Media Research and Approaches

The systematic, rigorous investigation of a situation or problem

in order to generate new knowledge or validate existing
knowledge is called Research. It comprises defining and
redefining problems, formulating hypothesis or suggested
solutions; collecting, organizing and evaluating data; making
deductions and reaching conclusions; and at last carefully
testing the conclusions to determine whether they fit the
formulating hypothesis.
Media Research is the study of the social, psychological and
physical aspects and effects of the different mass media.
Various approaches to Media Research are as follows: Descriptive research includes surveys and fact-finding
enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs, as it exists at
present. The main characteristic of this method is that the
researcher has no control over the variables; he can only report
what has happened or what is happening.
In Analytical research, on the other hand, the researcher has
to use facts or information already available and analyze these
to make a critical evaluation of the material. Analytical research
attempts to explain why and how. It usually concerns itself with
causeeffect relationships among variables.
Applied research aims at finding a solution for an immediate
problem facing a society or an industrial/business organisation.
The central aim of applied research is to discover a solution for
some pressing practical problem.
Fundamental research is mainly concerned with
generalizations and with the formulation of a theory. Basic
research is directed towards finding information that has a
broad base of applications and thus, adds to the already
existing organized body of scientific knowledge.
Qualitative research is concerned with qualitative

phenomenon, relating to or involving quality or kind. Qualitative

research is especially important in the behavioural sciences
where the aim is to discover the underlying motives of human
behaviour. This type of research aims at discovering the
underlying motives and desires, using in depth interviews for
the purpose.
Quantitative research is based on the measurement of
quantity or amount. It is applicable to phenomena that can be
expressed in terms of quantity. It usually involves collecting and
converting data into numerical form so that statistical
calculations can be made and conclusions drawn.
Conceptual research is related to some abstract idea or
theory generally used by philosophers and thinkers to develop
new concepts or to reinterpret existing ones. The researcher
breaks down a theorem or concept into its constituent parts to
gain a better & deeper understanding of the issue concerning
the theorem. Conceptual research is a useful method but should
be used in conjunction with other methods to produce better &
understandable results.
Research done on experience or observation alone, without due
regard for system and theory is called Empirical Research. It
is also called Experimental research as the conclusions can be
verified by observation or experiment. The researcher provides
himself/herself with a working hypothesis to get the probable
results. Facts are found to prove or disprove the hypothesis
after which experimental designs are made to bring forth the
desired information.
Historical Research is research involving analysis of events
that occurred in the remote or recent past. Understanding this
can add perspectives on how we examine current events.
Ethnographic Research refers to the investigation of a
culture through an in-depth study of the members of the
culture; it involves the systematic collection, description and
analysis of data for development of theories of cultural
behaviour.
Exploratory Research is a type of research conducted for a

problem that has not been clearly defined. Exploratory research

helps determine best research design, data collection method
and selection of subjects.
Grounded theory Research is a research approach designed
to discover what problems exist in a given social environment
and how the persons involved handle them; it involves
formulation, testing, and reformulation of propositions till a
theory is developed. It operates in a reverse fashion from
traditional research.