2 STAGES OF MEDIA RESEARCH

Different kinds of information are needed at different stages of any media project. We have described here the stages and the corresponding information needs in terms of questions and the kinds of information needed to address them 

Stage 1 - Before Starting the Project: What are the problems? What are the needs and the constraints? 

This is when you identify the problems that need intervention of the project, contributing factors and constraints, and information needs of the people. 

At this stage, it is mostly the qualitative information collected from primary sources using such straightforward research methods as observations, focused group discussions and in-depth interviews of key informants that is more helpful. 

In the light of this information, the project is designed, and its goals and objectives are spelt out.

Stage 2 - Project Start-up: What is the current situation? 

During this phase, shortly before the project services and activities begin, you are required to collect two kinds of additional information. 

First, the current situation or the base from which the project activities make a start. This is called the baseline data. 

Baseline data are generally quantitative in nature, and are collected through surveys on a fairly large random sample using questionnaires or structured interview schedules.

Baseline data help build on the base, and later help assess progress in the project. 

Second, at about the same time it is also advisable to develop profiles of the target population. The profiles are of two types and both are important – a general profile and specific profiles. 

The general profile should present demographic characteristics of the audience. This comprises such information as age groups, sex, caste, religion, family types, size of families, housing, clothing, food, vocations, social and cultural and other relevant aspects of the life of the audience. The specific profiles are specific to the information needs of the people, and are developed to obtain an insight into the habits, beliefs, attitudes, and other behavioral patterns towards the specific issues. 

The baseline data and the audience profiles help the producers sharpen the learning objectives of the programmes, and make programmes more realistic, appealing and interesting for the audience. 

Stage 3 - Implementation: Is the project proceeding according to the plan? 

As the project services and activities are being carried out, you will be regularly monitoring and assessing whether the project is on the track. 

Stage 4 - Mid - term: Are the project strategies working?

 It is the time for reassessing project strategies, management systems and linkages. We should look for preliminary evidence of project effects so that mid – course corrective measures can be taken and plans may be modified to reflect what can realistically be achieved. 

Stage 5 - Full - term: What is the impact of the project?  This is the point where we make an assessment of the project achievements in terms of the stated objectives, and, in the light of that, chalk out future strategies to improve and sustain the benefits of the project. Both quantitative and qualitative data is collected here from primary sources through use of different research methods.  In a project lifespan, information of one kind or another is gathered at every stage. The information collected in the first two stages namely, ‘before project’ and ‘project start-up’ in combination with its analysis and use is collectively referred to as Audience Research, which is the main focus of this manual.

You will learn more about different types of information (quantitative and qualitative), sources of information (primary and secondary), and methods of research (surveys using questionnaires or interview schedules, observations, in-depth interviews, focused group discussions, case studies etc) commonly used in audience research as you move along. 

We shall discuss quantitative and qualitative types of information in the next chapter.