NATIONAL UNIVERSITY OF MODERN LANGUAGES

Department of Mass Communication

Assignment Title: assignment

Submitted To: sir atif

Submitted By: Muhammad sarfraz

MSc. Mass communication 3rd (Morning)
Q.1 what is research in social sciences?
social science research has been defined in many, sometimes conflicting, ways. But it is an
important one, because whatever one says about social science research must be premised on this
delineation. Social science research although social inquiry would be a more appropriate term as
used throughout this book, refers to any scientific study of human action and interaction focusing
on elements of thought and behavior that are in some sense social. As such, social scientists
aspire to science. They intend to study human action and interaction and thought and behavior in
a systematic, rigorous, evidence-based, generalizing, replicable, and cumulative fashion. Such
research is, or can be, of great importance to human affairs. Even though some social scientists
would dispute this definition, it is, nonetheless, neither too precise nor too general and therefore
sufficient to define the practice of social science research in a lucid, cogent way. That being said,
social science research is, more specifically, a truth-seeking activity aimed at contributing to
existing knowledge, generating new knowledge, or for application to some specific problem
related to human action and interaction. Truth seeking is the search or investigation of or for a
body of real things, events, or facts. In the social sciences truth seeking is normally the process
of applying a scientific method to social inquiry. A scientific method is the set of principles and
procedures used by social scientists for investigating phenomena, acquiring new knowledge, or
correcting and integrating previous knowledge.

Q.2 what is scientific research?

Scientific researches are studies that should be systematically planned before performing them.
In this review, classification and description of scientific studies, planning stage randomization
and bias are explained. Research conducted for the purpose of contributing towards science by
the systematic collection, interpretation and evaluation of data and that, too, in a planned manner
is called scientific research: a researcher is the one who conducts this research. The results
obtained from a small group through scientific studies are socialized, and new information is
revealed with respect to diagnosis, treatment and reliability of applications. The purpose of this
review is to provide information about the definition, classification and methodology of
scientific research. Before beginning the scientific research, the researcher should determine the
subject, do planning and specify the methodology. In the Declaration of Helsinki, it is stated that
‘the primary purpose of medical researches on volunteers is to understand the reasons,
development and effects of diseases and develop protective, diagnostic and therapeutic
interventions. Even the best proven interventions should be evaluated continuously by
investigations with regard to reliability, effectiveness, efficiency, accessibility and quality’. The
questions, methods of response to questions and difficulties in scientific research may vary, but
the design and structure are generally the same.

Q.3 importance of research in field of mass communication, elements of

research in social sciences and basic research process?
 importance of research in field of mass communication

Research comprises “creative work undertaken on a systematic basis in order to increase the
stock of knowledge, including knowledge of humans, culture and society, and the use of this
stock of knowledge to devise new applications.” Research is actually an act of studying
something carefully and extensively in order to attain deep knowledge in the same. For being
successful, research should be systematic, arranged, summarized and recorded properly.
Research is not only a process that is limited to the field of science. It can, as well, cater to
people and scholars from artistic, historic or any other field where an individual is willing to do
extensive study to get relevant information. Research provides you with all necessary
information in field of your work, study or operation before you begin working on it. For
example, most companies do research before beginning a project in order to get a basic idea
about the things they will need to do for the project. If you use social media such as Facebook,
Instagram, and Twitter, go online or watch television you are involved in mass media. And if
you've ever said yes to an internet prompt that asks if it is okay to collect your browsing history
so they can better adapt the ads to suit your needs, then you are actively participating in mass
media research. Simply, mass media research is the study of information related to any form of
mass communication. Mass media includes television, internet, and social media. Newspapers
and magazines are also considered mass media if they have a wide enough reach. Businesses
study mass media to see which form of mass media produces the greater result for its
advertisements. In contrast, from a public health standpoint, studies have been performed to see
what kind of effect watching TV violence has on children. Because Mass Media is everywhere,
likewise research is also everywhere. Mass Media Research impacts many people’s lives.

