MARKETING RESEARCH

PROJECT
ON

ROLE OF MEDIA IN SOCIETY

PRESENTED BY :-
MUNESHWAR PRASAD
ENR-15051
SEC-A (BM)
INTRODUCTION TO MARKETING
RESEARCH
v“ Marketing Research is the systematic
design, collection, analysis and report in of
data and findings relevant to a specific
marketing situation facing the company.”
(Philip Kotler).


v“The systematic gathering, recording and

analyzing of all Data about problems
relating to the marketing of goods and
services.” [The American Marketing
Association]
 TYPE OF RESEARCH

EXPLORATORY CONCLUSIVE
RESEARCH RESEARCH

DESCRIPTIVE

EXPERIMENTAL
 EXPLORATORY RESEARCH
• It Is fields of study, In Which
hypothesis usually is drawn from
ideas developed or glimpsed in
previous research studies or is
derived from theory
•
•
 CONCLUSIVE RESEARCH
• conclusive research is meant to
provide information that is useful
in reaching conclusions or
decision-making
• It tends to be quantitative in
nature, that is to say in the form
of numbers that can be
quantified and summarized
• The purpose of conclusive research
is to provide a reliable or
representative picture of
the population through the use of
RESEARCH METHODOLOGY
• Sample Frame: Role of media in society


• Sample Size: Sample size is 50



• Sample Technique: Questionnaire



• Method: Non-probability Convenience sampling



• Data Collection Method: Research was done by

collecting the primary data
•
 RESEARCH OBJECTIVE
• To know the opinion of
satisfaction toward media with
various measurement skills like
primary role, social expect,
sting operation, judicial arm
and trust/faith.
•
• To know that what people want
to media
•
• To learn something from
 MARKETING RESEARCH
PROCESS
 1) Formulating the research process

2) Choice of research Design

3) Determine the source of Data

4) Design data collection

5) Sample size

6) Organizing & Conducting Field survey

7) Process & Analyze the collected data

8) Preparing the Research project

 Q1) - Primary role of media is

• A) Providing Information
• B) Public platform for expression
• C) Creating awareness
• D) Entertaining public

 


 INTERPRETATION- In the above question

maximum respondents have preferred option
(c) that is they feel that the primary role of
media is creating awareness and it is right also
because we get all types awareness through
media, may be a print media or electronic
media. Some of the respondents preferred
option (a) that is primary role of media is to
provide information and some of the people
preferred option (b) that is primary role of
media is to provide public platform for
expression and some of the respondents
preferred option (d) that is primary role of
media is entertaining public, but the conclusion
is based on the response of majority of people
that is option( c) and from the survey it is very
clear that primary role of media according to
most of the respondents is creating awareness
among the people. I conclude from my part that
maximum people have responded the option(c)
because they look media as a awareness
Q2) - Society expect media to
 
A) Be more socially responsible
B) Broadcast authentic information only
C) No rumors
D) Nothing
 INTERPRETATION-Most of the respondents
think that the prime objective of anything is
social welfare so they have opted option (a) and
they expect that media also focus on the
welfare of the society that is they expect media
to be more socially responsible. Some of the
respondents has preferred option (b) also and
the logic behind there thinking that the media
should provide the more authentic information
to the society and also people have opted
option(c) that the media should not provide
rumors because welfare of the society is based
on the correct information and rumors should
not be there in the society. Respondents has
also opted (d) option that means the society
expect nothing from the media this shows that
the people are very much unhappy from the
media and they think that the society expect
nothing from the media. From this I conclude
that this respondent symbolizes the society and
majority thinks that the societies expect media
to be more socially responsible.
Q3) - Do you think that media is playing a genuine role in
creating awareness among the society?
A) Yes B) No C) Can’t say
INTERPRETATION:-Maximum respondents has preferred
option (a) that is according to the people media is
playing a genuine role in creating awareness among the
society and the logic behind there thinking that
society must be aware about each and everything and
they expect this from media, after this some
respondents has opted option (b) that is people think
that media is not playing a genuine role in creating
awareness among the society and the logic behind their
thinking may be that media is unable in playing
genuine role in creating awareness among the society.
Very few respondents are confused and unable to think
that whether media is playing genuine role in creating
awareness or not so they have opted for option (c) that
is cannot say, but on the basis of this research I
conclude from this that media is playing a genuine
role in creating awareness among the society because
majority think in the same way.
 Q4) - Do you think that media acts as the
representative of society? 
A) Yes B) No
C) Can’t say
 
