Research techniques and their FOCI and purpose

Research techniques that can be used to study media institutions and media audiences The study of media institutions and audiences are studied by Stokes (2003) and  Mytton (2007) respectively with some techniques over lapping each other. Research techniques used to study media institutions are largely quantitative. Stokes (2003) lists the following techniques as useful in the study and analysis of media institutions: Archive research- is the use of original data to carry out analysis on a research topic. (Stokes 2003:109) Archive reserves store hordes of information that help in understanding the history and background of a given topic. Archives these days can be found on the ground at locations such as libraries or public offices as well as online. The use of archive research particularly in the study of media institutions is beneficial in tracing the timeline, development and growth of media institutions such as newspapers, radio, television the internet and so on (Stokes 2003:110). Stokes (2003:113) outlines the stages in archive research as a methodological process from start to finish. Interviews- this technique uses people as its primary means to source information (Stokes 2003:114). Interviewing a candidate who is an expert on media institutions for example can provide valuable, resourceful information. Interview groups can be large or small depending on the scale of research and the institution being studied. An effective method to administer interviews as stated by Stokes (2003:117) is via e-mail as it is an efficient, time-saving method. Participant observation- This technique includes the observation of what goes on at an institution and allows a researcher to experience firsthand situations that other methods merely report about. Participant observation is usually carried out over several months. A barrier to entry however is that not many media institutions will allow access to a researcher to observe on goings as they unfold (Stokes 2003:122). To be fully equipped to handle participant observation a thorough understanding of the institution must be obtained. Permission from all levels must also be obtained in order to ensure that both the institution and researcher are protected at all times (Stokes 2003:123). Participant observation requires an active engagement with the environment and requires extensive note taking and capturing of the experiences. This will ensure that during the analysis phase, a true reflection of the industry is reported whilst minimising any room for error or mistakes (Stokes 2003:123). Oral history- uses the skills of interviewing to help a subject recall the past (Stokes 2003:124). Stokes (2003:125) advises that a researcher must be well prepared before embarking on oral history interviews. Mytton (2007) divides up research techniques to study media audiences into quantitative research methods and qualitative research methods. Quantitative research methods include: Sampling- Choosing a sample for media audiences requires an appropriate sample size that will best accesses the environment and eliminates the possibility of skewed results. When choosing a sample for accessing media audiences it is vital that the researcher recognise the target for the media they will be working with. This ensures reliability in the results (Mytton 2007:24). Mytton (2007:25) insists that the sample must remain free of bias and must be completely reliable. Other factors to consider about sampling include the cost of sampling, resources and time frame (Mytton 2007:44). Questionnaires- The first step in ensuring that the data generated from a questionnaire is reliable is to design a sound-proof questionnaire. “Asking questions is one of the crucial basic skills of all opinion and market research, including audience and media research” (Mytton 2007:46). Questionnaires surveying media audiences should incite descriptive answers. (Mytton 2007:47) writes that the type of questions that are asked to the audience and they way in which they are asked ultimately affect the results (Mytton 2007:48). According to Mytton (2007:56), there are various times of questions which can be put into nine broad categories. These categories are “open-ended or verbal questions, list questions, category questions, ranking questions, scale questions, quantity questions, grid questions, two choice questions and probing questions” (Mytton 2007:56). Questionnaires must also be administered with sensitivity and must not offend the audience or a participant. Pilot testing- This phase of the research process requires taking the questionnaire on the road, with a small test conducted amongst a small scale sample set. However the sample set must reflect varied types of respondents. Interviewing- One the pilot testing is successful, the interviewing process begins. During this phase it is vital that the interviewer maintain an ethical, professional code of conduct whilst ensuring they convey an approachable attitude to the media audiences in question. After the interviewing is complete, the questionnaires are collected and the data consolidates for analysis. Other techniques used to study media audiences as stated by Mytton (2007:88) include self completion dairies, television and radio audience meters, survey research and opinion and reaction. Qualitative research methods for media audiences include focus groups, interviews, participant observation, desk research, listeners’ viewers’ and readers’ letters, phone calls and other personal communication from the audience and readership research (Mytton 2007:125). These qualitative research methods deal with media audiences by “trying to discover or understand human attributes, attitudes or behaviour in a more exploratory or interpretative way” (Mytton 2007:125). The use of qualitative techniques adds a story to research conducted about media audiences and it is the ability of a researcher to be able to analyse and interpret the gathered data. Studying media audiences in particular requires a level of in depth connection  and interaction which is what methods such as focus groups, interviews, participant observation can capture. The different foci and purposes of the research techniques when studying media institutions as opposed to studying media audiences The focus of research techniques in the study of media institutions is focuses largely on data that generates figures and data in volumes. The research techniques as described by Stokes (2003) illustrate the variety of approaches that can be used on the study of media institutions each of which have the ability to be conducted independently from each other. The focus of research techniques regarding media audiences on the other hand follow a more linear approach in the way research is conducted. From the initial setting of the questionnaire to its administration.  The data gathered here is also focused on facts and interaction over figures. The focus of research techniques about media audiences is to understand behavioural and psychological influences on audiences. This emotional connection is a stark contrast to the research methods used for analysing media institutions, a sector that is largely profit driven and power hungry. With that being said, the study of both media institutions and media audiences coexist in the understanding of how media institutions can better equip themselves to address the needs of the media audience. A researchers understanding of both institutions and audiences in media and cultural studies has to be a compulsory requirement in their research.  LIST OF SOURCES CONSULTED Mytton, G. 2007. Handbook on radio and television audience research. (Web edition). Paris: UNICEF abd UNESCO. Stokes, J. 2003. How to do media and cultural studies research. London: Sage. University of South Africa. Department of Communication Science. 2016. Media Research: Tutorial Letter 101/0/2016 for COM4802. Kwa Zulu Natal. University of South Africa. Department of Communication Science. 2016. Honours Studies: Tutorial Letter 301/0/2016 for CMNHONE.Kwa Zulu Natal.