Role Role ofof Research and Research and Readership surveysReadership surveys

Definition of ResearchDefinition of Research

Herbert Lee Williams defines ‘Research’ as Herbert Lee Williams defines ‘Research’ as

“ “the act of probing for accurate reliable the act of probing for accurate reliable

useful information and of organising that useful information and of organising that

information so that sound conclusions can beinformation so that sound conclusions can be

drawn”. drawn”.

Research can be simple and inexpensive or Research can be simple and inexpensive or

elaborate and costly.elaborate and costly.

Need for ResearchNeed for Research To Promote authenticity and credibilityTo Promote authenticity and credibility To acquire legal protectionTo acquire legal protection To generate goodwillTo generate goodwill To facilitate investigative journalismTo facilitate investigative journalism To facilitate self appraisalTo facilitate self appraisal To improve marketing potentialTo improve marketing potential To support sales promotion effortsTo support sales promotion efforts

Types ofTypes of ResearchResearch

News Media / News Paper Research can News Media / News Paper Research can

be broadly classified into 3 broad categoriesbe broadly classified into 3 broad categories

such as:-such as:-

1.1. Research about the market.Research about the market.

2.2. Research about the News Media / NewsResearch about the News Media / News

paper.paper.

3. Product Research.3. Product Research.

1.Research about the Market.1.Research about the Market.

Market Research helps the unit as stated below :Market Research helps the unit as stated below :To indulge in self appraisal and estimate its position To indulge in self appraisal and estimate its position

in the news industry.in the news industry.To identify market potential and threats.To identify market potential and threats.To understand the requirements of To understand the requirements of Advertisers and to provide them with details.Advertisers and to provide them with details.To facilitate the emergence of new ideas.To facilitate the emergence of new ideas.To understand Dealership problems and potentialTo understand Dealership problems and potentialTo foresee the threat of competition and overcome it.To foresee the threat of competition and overcome it.

Research about the Market….Research about the Market….

To facilitate Developmental journalism.To facilitate Developmental journalism.

To identify the scope for investigative To identify the scope for investigative

journalism.journalism.

To enable the creation of Reader’s / consumer To enable the creation of Reader’s / consumer panelspanels

To generate content for feature writing.To generate content for feature writing.

To plan for growth and expansion.To plan for growth and expansion.

2.Research about the Newspaper2.Research about the Newspaper

Research about the News Paper may be conducted from Research about the News Paper may be conducted from various angles.various angles.

a) a) OnOn publication aspectspublication aspects:- This kind of research based on :- This kind of research based on content analysis .content analysis .

It is conducted through a questionnaire.It is conducted through a questionnaire.b) b) On circulation aspectsOn circulation aspects:- It is carried out for legal purposes :- It is carried out for legal purposes

as well as to provide information to advertisers.as well as to provide information to advertisers.c) c) On public acceptance / goodwill aspectsOn public acceptance / goodwill aspects:- It is carried out :- It is carried out

with the help of ‘assisted recall’ method.with the help of ‘assisted recall’ method.d) d) On technical aspectsOn technical aspects :- It facilitates the evaluation of :- It facilitates the evaluation of

technical and professional excellence, leading to quality technical and professional excellence, leading to quality improvement. improvement.

3. Product Research3. Product Research

Product research is the latest development Product research is the latest development

in News Paper research.in News Paper research.

It provides vital information to the It provides vital information to the

manufacturers about the acceptance of amanufacturers about the acceptance of a

product in a market.product in a market.

The news paper Readers Panel provides aThe news paper Readers Panel provides a

continuous feed back to the manufacturers by continuous feed back to the manufacturers by

maintaining consumer diaries.maintaining consumer diaries.

Problems in ResearchProblems in Research

Identification of the target audienceIdentification of the target audience Difficulties in gathering demographic dataDifficulties in gathering demographic data Geographical hurdlesGeographical hurdles Psychological hurdles.Psychological hurdles. Socio legal hurdlesSocio legal hurdles Political hurdlesPolitical hurdles Cultural hurdles.Cultural hurdles.

Research sourcesResearch sources

The Secondary research sources may be The Secondary research sources may be listed as below:-listed as below:-

28 Indian universities have Departments of 28 Indian universities have Departments of Journalism which publish research findings.Journalism which publish research findings.

Indian Institute of Mass communication.Indian Institute of Mass communication. Dr.Rajendra Prasad Institute of Dr.Rajendra Prasad Institute of

communication studies.communication studies. Press Institute of IndiaPress Institute of India

Research sources…Research sources…

Research and reference Division of the Research and reference Division of the Ministry of Information and Broadcasting.Ministry of Information and Broadcasting.

National Documentation centre on Mass National Documentation centre on Mass Communication, 1976.Communication, 1976.

Department of Audio Visual Publicity and Department of Audio Visual Publicity and Research (DAVP).Research (DAVP).

On line search engines, portals, blogs.On line search engines, portals, blogs.