IN T E R P R E TA T IO N : M a jo rity o f th e re sp o n d e n ts th in k
th a t th e m e d ia a cts a s th e re p re se n ta tive o f so cie ty
a n d m a y b e th e lo g ic b e h in d th e ir th in kin g is th a t
m e d ia g ive s th e co rre ct p ictu re o f th e so cie ty a n d
e ve ryth in g sh o w n a n d exp re sse d b y th e m e d ia a re th e
e ve n ts, in cid e n ts a ctu a lly h a p p e n e d in th e so cie ty ,
S o m e o f th e re sp o n d e n ts th in k th a t m e d ia d o e sn ’ t
a cts a s th e re p re se n ta tive o f th e so cie ty a n d th e lo g ic
b e h in d th e ir th in kin g m a y b e th a t m e d ia is in e ffe ctive
in p ro vid in g co rre ct in fo rm a tio n , ve ry fe w a re u n a b le
to d e cid e w h e th e r m e d ia a cts a s th e re p re se n ta tive o f
so cie ty o r n o t. Fro m th e a b o ve d iscu ssio n I co n clu d e
fro m m y p a rt th a t m e d ia is th e m e d iu m o f g e ttin g
co rre ct in fo rm a tio n a n d if th e y a re p ro vid in g co rre ct
in fo rm a tio n th e n w h y th e y a re n o t th e re p re se n ta tive
o f th e so cie ty , th e y sh o u ld b e a n d a ctu a lly th e y a re
th e re p re se n ta tive o f th e so cie ty a s m a xim u m
re sp o n d e n ts o p te d fo r th is p a rticu la r o p tio n .
Q5) - Do you think that media acts as a bridge
between the Government & Common Public?
A) Yes B) No C) Can’t
say
IN T E R P R E TA T IO N - M a jo rity o f th e p e o p le th in k th a t
m e d ia a ct a s a b rid g e b e tw e e n g o ve rn m e n t a n d
co m m o n p u b lic a n d th e lo g ic b e h in d th e ir th in kin g is
th a t a ll th e n e w s, in fo rm a tio n fro m th e g o ve rn m e n t
a re re ce ive d to th e co m m o n p e o p le th ro u g h m e d ia
h e n ce m e d ia a cts a s th e b rid g e b e tw e e n th e
G o ve rn m e n t a n d g e n e ra l p u b lic . S o m e o f th e
re sp o n d e n ts a re u n a b le to d e cid e w h e th e r th e m e d ia
a cts a s a b rid g e b e tw e e n G o ve rn m e n t a n d co m m o n
p u b lic o r n o t a n d so m e o f th e p e o p le th in k th a t
m e d ia d o e sn ’ t a cts a s a b rid g e b e tw e e n th e
G o ve rn m e n t a n d co m m o n Pu b lic a n d th e lo g ic b e h in d
th e ir th in kin g is th a t m e d ia is u n a b le a n d in e ffe ctive
in p ro vid in g co rre ct in fo rm a tio n fro m G o ve rn m e n t
a n d co m m o n p u b lic . A la rg e n o . o f p e o p le th in k th a t
if g o vt. w a n t to co n ve y h is m e ssa g e , m e d ia is th e
o n ly p rim e so u rce a n d if g e n e ra l p u b lic w a n t th e ir
in fo rm a tio n sh o u ld b e co n ve ye d to th e g o ve rn m e n t,
 Q6) - Do you have full faith/trust on the
information provided by media? 
A) Yes B) No C)
Can’t say
INTERPRETATION:- Majority of people does not full
faith/trust of that media because most of the time
media provide by media is not reliable, some
respondents has preferred option (a) I think that
are positive thinking about media, those person
think media always do good work or in a proper
manner & always in a proper time. some
respondents has preferred option (b) that is not full
faith/trust of the media according to those
respondent media always interphones in the
