Media Research

BA(JMC)303
Unit 1

INTRODUCTION

Research is an activity that leads us to finding new facts, information, assisting us in verifying the
available knowledge and in making us question things that are difficult to understand as per existing
data. To be successful manager it is important for you to know how to go about making the right
decisions by being knowledgeable about the various steps involved in finding solutions to
problematic issues.
It may be understood in following terms also:
 Research is a continuous activity in majority of disciplines and professions.
 It is helpful in critical assessment of the way we work, execute policies, and give instructions
in our professions.
 It is systematic observation of processes to find better ways to do things and to reduce the
effort being put in to achieve an objective and identifying the validity of the targets.
 In fact, research is a subconscious activity that we are involved in at all times whether it is
purchase of daily use articles, a car, an electronic good or planning a holiday.

MEANING OF RESEARCH
Research is a process to discover new knowledge to find answers to a question. The word research
has two parts re (again) and search (find) which denote that we are taking up an activity to look into
an aspect once again or we want to look for some new information about something. E.g Front Office
Executive has to learn about the facilities, timings, key features of products and services available at
the hotel if one wants to become a wonderful sales professional other than being a host. "All progress
is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and inquiry leads
to invention" is a famous Hudson Maxim in context of which the significance of research can well be
understood.
Clifford Woody states that research comprises defining and redefining problems, formulation of
hypothesis; collection, organizing and evaluation of data; and reaching conclusions. Here it is
emphasized that all research has to be systematic and logical to arrive at expected outcome. D.
Slesinger and M. Stephenson in the Encyclopedia of Social Sciences Research define research as
"The manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct
or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an
art." The authors have a different view of research as they suggest that it can be taken up by
modifying, challenging and changing; available knowledge either to prove a process being
appropriate or to develop it in entirety.
E.g. A standard recipe to prepare a particular dish may be modified by an enterprising chef to
introduce the dish in new taste, flavor or aroma by using a different method of cooking, or by
twisting the combination of spices used in the original recipe, At the same time the chef may create
entirely new dish with the use of same ingredients. As per another school of thought research has to
undertake parameters and it should satisfy the following conditions if you want to term the process as
research activity. This ascertains adherence to three criteria that research:

i. is undertaken by making a framework within certain philosophies;

Philosophy here means approach e.g. qualitative, quantitative and the academic discipline in which
you have been trained. Assessing and finalizing the team size of a preopening hotel is quantitative
but developing the pre-requisites, job specification and job descriptions to hire trained professionals
may be termed as qualitative. Also, simply specifying number of participants and time constraints in
a cross country race is quantitative but defining winning criteria like fairness, completion of race,
assisting a fellow participant in trouble, following the rules and regulations, not taking assistance on
the way are qualitative aspects.
ii. Makes use of procedures, methods and techniques that have been tested for their validity
and reliability;

Validity means that correct procedures have been applied to find answers to a question. If a large plot
of land has to be measured the results should be same whether we use a meter scale or a measuring
tape once we put the values obtained; in the formula being used to calculate the area.
Reliability refers to the quality of a measurement procedure that provides repeatability and accuracy.
This is understood by the example of preparing the bill of purchase using a software which has
inbuilt details of taxes and charges levied, the formulas to be used and a format in which it would be
printed. This ensures that all the bills shall have values calculated as per standard set.

iii. Has been planned to be unbiased and objective

Unbiased and objective means that you have taken each step in an unbiased manner and drawn each
conclusion to the best of your ability and without introducing your own vested interest. (Bias is a
deliberate attempt to either conceal or highlight something). The researcher does not change /
attempt to change the procedure as per his/ her understanding of facts and information.
However, the degree to which these criteria are expected to be fulfilled varies from discipline to
discipline and so the meaning of research ‘differs from one academic discipline to another.

DEFINITIONS OF RESEARCH
Research has been interpreted and defined by various scholars as per their fields of study and
availability of resources at the given time. You will find out that the basic meaning and the context of
these definitions are same. The difference between these definitions lies only in the way the author
has undertaken research in his discipline.

