Application of scientific methods in media and communication has been an interesting domain for the longest time. It has helped in shaping the world’s thoughts and putting them in perspective. It has helped in withdrawing meaningful conclusions for multiple purposes.
Media research is not just about the research related to media organizations, but it extends far beyond the media enterprises. Media research is about finding out how the media serves as a gateway between the public and public opinion makers. Media research is about researching about the sociological, psychological, political, and economic minutes of the population of a given country.
Media research, however, is exclusively used by media organizations to find out the relationship between the audience and media. It is often performed because of the fleeting nature of media as well as the people.
As far as methodology is concerned, media research can be qualitative and quantitative. For example, if a radio channel wants to find out the number of users or listeners listening to its channel, it is going to conduct a quantitative research.
On the other hand, if the radio channel wants to figure what the listeners think about the radio channel, they are going to use quantitative research method.
The usage of media is more than many, as the user behavior always helps in establishing connections between various disciplines. Media research is interdisciplinary in its approach as it being about several fields on a table to provide a clear and paramount conclusion.
During elections, media research plays a crucial role in serving as the gateway between the political parties and voters. Therefore, media channels have to be extremely careful in achieving the objectivity scale because it would be then ethically wrong to force their opinion of its party on its viewers/listeners. Overall, media research is about getting into the depth of social behavior.