 elements of research in social sciences

concept and constructs

A concept is a term that expresses an abstract idea formed by generalizing from particulars and
summarizing related observations. A construct is a concept that has three distinct characteristics:
First, it is an abstract idea that is usually broken down into dimensions represented by lower-
level concepts; a construct is a combination of concepts. Second, because of its abstraction, a
construct usually cannot be observed directly. Third, a construct is usually designed for a specific
research purpose so that its exact meaning relates only to the context in which it is found.
Independent and Dependent Variables
Independent variables are systematically varied by the researcher. dependent variables are
observed and their values are presumed to depend on the effects (influence) of the independent
variables. In other words, the dependent variable is what the researcher wishes to explain.
Qualitative and Quantitative Research
Mass media research, like all research, can be qualitative or quantitative. Qualitative research
involves several methods of data collection, such as focus groups, field observation, in-depth
interviews, and case studies. In all of these methods, the questioning approach is varied. In other
words, although the researcher enters the project with a specific set of questions, follow-up
questions are developed as needed. The variables in qualitative research may or may not be
measured or quantified. Quantitative research also involves several methods of data collection,
such as telephone surveys, mail surveys, and Internet surveys. In these methods, the questioning
is static or standardized all respondents are asked the same questions and there is no opportunity
for follow-up questions.
The Nature of Measurement
The importance of mathematics to mass media research is difficult to overemphasize. The
progress and maturity of a science are often judged by the extent to which it has succeeded in the
use of mathematics. Mathematics is a universal language that any science or technology may use
with great power and convenience. Its vocabulary of terms is unlimited. Its rules of operation are
unexcelled for logical precision. The idea behind measurement is simple: A researcher assigns
numerals to objects, events, or properties according to certain rules.
Levels of Measurement
Scientists have distinguished four different ways to measure things, or four different levels of
measurement, depending on the rules that are used to assign numbers to objects or events. The
operations that can be performed with a given set of scores depend on the level of measurement
achieved. The four levels of measurement are nominal, ordinal, interval, and ratio. The nominal
level is the weakest form of measurement. In nominal measurement, numerals or other symbols
are used to classify people, objects, or characteristics. For example, in the physical sciences,
rocks can generally be classified into three categories: igneous, sedimentary, and metamorphic.
Measurement Scales
A scale represents a composite measure of a variable; it is based on more than one item. Scales
are generally used with complex variables that do not easily lend themselves to single-item or
single-indicator measurements. Some items, such as age, newspaper circulation, or number of
radios in the house, can be adequately measured without scaling techniques. Measurement of
other variables, such as attitude toward TV news or gratification received from going to a movie
theater, generally requires the use of scales. Several scaling techniques have been developed over
the years. This section discusses only the better-known methods. Search the Internet for
additional information about all types of measurement scales.
Specialized Rating Scales

 Thurstone Scales

Thurstone scales are also called equal appearing interval scales because of the technique used to
develop them and are typically used to measure the attitude toward a given concept or construct.
To develop a Thurstone scale, a researcher first collects a large number of statements that relate
to the concept or construct to be measured.

 Guttman Scaling

Guttman scaling, also called scalogram analysis, is based on the idea that items can be arranged
along a continuum in such a way that a person who agrees with an item or finds an item
acceptable will also agree with or find acceptable all other items expressing a less extreme
position.
  Likert Scales

Perhaps the most commonly used scale in mass media research is the Likert scale, also called the
summated rating approach. A number of statements are developed with respect to a topic, and
respondents can strongly agree, agree, be neutral, disagree, or strongly disagree with the
statements. Each response option is weighted, and each subject’s responses are added to produce
a single score on the topic.

 Semantic Differential Scales

Another commonly used scaling procedure is the semantic differential technique. As originally
conceived by Osgood, Suci, and Tannenbaum (1957), this technique is used to measure the
meaning an item has for an individual. Research indicated that three general factors—activity,
potency, and evaluation—were measured by the semantic differential. Communication
researchers were quick to adapt the evaluative dimension of the semantic differential for use as a
measure of attitude.

 Reliability and Validity

Reliability and validity are concepts used to evaluate the quality of research. They indicate how
well a method, technique or test measure something. Reliability is about the consistency of a
measure, and validity is about the accuracy of a measure. It’s important to consider reliability
and validity when you are creating your research design, planning your methods, and writing up
your results, especially in quantitative research.

 Basic research process

Basic research focuses on the search for truth or the development of theory. Because of this
property, basic research is fundamental. Researchers with their fundamental background
knowledge “design studies that can test, refine, modify, or develop theories.” Generally, these
researchers are affiliated with an academic institution, and they perform this research as part of
their graduate or doctoral works. Gathering knowledge for knowledge’s sake is the sole purpose
of basic research. Basic research is also called pure research. Basic research is driven by a
scientist’s curiosity or interest in a scientific question. The main motivation in basic research is
to expand man’s knowledge, not to create or invent something. There is no obvious commercial
value to the discoveries that result from basic research. The term ‘basic’ indicates that, through
theory generation, basic research provides the foundation for applied research. This approach of
research is essential for nourishing the expansion of knowledge. It deals with questions that are
intellectually interesting and challenging to the investigator. It focuses on refuting or supporting
theories that operate in a changing society. Basic research generates new ideas, principles, and
theories, which may not be of immediate practical utility, though such research lays the
foundations of modern progress and development in many fields. Basic research rarely helps
practitioners directly with their everyday concerns but can stimulate new ways of thinking about
our daily lives. Basic researchers are more detached and academic in their approach and tend to
have their motives. For example, an anthropologist may research to try and understand the
physical properties, symbolic meanings, and practical qualities of things. Such research
contributes to an understanding of broad issues of interest to many social sciences-issues of self,
family, and material culture.