Role of Research and Readership surveys

Definition of Research 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 information so that sound conclusions can be drawn”. drawn”. Research can be simple and inexpensive or elaborate and costly.

Need for Research To Promote authenticity and credibility To Promote authenticity and credibility To acquire legal protection To acquire legal protection To generate goodwill To generate goodwill To facilitate investigative journalism To facilitate investigative journalism To facilitate self appraisal To facilitate self appraisal To improve marketing potential To improve marketing potential To support sales promotion efforts To support sales promotion efforts

Types of Research News Media / News Paper Research can be broadly classified into 3 broad categories such as:- such as:- 1. Research about the market. 2. Research about the News Media / News paper. paper. 3. Product Research.

1.Research about the Market. Market Research helps the unit as stated below : To indulge in self appraisal and estimate its position in the news industry. To identify market potential and threats. 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 understand Dealership problems and potential To foresee the threat of competition and overcome it.

Research about the Market…. To facilitate Developmental journalism. To identify the scope for investigative journalism. journalism. To enable the creation of Reader’s / consumer panels To generate content for feature writing. To plan for growth and expansion.

2.Research about the Newspaper Research about the News Paper may be conducted from various angles. a) On publication aspects:- This kind of research based on content analysis. It is conducted through a questionnaire. It is conducted through a questionnaire. b) On circulation aspects:- It is carried out for legal purposes as well as to provide information to advertisers. c) On public acceptance / goodwill aspects:- It is carried out with the help of ‘assisted recall’ method. d) On technical aspects :- It facilitates the evaluation of technical and professional excellence, leading to quality improvement.

3. Product Research Product research is the latest development in News Paper research. It provides vital information to the manufacturers about the acceptance of a product in a market. product in a market. The 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 Research Identification of the target audience Identification of the target audience Difficulties in gathering demographic data Difficulties in gathering demographic data Geographical hurdles Geographical hurdles Psychological hurdles. Psychological hurdles. Socio legal hurdles Socio legal hurdles Political hurdles Political hurdles Cultural hurdles. Cultural hurdles.

Research sources The Secondary research sources may be listed as below:- The Secondary research sources may be listed as below:- 28 Indian universities have Departments of Journalism which publish research findings. 28 Indian universities have Departments of Journalism which publish research findings. Indian Institute of Mass communication. Indian Institute of Mass communication. Dr.Rajendra Prasad Institute of communication studies. Dr.Rajendra Prasad Institute of communication studies. Press Institute of India Press Institute of India

Research sources… Research and reference Division of the Ministry of Information and Broadcasting. Research and reference Division of the Ministry of Information and Broadcasting. National Documentation centre on Mass Communication, National Documentation centre on Mass Communication, Department of Audio Visual Publicity and Research (DAVP). Department of Audio Visual Publicity and Research (DAVP). On line search engines, portals, blogs. On line search engines, portals, blogs.