Tag: media research methods

Assertion (A): Some research techniques like experimental research are not popular in Indian mass communication. Reason (R): Most researchers are not familiar with experimental research; they avoid using the metho(D) Both (A) and (R) are true. Both (A) and (R) are true, but (R) is not the correct explanation of (A). (A) is true, but (R) is false. (A) is false, but (R) is true. Correct Ans: (A) Explanation:In Indian mass communication academia, experimental research remains underutilized despite its proven effectiveness in testing cause-and-effect relationships. This supports the assertion (A) that such methods are not widely popular. Several communication departments and media institutes continue to rely heavily on descriptive or survey-based research due to ease of implementation and resource limitations. The reason (R) complements this assertion. Many researchers in the Indian context are not adequately trained in designing or executing experimental studies. Unlike in scientific disciplines, where experimentation is fundamental, mass communication scholars often receive limited exposure to complex research designs involving control groups, randomization, and variable manipulation. As a result, even when such methods could yield more accurate insights—such as audience behavior changes in response to a campaign—many scholars choose more familiar approaches. Limited funding, lack of access to controlled environments, and time constraints also discourage experimentation. Given these realities, both the assertion and the reason are true, and the reason logically explains the lack of popularity of experimental research in India. Researchers’ unfamiliarity with the method directly contributes to its underuse. Thus, the correct answer is (A) – Both (A) and (R) are true.

Tag: media research methods

Challenges in Experimental Research in Mass Communication

AI Courses

Quick Link

Academic Course