According to (Thyer, 2001), "the word research is composed of two syllables, re and search. re is a
prefix meaning again, anew or over again search is a verb meaning to examine closely and carefully,
to test and try, or to probe. Together they form a noun describing a careful, systematic, patient study
and investigation in some field of knowledge, undertaken to establish facts or principles."
As per the Merriam-Webster Online Dictionary, the word research is derived from the Middle
French recherche, which means to go about seeking, the term itself being derived from the Old
French term recerchier a compound word from re + cerchier, or searcher, meaning search ‘. The
earliest recorded use of the term was in 1577. Research is a structured enquiry that utilizes acceptable
scientific methodology to solve problems and create new knowledge that is generally applicable.
(Dawson, Catherine)
According to (Rocco, 2011), "Research is a careful investigation or inquiry especially through search
for new facts in any branch of knowledge." Research is a movement, a movement from the known to
the unknown (Redman and Mory, 2010). Research is manipulation of things, concepts or symbols
for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids
in construction of theory or in the practice of an art (Kothari, C.R.). According to (Creswell, 2008),
"Research is systematic investigation to establish the facts." In the broadest sense of the word, the
definition of research includes any gathering of data, information and facts for the advancement of
knowledge. According to Clifford woody, "research comprises defining and redefining problems,
formulating hypothesis or suggested solutions collecting, organizing and evaluating data, making
deductions and reaching conclusions; to determine whether they fit the formulating hypothesis."
According to Cambridge dictionary online, research is "a detailed study of a subject, especially in
order to discover (new) information or reach a (new) understanding."
According to Kara, H (2012). "Research is an art of scientific investigation." Cohen, N. & Arieli, T.
(2011), explain that research means "gathering and analyzing a body of information or data and
extracting new meaning from it or developing unique solutions to problems or cases. This is "real"
research and requires an open-ended question for which there is no ready answer. Kumar, Ranjit,
(2005). said that "research is a careful investigation or enquiry especially through search for new
facts in any branch of knowledge." A broad definition of research is given by Martyn Shuttleworth
In the broadest sense of the word, the definition of research includes any gathering of data,
information and facts for the advancement of knowledge.‖Another definition of research is given by
Creswell who states that Research is a process of steps used to collect and analyze information to
increase our understanding of a topic or issue. It consists of three steps: Pose a question, collect data
to answer the question, and present an answer to the question.

Research may have certain other qualities such as:

a) It is a prearranged / structured enquiry (a formal step by step method or sequence to take up

research activity is developed to ensure correctness of data and validity of processes). Scientific
methods consist of systematic observation, classification and interpretation of data. The degree of
formality, rigorousness, verifiability and general validity of scientific methods establish the results
obtained.
b) It utilizes acceptable scientific methodology to solve problems (the method used should be able to
give repetitive results under similar conditions)
c) It should create new knowledge that is generally applicable. (The outcomes should be such that
they are not specific to particular issue or a situation but need to be generalized for application to
comparable issues).
d) It is creative process to develop better understanding of mankind, social and cultural and
economical issues.
e) It should be useful to others who wish to apply the findings in developing new policies or
applications of findings of a research in the benefit of public.

How to ensure a good quality Research?

1. Purpose should be clearly defined.
2. Common concepts should be used that can be understood by all.
3. Research procedures should be explained in detail.
4. Research design should be carefully planned.
5. Researcher should declare all the possible errors and their possible impact on findings.
6. Analysis of data should be sufficiently adequate to reveal significance.
7. The methods of analysis should be appropriate.
8. The validity and reliability of the data should be checked carefully.
9. The researcher should good command over research methodologies and should be intelligent and
experienced.
10. Ethics in research refers to a code of conduct of behavior while conducting research. Ethical
conduct applies to the organization and the members that sponsor the research, the researchers who
undertake the research, and the respondents who provide them with the necessary data.

CHARACTERISTICS OF RESEARCH
Characteristics of research determine whether a research is free of biases, prejudices, and subjective
errors or not. The terms are very commonly used in research and the success of any research depends
on these terms. They can be summarised as:
1. Generalized.
2. Controlled.
3. Rigorous.
4. Empirical.
5. Systematic
6. Reliability.
7. Validity.
8. Employs hypothesis
9. Analytical & Accuracy.
10. Credibility.
11. Critical
1. Generalised: The researcher usually divides the identified population into smaller samples
depending on the resource availability at the time of research being conducted. This sample is
understood to be the appropriate representative of the identified population therefore the findings
should also be applicable to and representative of the entire population. The analytical information
obtained from studying these samples should be give a fair idea of total population of being follower
of particular ideology, beliefs, social stigmas, driving force, etc.
E.g. A study to understand the occupancy statistics and patterns of small hotels and resorts in a given
city would involve the researcher studying selected properties after the city is divided into zones
(East, West, North, South and Central). He may also divide the properties on the basis of number of
rooms for categorisation and selection for study purposes thus ensuring that the findings are
representative of entire city.
2. Controlled: The concept of control implies that, in exploring causality in relation to two variables
(factors), you set up your study in a way that minimizes the effects of other factors affecting the
relationship. Some variables are classified as controlling factors and the other variables may be
classified as possible effects of controlling factors. Laboratory experiments as in pure sciences like
chemistry can be controlled but any study that involves societal issues cannot be controlled. E.g.
Destination studies are not controllable as they have variables like geography, climate, accessibility,
seasonality, etc but studying the effects of standard operating procedures in a hotel applied in a
particular service can be controlled.
3. Rigorous: One must be careful in ensuring that the procedures followed to find answers to
questions are relevant, appropriate and justified. Again, the degree of rigor varies markedly between
the physical and social sciences and within the social sciences.

