The course is aimed at providing the students with the tools to outline, execute and evaluate mass media research. The primary focus is on using research for electronic media including basic concepts and methods of electronic media research including rating and non-rating research; station image research; and programming research. The students will learn the most important research methods used in the field.

By the end of this semester, students will be able to demonstrate an understanding of the diversity of audiences, their demands and the components important to different stages of  production; understand concepts and apply theories in the use and presentation of images and information;  think critically, creatively and independently;  Conduct research and evaluate information by methods appropriate to the communications professions in which they work; and Present the findings of  research in a comprehensive, well-organized report.

​Learning Outcomes 

After the completion of ocurse, the students will be able to:

Identify terms and concepts related to electronic media research.

 Demonstrate familiarity with historical development of research in electronic media industries

Understand the methods and techniques used for rating research in Pakistan  both for radio, television and interactive sources

Analyze how media outlets obtain and use ratings data

Understand the techniques used in non-rating research

 Explain significance of research in electronic media

Pre-requisite:

The students must have passed the fundamental courses of Electronic Media and Research Methods.

Course Contents

Basic concepts of mass media research

Research in Electronic Media: Significance, Areas of Research, Audience/Viewer Research (Rating Studies), Management Research, Program and Presentation Research (Non-Rating Studies), Personality/Talent Studies, Advertiser Analysis and Sales Research, Station Image Analysis, Electronic Media Technology Research

Statistics: Descriptive vs Inferential Statistics, Parametric vs Non-parametric Statistics, Proposal and Report Writing, Ethical Issues in Electronic Media Research

READINGS

1. Wimmer, R.D; & Dominik, J.R. (2003). Mass Media Research: An Introduction. Wardsworth: USA.
2. Sarantakos, S. (1998). Social Science Research. MacMillan: London.
3. Creswell, J.W. (2009).Research Design: Qualitative, Quantitative and Mix Methods Approaches. Sage: London

ASSESSMENT CRITERIA

Sessional: 20 (Attendance 05, Presentation 05, Assignment 10)

Mid Term Exams: 30

Final Term exam:50

RULES AND REGULATIONS

• 80 % class attendance is a must.
• Assignments would not be accepted after the due date.
• Originality of work would be ensured in case of assignments.
• In group presentations, group members have to divide the sub-topics in consultation with the teacher.

. Note

1. Books are mentioned with serial numbers in the table.
2. At least two assignments would be given to the students during the semester.
3. Presentations would be arranged in group form.
4. Surprise quiz would be a regular activity

Timetable

Day                           Time                 

Wednesday               11:00-12:30     

Thursday                    11:00-12:30

Important Dates

Start date: January 13, 2020  End date: May 8, 2020

First Assignment: 5th Week

Quiz: 6th Week

Second Assignment: 14th Week