-
7/28/2019 Career in Media Research
1/3
CAREER IN MEDIA RESEARCH
By
Dr. Pradeep Nair
Research is the key to any successful media efforts, not only in
the corporate world, butalso in the public and government
sector.
Without research, those who administer and practice media
programs and activities for
their organizations would be operating in the dark, without any
guidance or clear sense of
direction.
Research in media studies focuses on the entire communication
process and examines the
communication relationships that exist among and between media
institutions and their
key target audience groups. For a media practitioner, research
is an essential tool for fact
and opinion gathering and is a systematic effort aimed at
discovering, confirming and
understanding through objective appraisal of the facts or
opinions pertaining to aspecified problem, situation or
opportunity.
Scope and Areas of Work
1. Various research methods and techniques are practised in
media studies for thefollowing needs and purposes:
2. To collect the information that media practitioners and
professionals need to
know to do their jobs more effectively.3. To obtain benchmark
data regarding the views of key target audience groups.
4. To plan, develop or possibly refine media programs,
activities or affairs.
5. To track or monitor media programs, activities or events that
are important to theorganization/institution.6. To evaluate the
overall effectiveness of a particular communication program or
activity, by measuring outputs and outcomes against a
predetermined set of
objectives.7. When facing a sudden and unexpected crisis, to put
the issues involved into
proper perspectives through emergency monitoring.
8. When circumstances allow, to provide appropriate support in
publicizing orpromoting a specific programs, activity or event.
Nature of Job
Having a Degree or Diploma in Media Research, one can work as a
media researcher to
study the use, influence, effects and infrastructure of media
such as television, radio, and
internet. Careers in media research can be found in both the
public and private sectors. Asa media researcher one can do
research on the social, psychological and physical effects
of media on different groups of people.
-
7/28/2019 Career in Media Research
2/3
Many media research firms employ statisticians to analyse
quantitative data collected
from media research studies to understand the influence of the
medium. One can also
work as a statistician with media firms if he/she could have a
very good understanding ofvarious statistical techniques and tools
practiced in media research.
The jobs are also available as research analysts who conduct and
prepare reports onmedia research studies. Research analyst assists
with the study design, develop insights
from the data and create graphical presentations reporting the
results of studies. A collegedegree or a good understanding of
research along with a degree in media studies is
usually required for this position.
One can also work as a grant writer who generally secures
funding for media researchstudies. Nonprofit media research
organizations often rely on grants to support their
research initiatives. Grant writers are responsible for writing
and managing the grant
application process. Grant writers should have knowledge of the
grant process, excellent
writing skills and a broad understanding of media research
methods, techniques and tools.
Beside this one can also work as an independent researcher and
scholar who contribute to
the advancement of media studies.
Where to Study and the Eligibility
Most of the University Departments offering Post-Graduation in
Mass Communication
and Journalism generally have media research as one of their
main subjects. SomeUniversities, Colleges and Media Institutions
also offer specialization in Media Research.
Now a days some management and media institutions are also
offering MBA programs in
communication/media research. Most of Journalism and Mass
Communicationdepartments of central and state universities also
offer M. Phil and Ph.D. programs inmedia studies having a very
clear focus on research methodologies, methods and
epistemology.
The eligibility to take admission in master level courses is a
Bachelors in any streamhaving some understanding of media issues.
The selection is generally based on a written
test followed by a personal interview.
Where to Look for the Job
Government media organizations, agencies and departments,
academic and researchinstitutions, media organizations,
non-government organizations working incommunication sector
generally require people who can conduct research for them.
They
need research support to strengthen the strategic planning and
program development
process to understand what people think about a particular media
program or campaign.
Non-government organi-zations recruit researchers to study and
evaluate theeffectiveness of communication messages which are
basically designed as a part of a
-
7/28/2019 Career in Media Research
3/3
development program. The scope varies from studying the
goals/objectives of a
communication activity to check and recheck various
communication components
involved in a process.
Media research organizations/institutions require media
researcher who can apply various
research techniques to measure communication outgrowths and
outcomes includingquantitative surveys, qualitative depth attitude
surveys of elite audience groups, pre-
test/post-test studies, experimental and quasi-experimental
research studies and advancedstatistical applications such as
correlation and regression analysis, Q-sorts and
factor/cluster analysis studies.
Generally the jobs are advertised in newspapers, posted on the
websites of theseorganizations, posted on job portals and on the
notice boards of media research
institutions/departments of universities.
Remuneration
The salary in media research sector depends on the qualification
and experience, the
expertise in the application of various research methods,
techniques and tools in mediastudies. Having a degree or diploma in
Media Studies with a very good understanding of
research practices can help you to earn 10,000 to 15,000 at
entry level positions. A
masters or doctoral degree in Media Research is recommended for
more opportunities.One can also earn as a Research Consultant while
working on large scale research
projects with development agencies working in social and
economic sector.
Excelling your Skills
As a media researcher one should have a good understanding of
the various researchmethods/techniques used in media studies with a
modest amount of internal training. Therequirement is to have a
good working knowledge of research agencies, specialized data
collection and analysis techniques, writing reports and
presentation skills.
As a post-graduate student you generally get an opportunity to
learn while working onyour dissertation which is an essential part
of the course assignments of post-graduate
media studies. While doing an M. Phil in media studies you
conduct small case studies,
qualitative surveys and sometime content analysis which enable
you to widen your
understanding of media research studies. As a research scholar,
while doing your Ph.D.you go through various course works which
excels your research skills. So, before
entering the professional arena of media research practices, you
have a lot of scope as apost-graduate student or as a research
scholar to learn sophisticated research techniquesand processes
from practical life situations.
(Dr. Pradeep Nair is Research Scientist with AJK Mass
Communication Research
Centre (MCRC), Jamia Millia Islamia (A Central University),
Jamia Nagar, New
Delhi 110025 E-mail : [email protected], nairdev
[email protected])
