This book is an attempt by me, to cover the SYBMM syllabus prescribed for Mass Media Research by the University of Mumbai.
Contents –
1. Relevance, Scope of Mass Media Research and Role of Research in the Media
2 Steps Involved in the Research Process
3 Qualitative and Quantitative Research
4 Discovery of Research Problem, Identifying Dependent and Independent Variables, Developing Hypothesis
5 Concept, Types and uses of Research Designs
6 Data-Collection Methodology
7 Designing Questionnaire and Measurement Techniques
8 Sampling Process
9 Data Tabulation and Research Report Format
10 Application of Research in Mass Media
11 Introduction to Semiology
12 Content Analysis
Bibliography
