality is that research is probably the only area in mass media that relates to everything. There isn’t a position in any of the mass media that doesn’t conduct or use research. That’s the reality. And if you plan to be successful in mass media, you must understand at least the basics of research. This doesn’t mean that you must become a statistician with a plastic pocket protector for pens and pencils. What it means is that you need to strive to become a data analyst, or a person who knows how to use statistics and knows how to interpret the results of the methods. This doesn’t mean that you’ll never have to take a statistics class. You will, and probably more than one class because there are some formulas and procedures that you’ll need to know. But . . . you won’t have to become a statistics “geek.” Let’s get started. First, what is research? Research is an attempt to discover something. That’s all there is to it—an attempt to discover something. In addition, if you think about that definition, you will see why research is so important in the mass media. Consider for a moment some of the questions you could investigate: Why do people choose to watch one television program over another? How much time do adults 18 to 24 years old spend reading newspapers? How has the internet affected newspaper reading, TV viewing, radio listening? Why are some advertising campaigns successful and others fail? What makes a successful advertising sales person? How many times have you thought of a question while you were listening to the radio, watching TV, or reading a newspaper or magazine? For example, who decides which songs to play on a radio station? What types of articles are the most popular in your favorite magazine? When is the best time to introduce a new TV program? Where do most people go to get local news information? Why do local TV news programs spend so much time on sports reports when research studies show that sports reports are the least liked element of local TV newscasts? Every time you develop a “who, what, when, where, or why” question when using the mass media, you have raised a question that can be investigated. And that’s what this discussion is all about— trying to find answers to mass media questions.
The importance of research in the mass media becomes clear when we understand something about business (although this understanding also relates to everyday personal life such as relationships with family, friends, and co-workers). However, in reference to business, whatever the business may be, the goal is always very simple and the goal is always the same: Get the highest numbers. The numbers can be things such as audience size, profits, or unit sales. That’s it. That’s the goal of any company— get the highest numbers. It isn’t more complicated than that. Now, getting the highest number may not be as easy as the goal implies. In fact, in most cases, it takes a lot of time and effort to be successful. This singular goal is much easier when a company’s decision-makers follow a simple approach. In this case, it’s a three-step process to reach the goal of getting the highest number: 1. Find out what the people want (customers, audience, readers, etc.); 2. Give it to them; 3. Tell them that you gave it to them. We have seen this three-step process work successfully for both media and non-media businesses. When you think about these three steps, you should see that companies (or individuals) that follow the steps, quite simply, cannot fail. How can a business or individual fail if they give the people (customers, etc.) what they want? Frankly, they can’t. The problem is that not all companies (media and non-media) put this three-step process to work. In most cases, the decision-makers follow the axiom of not being able to see the forest for the trees. They make their business to complicated. In addition to the problem of decision-makers not using the three steps, there is a problem with consumers or customers. The problem is that in most situations people don’t really know what they want or need. They may have an idea, but they don’t know how to verbalize it. That’s where researchers become valuable. Researchers are the people who find out what people want and need so that decision-makers can give it to them (researchers and decision-makers may be one-in-the same). However, researchers are not limited only to getting involved in finding out what people want. Researchers also get involved in the other two steps of the process. For example, in reference to “Give it to them,” researchers find out the best way this can be accomplished. Assume for a moment that a television research project about programming uncovers an audience desire for more game shows on TV. Researchers need to find out such things as: What kind of game show? When should the game show be aired? What types of contestants should be included? Who should be the host? And so on. Then there is the third step in the process: “Tell them that you gave it to them.” Once a new game show is developed, the viewers need to know that the show is available. Researchers find out how the program should be advertised and promoted. They test different approaches to find out which is most successful. Research is involved in every step of the process. And regardless of whether you are involved in writing, production, talent, advertising, distribution, or any other area, you will be involved with research. Mass media researchers use a variety of approaches to answer questions. Some research is informal and seeks to solve relatively simple problems; some is based on theory and requires formally worded questions. All researchers, however, must start with some tentative generalization regarding a relationship between two or more variables. These generalizations may take two forms: research questions and statistical hypotheses. The two are identical except for the aspect of prediction-hypotheses predict an experimental outcome; research questions do not. To make a rather complicated explanation short, research questions are used when researchers conduct preliminary research and are not interested in testing the statistical significance of their findings. There is no area of mass media that is not affected by research. Media research is used for audiences of all types of media; special target groups of radio listeners, TV viewers and readers of news-papers and magazines; informational demands of specific target groups; testing of mass-media products: perception of concepts, content and format of TV and radio broadcasts and printed materials; influence of mass-media on recipient behavior; habits of consummation of TV-, radio- and printed information; preliminary research for launching a new media products — newspapers, magazines, books, video films, TV and radio broadcasts etc.
With regard to media writing, there are some important points to understand. First, is information. The major purpose of writing for the mass media is to present information. Second, one of the purposes of this course is to teach you how to write in a professional environment. That is, we want you to understand what the demands of professionalism are and what you will need to meet those demands. Third, writing in a media environment usually means writing for a mass audience. Chances are, a lot of people are going to read or hear or see what you write (not just your English professor). Understanding that audience is a big part of learning to write for the mass media. Finally, there is the concept of modesty. By that we mean that good writing for the mass media puts the writer in the background and emphasizes instead the content of the writing. An audience doesn’t care what you think or how you feel about what you are writing. The audience wants information, and it wants that information presented accurately, completely, efficiently and precisely. The four characteristics of media writing are: accuracy, completeness, efficiency, precision. Accuracy is the chief requirement of a writer for the mass media. This is not just a journalist’s requirement. All writers are expected to present information accurately and to take some pains in doing so. Many of the procedures for writing for the mass media are set up to ensure accuracy. Completeness means that you should present your information in a context so that it can be easily understood by a mass audience. It should be clear and coherent. Your writing should answer all of the questions that could be expected by the audience. (Not all of the questions that could be asked, but all those that it takes to understand the information.) Efficiency is one of the most prized writing characteristics. Efficiency means using the fewest words to present you information accurately and clearly. Efficiency is difficult to achieve because most people write inefficiently, especially on first draft; most do not do a good job in editing the writing; the world is filled with inefficient writing, and we often fall victim to it. Precision means that as a writer, you take special care with the language. You know good grammar and practice it. You use words for precisely what they mean. You develop a love for the language.
Do note that these above tips are given only as a guideline and would vary based on the requirement of the project. However even with these instructive steps it is not possible for most people to do a good media research or writing like how our expert researchers or writers do. This is why you need the help of our research writing company. So why wait? Read below for more details.
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