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Media Marketing and Research [1]

Paper Code: 
DMC 222
Credits: 
4
Contact Hours: 
4.00
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.

 

 

Research - Definition, Meaning, Types, Scope and Importance, Process of Research, Research Approaches, Concepts, Construct, Variable and Levels of Measurement, Hypothesis

 

Research Design- Exploratory, Descriptive, Explanatory and Experimental, Features of a Good Research Design, Sampling, Characteristics of a Good Sample, Types of Sampling

 

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

 

Data Analysis Process, Historical Analysis-Central Tendency, Standard Deviation, Correlation and Regression, SPSS, Graphical Representation of Data

 

Writing Report, Ethical issues Related to Publishing, Reference Management Software, Software for Paper Formatting, Software for Detecting Plagiarism

 

Essential Readings: 
  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.

 

References: 
  1. Seabright, P. (2007). The Economic Regulation of Broadcasting Markets: Evolving Technology and Challenges for Policy Cambridge. Von Hagen.
  2. Wadia, A.(2007). Broadcast Management in India: Major Guidelines and Policy Frameworks, New Delhi. Kanishka Publishers.

 

Academic Year: 
2022-2023 [2]

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Source URL: https://journalism.iisuniv.ac.in/courses/subjects/media-marketing-and-research

Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/media-marketing-and-research
[2] https://journalism.iisuniv.ac.in/academic-year/2022-2023