Informal interviews with experienced persons in the area of research form the basis of (A) experience survey (B) literature survey (C) non - descriptive survey (D) non - contributory survey Correct Ans: (A) Explanation: In mass communication research, experience surveys provide a valuable starting point when a topic is still unclear or unexplored. Researchers use this technique to conduct informal interviews with experienced individuals in the field of interest. These conversations help generate fresh insights, uncover relevant issues, and even form hypotheses that guide more structured research later. Now, what makes the experience survey unique is its open-ended and flexible nature. Researchers don’t follow a rigid questionnaire. Instead, they speak freely with media professionals, academics, or industry experts. This lets them learn directly from those who know the field deeply. For instance, if a researcher wants to study media bias, they might first talk to editors or political correspondents informally to understand what kinds of bias exist and how they’re perceived. These surveys are part of exploratory research, which helps define the problem before applying formal methods like descriptive or experimental studies. They also help shape the direction of a project, refine the research questions, and sometimes highlight challenges that might otherwise go unnoticed. Let’s consider the other options:(B) Literature survey involves reviewing books, journals, and previous studies—not interviewing people.(C) Non-descriptive survey is not a recognized research type; it lacks any clear methodological definition.(D) Non-contributory survey also isn’t a standard term in research and doesn’t relate to informal expert interviews. Therefore, only option (A) Experience Survey correctly describes a method that involves informal discussions with knowledgeable individuals to form the early base of a research study. In conclusion, experience surveys help researchers understand a topic's landscape before diving into complex data collection. They allow for expert-driven insights that refine the research design and ensure the study addresses real-world problems effectively.