Media Marketing and Research

Paper Code: 
DMC 222
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to –

  • Understand the basics and types of research and media marketing.
  • Gain knowledge about the need, role, importance, functions and ethics of research.
  • Understand the interrelations between elements and application of SPSS software.

 

Learning Outcome:

  1. Students would learn the basic concepts of research, communication research, media research and social research.
  2. Students would gain knowledge about the need, role, importance, functions and ethics of research.
  3. Students would learn the concept of each element of research and the interrelations between elements and application of SPSS software
  4. Students would learn about the various types of research, surveys and polls. 

 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies 

Paper Code

Paper Title

DMC

222

Media Marketing and Research

CO21:Students would be able to acquaint themselves with the concept of research- meaning, role, ethics and their correlation with practical world and current context.

CO22:Students would get acquainted with the tools and techniques used in the media and marketing research.

CO23:Students would be able to understand the data analysis methods and usage of SPSS software and its importance in the process of research.

Approach in teaching:

Lecture cum Discussion

Tool(Power Point Presentation)

Case study methodology can be applied

Learning activities for the students:

Self learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical

Class test Continuous Assessment Test Semester end  examination

Assignments

Presentation.

 

10.00
  • Research - Definition, Meaning, Types, Scope and Importance, Process of Research
  • Research Approaches, Concepts, Construct, Variable and Levels of Measurement, Hypothesis
10.00
  • Research Design- Exploratory, Descriptive, Explanatory and Experimental
  • Features of a Good Research Design
  • Sampling, Characteristics of a Good Sample, Types of Sampling 
15.00
  • Tools and Techniques of Data Collection-Observation, Interviews, Questionnaire, Survey, Schedule, Panel Discussions, Content Analysis and Case Study
15.00
  • Data Analysis Process, Historical Analysis-Central Tendency, Standard Deviation, Correlation and Regression, SPSS
  • Graphical Representation of Data
10.00
  • Writing Report, Ethical issues Related to Publishing
  • Reference Management Software, Software for Paper Formatting, Software for Detecting Plagiarism 
References: 
  1. Ahuja R.(2001). Research Methods. New Delhi. Rawat Publication.          
  2. Berger A. (2016). Media and Communication Research Methods. New Delhi. Sage Publication
  3. Menon, M. (2007) Indian Television and Video Programmes: Trends and Policies New Delhi Kanishka Publishers.
  4. Seabright, P. (2007). The Economic Regulation of Broadcasting Markets: Evolving Technology and Challenges for Policy Cambridge. Von Hagen.
  5. Wadia, A.(2007). Broadcast Management in India: Major Guidelines and Policy Frameworks, New Delhi. Kanishka Publishers.
Academic Year: 
2023-2024
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