Media Research

Posted in Marketing and Strategy Terms, Total Reads: 2552

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.



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