personal life of celebrities, whatever information is
provided by media it’s not actual information. This
information’s are provided after manipulation; few
people are not able to say something directly about
role of media in society they think some time media
play very important role in society but some time
media’s work are not relevant. So, I conclude that
most of the people firmly believe that information
provided by media is not reliable, so it is apparent
that people does not that rely on media.
Q7) - Do you think that media interferes in the personal life of the celebrities?
A) Yes B) No C) Can’t say
IN T E R P R E TA T IO N : - In th e a b o ve q u e stio n m a xim u m
re sp o n d e n ts h a ve p re fe rre d o p tio n ( a ) th e y th in k th a t
m o st o f th e tim e m e d ia e n g a g e d to in te rfe re s in th e
p e rso n a l life o f ce le b ritie s & th is is n o t a ro le o f m e d ia
b e ca u se u ltim a te ly m e d ia is th e co u n try ’ s n e w ju d icia l
a rm . S o m e o f th e re sp o n d e n t h a s p re fe rre d o p tio n ( b )
th a t is th e y th in k m e d ia a re n o t in te rfe re s in th e
p e rso n a l life o f ce le b ritie s. M e d ia p ro vid e o n ly th o se
in fo rm a tio n w h ich is w a n t to se e so cie ty , if so cie ty
d o e s n o t se e th a t typ e o f n e w s th e n m e d ia sto p to
in te rfe re s in th e p e rso n a llife o f th e ce le b ritie s.
A cco rd in g o p tio n ( c ) fe w p e o p le a re n o t a b le to sa y
so m e th in g d ire ctly a b o u t in te rfe re n ce th e p e rso n a llife
o f ce le b ritie s o r n o t. S o , I co n clu d e th a t m e d ia p la y a
vita l ro le in d isclo sin g p e rso n a lin fo rm a tio n o f
ce le b ritie s. I a lso fo u n d th is so rt o f a ctivitie s is n o t like d
 Q8) - Do you think that in media, the
information gets manipulated? 
A) Yes B) No C)
Can’t say
IN T E R P R E TA T IO N : - In th e a b o ve q u e stio n m a xim u m
re sp o n d e n ts h a ve p re fe rre d o p tio n ( a ) th e y th in k th a t
m o st o f th e tim e m e d ia w h a te ve r in fo rm a tio n is
p ro vid e d b y m e d ia it’ s n o t a ctu a l in fo rm a tio n . T h is
in fo rm a tio n ’ s a re p ro vid e d a fte r m a n ip u la tio n , th is is
n o t g o o d fo r so cie ty b e ca u se d u e to th is m o st o f th e
tim e so cie ty is u n a b le to u n d e rsta n d th e re a lity o f
in cid e n t o r p ro p e r n e w s. S o m e re sp o n d e n t w h o a n sw e r
th e o p tio n ( a ) a lso sa ys it is g o o d fo r so cie ty b e ca u se
va rio u s n e w s a re m a n d a to ry to m a n ip u la te . S o m e o f
th e re sp o n d e n ts w h o a re b e lo n g in g to o p tio n ( b ) a re
th in k th a t m e d ia p ro vid e re a l n e w s th a t m e a n s w ith o u t
m a n ip u la tio n , a n d so m e o f th e re sp o n d e n t is n o t re a d y
to co m m e n t a n yth in g a b o u t m e d ia . A fte r g e ttin g
va rio u s re sp o n se s, I co n clu d e th a t w h a te ve r
in fo rm a tio n is p ro vid e d b y m e d ia it’ s n o t a ctu a l
in fo rm a tio n . T h is in fo rm a tio n ’ s a re p ro vid e d a fte r
m a n ip u la tio n .
 Q9) - Do you think that media acts as the
country’s new judicial arm?
A) Yes B) No C)
Can’t say


