Posted in Marketing and Strategy Terms, Total Reads: 3850
Definition: Media Research
It is the study of the effects of the different mass media on social, psychological and physical aspects. Research survey that segments the people based on what television programs they watch, radio they listen and magazines they read.
For example: Time a person spends with a particular medium.
It includes achievements and effects of media and a study about the development of media. Newspapers, magazines, radio, TV, Cinema or other mass media analysis and collection of information’s. It helps to understand the ways in which media can meet the needs of the audience. Whether it can provide information and entertainment to more and different types of people. New technological improvements that helps to improve or enhance the medium. Thus in order to deal with social and political issues insightfully, management and regulation of media is needed. Unbiased evaluation of data can be achieved through media research.
We need to understand:
The nature of medium being used
The working of the medium
Technologies involved in it
Difference and similarities between it and other media vehicles
Functions and services provided by it
Cost associated and access to new medium
Effectiveness and how it can be improved
As decision process depends on data, thus media research has grown to be utilized for long range planning. Research is in growth phase due to competitions between different media.