Published in Marketing and Strategy Terms by MBA Skool Team
What is Media Research?
Media Research is the study of the effects of the different mass media on social, psychological and physical aspects. Research segments the people based on what television programs they watch, radio they listen, media they access and magazines they read.
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.
Parameters in Media Research
In Media Research, We need to understand:
1. The nature of medium being used
2. The working of the medium
3. Technologies involved in it
4. Difference and similarities between it and other media vehicles
5. Functions and services provided by it
6. Cost associated and access to new medium
7. 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.
An example can be time a person spends with a particular medium like a TV channel, radio station or social media platform. The effectiveness in terms of time spent, interactions etc. are measured. It also includes the costs associated with each channel and ROI provided.
Hence, this concludes the definition of Media Research along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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