Media Marketing and Research

Paper Code: 
25DMC222
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives

 

This course will enable the students to delve into research fundamentals, designing methodologies, and mastering data analysis techniques to conduct comprehensive and effective research across various disciplines.

 
Course Outcomes: 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25DMC222

Media Marketing and Research (Theory)

CO46:Explore research fundamentals, encompassing definition, types, approaches, and the research process.

CO47: Design various research methodologies.

CO48: Analyse tools and techniques for data collection. CO49: Evaluate data analysis process including historical analysis techniques such as central tendency, standard deviation, correlation, and regression.

CO50: Analyze report writing and awareness of ethical considerations in publishing.

CO51: Contribute effectively in course-specific interaction.

Approach in teaching: Interactive Lectures, Discussion, Tutorials, Reading assignments, Demonstration

Learning activities for the students:

Self-learning assignments, , Simulation, Seminar presentation, , Field work

Class test, Semester end examinations, Quiz,

Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

12.00
Unit I: 
Fundamentals and Methodological Approaches of Research

  • Research - Definition, Meaning, Types, Scope and Importance, Process of Research

  • Research Approaches, Concepts, Construct, Variable and Levels of Measurement, Hypothesis

12.00
Unit II: 
Research Designs: Exploring Methodologies and Sampling Techniques

  • Research Design- Exploratory, Descriptive, Explanatory and Experimental

  • Features of a Good Research Design

  • Sampling, Characteristics of a Good Sample, Types of Sampling

12.00
Unit III: 
Data Collection Methods

  • Tools and Techniques of Data Collection-Observation, Interviews, Questionnaire, Survey, Schedule, Panel Discussions, Content Analysis and Case Study

 

12.00
Unit IV: 
Data Dynamics

  • Data Analysis Process, Historical Analysis-Central Tendency, Standard Deviation, Correlation and Regression, SPSS

  • Graphical Representation of Data

12.00
Unit V: 
Navigating Ethical Publishing and Utilizing Software Tools

  • Writing Report, Ethical issues Related to Publishing

  • Reference Management Software, Software for Paper Formatting, Software for Detecting Plagiarism

Essential Readings: 

Essential Readings:

 

  • Anderson, J. (2011). Media Research Methods. Sage Publications.

  • Sharma, A. (2013). Media Research Methodology. Maxford Books.

  • Berger, A. (2016). Media and Communication Research Methods. Sage Publication.

  • Treadwell, D. (2017). Introducing Communication Research. Sage Publication.

  • Royse, D. (2008). Research Methods in Social Work. Thompson Learning INC.

  • Wellington. (2007). Research Methods for the Social Sciences. Continuum International Publishing Group.

References: 

Suggested Readings:

 

  • Reader, W. (2004). Social Research Methods. Routledge.

  • Bryman, A. (2012). A Social Research Method. Oxford University Press.

  • Guthrie, G. (2010). Basic Research Methods: An entry to social science. Sage Publication.

  • Ahuja, R. (2001). Research Methods. Rawat Publication.

  • Levin. (2006). Elementary Statistics in Social Research. Pearson Publication.

  • Kothari, C. R. (2009). Research Methodology: Methods & Techniques. New Age International Publication.

 

E-Resources:

 

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Academic Year: 
2025-2026
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