4. Empirical: The processes adopted should be tested for the accuracy and each step should be
coherent in progression. This means that any conclusions drawn are based upon

firm data gathered from information collected from real life experiences or observations. Empirical
nature of research means that the research has been conducted following rigorous scientific methods
and procedures. Quantitative research is easier to prove scientifically than qualitative research. In
qualitative research biases and prejudice are easy to occur.
5. Systematic: The procedure or process being developed to undertake a study should be carefully
drafted to ensure that resources utilization is optimized. Chaotic or disorganized procedures would
never yield expected outcomes. The steps should follow a logical sequence to get to the desired
outcome. E.g The meal in a fine dine restaurant at a five star hotel cannot commence with dessert
being served before the starter or soup course.

6. Reliability: This is a the degree to which the result of a measurement, calculation, or specification
can be depended on to be accurate.It is difficult to be measured accurately, but now there are
instruments which can estimate the reliability of a research. It is the extent to which an experiment,
test, measuring procedure, research, research instrument, tool or procedure yields the same results on
repeated trials. If any research yields similar results each time it is undertaken with similar
population and with similar procedures, it is called to be a reliable research.

7. Validity & Verifiability: It is the extent to which a concept, conclusion or measurement is well-
founded and likely corresponds accurately to the real world. The word "valid" is derived from the
Latin validus, meaning strong. This should not be confused with notions of certainty nor necessity.
The validity of a measurement tool (for example, a test in education) is considered to be the degree to
which the tool measures what it claims to measure. Validity is based on the strength of a collection of
different types of evidence. In terms of research validity is the strength with which we can make
research conclusions, assumptions or propositions true or false. Validation refers to accuracy of
measurement whether or not it measures what it is supposed to measure. It also ascertains the
application of research in finding the solution to an issue in different conditions. This gives a clear
direction to the research activity. The findings of a study should be verifiable by the researcher as
well as anyone else who wants to conduct the study on similar guidelines/ under similar conditions.

8. Employs Hypothesis: Any research definitely begins with formulation of a hypothesis. It is a

supposition or proposed explanation made on the basis of limited evidence as a starting point for
further investigation. A hypothesis can be defined as an educated guess about the relationship
between two or more variables. In simple words a hypothesis is an idea around which one starts
working before it is actually converted to research. A question is what forms the base and is later
termed as hypothesis and it may or may not draw a logical outcome. Hypothesis may prove to be
wrong or null or void after the study is conducted.
A hypothesis is an informed and educated prediction or explanation about something. Part of the
research process involves testing the hypothesis, and then examining the results of these tests as
they relate to both the hypothesis and the world around you. When a
researcher forms a hypothesis, this acts like a map through the research study. It tells the researcher
which factors are important to study and how they might be related to each other or caused by a
manipulation that the researcher introduces (e.g. a program, treatment or change in the environment).
With this map, the researcher can interpret the information he/she collects and can make sound
conclusions about the results.

9. Analytical & Accurate : A research should be focussed not only about what is happening but also
on how and why a particular phenomenon, process draws certain conclusions. Any data collected if
does not yield results or is unsuitable to be used for further studies or applications disrupts the
purpose of research. Therefore, data collected should be reasonable and free of errors to be easily
analysed.

Accuracy is also the degree to which each research process, instrument, and tool is related to each
other. Accuracy also measures whether research tools have been selected in best possible manner and
research procedures suits the research problem or not. Selection of appropriate data collection tools is
essential for a research.
E.g. Guest Comments Card in hotels or Feedback Collection Card in a dining outlet gives the guest a
chance to be honest in commenting about the standard of services in comparison to asking them to
give a verbal feedback.

10. Credibility: The extent to which an analysis of finding can be treated to be trustworthy is tremed
as credibility. This can only be assured by the use of the best source of information and best
procedures in research. Researches based on secondary data are not reliable as such data may have
been manipulated or distorted by earlier researchers to suit their work. The availability of secondary
data from public domains is easy but cokes with lots of risks involved. The research study conducted
based on primary data is always reliable and carries more credibility. A certain percentage of
secondary data can be used if the primary source is not available but basing a research completely on
secondary data when primary data can be gathered is least credible. When researcher gives accurate
references in the research the credibility of the research increases but fake references also decrease
the credibility of the research.
11. Critical: Critical scrutiny of the procedures used and the methods employed is crucial to a
research enquiry. The process of investigation must be foolproof and free from drawbacks. The
process adopted and the procedures used must be able to withstand critical scrutiny.