 INTERPRETATION:-In above question most of the

respondent are think that media acts as the
country’s new judicial arm. Most of the time due
to media interfere government, police, leader etc
are not able do wrong anything. Most of the time
media is only sensational and biased. So, people
want media should avoid it. Some of the
respondents think that media is not act as the
country’s new judicial arm, because many time
due to biasness media do wrong work. Accounting
to option (c) few respondent are do not want to
say anything about media acts or not acts as a
judicial arm of country. So, I conclude that media
is the source through which we get information
and our information passes through media among
masses so; it acts like country’s new judicial arm.
Some people think that media not act’s as the
 Q10)- Should media be bounded by tight
laws?
 
A) Yes B) No
C) Can’t say
IN T E R P R E TA T IO N : - M o st o f th e p e o p le th in k th a t
m e d ia sh o u ld b e fre e to sh a re in fo rm a tio n o th e rw ise
re le va n t in fo rm a tio n w o u ld n o t b e p a sse d a m o n g
g e n e ra l p u b lic . S o m e re sp o n d e n ts w h o ch o o se o p tio n
( a ) think that media should be bounded by tight laws
so th a t p e rso n a l in fo rm a tio n o f a n y ce le b ritie s ca n n o t
b e d isclo se d . If a n y p e rso n a l in fo rm a tio n o f ce le b ritie s
is u n fo ld e d , th e y a re h u rte d . M o st o f th e e m in e n t
p e rso n a litie s d o n ’ t w a n t m e d ia sh o u ld d isclo se
in fo rm a tio n . M o st o f th e re sp o n d e n ts th in k th a t if
m e d ia is b o u n d e d b y tig h t la w s, th e in fo rm a tio n w h ich
m e d ia w o u ld like to co n ve y ca n ’ t b e re a ch e d to
g e n e ra l p u b lic . S o it sh o u ld n o t b e b o u n d e d b y tig h t
la w s fo r th e sa ke o f a ccu ra cy in p ro vid in g in fo rm a tio n .
6 % re sp o n d e n ts d id n o t w a n t to co m m e n t o n th is
to p ic . T h e y th o u g h t it is b e tte r to p re ve n t th e ir vie w s
b e fo re p la cin g p u b lic .
Q11) - Do you think, now media is eyeing only
for news that is hot & sells? 
A) Yes B) No C)
Can’t say
IN T E R P R E TA T IO N :- M o st o f th e p e o p le th in k th a t th e
n e w s w h ich is ve ry h o t, h e re h o t n e w s re fe rs to th e
n e w s w h ich h a s re ce n tly b e e n o ccu rre d . M o stly
p e rso n th in k th a t p e o p le d o n ’ t ta ke ke e n in te re st in
o ld n e w s. T h e y a re m o re cu rio u s to w a rd s th e la te st
n e w s. S o m e p e o p le w h o le re sp o n d e n t’ s o p in io n
sh o w s th e g ra p h th a t re ce n tly o ccu rre d in cid e n t a s
w e ll a s o ld o n e sh o u ld b e ke p t a n e ye o n b y m e d ia .
Fe w re sp o n d e n ts th in k th a t it is b e tte r n o t to
co m m e n t o n th is to p ic b e ca u se m e d ia p ro vid e th o se
n e w s w h ich like g e n e ra l p u b lic , If m e d ia d o e s n o t
p ro vid e sp icy n e w s th e n m e d ia u n a b le to sa le n e w s
b e ca u se it’ s a b u sin e ss a n d in b u sin e ss n o a n y
b u sin e ss re e d y to lo ss. S o I w a n t to co n clu d e th a t
m e d ia is m a kin g p e o p le a w a re a b o u t th e in fo rm a tio n
w h ich is h o t a n d se lls. A cco rd in g to m e d ia , h o t n e w s
is a lm o st p re fe rre d .
 Q12) - Do you think that media is following
the ethical code of conduct of providing
information? 
A) Yes B) No
C) Can’t say
INTERPRETATION: - There is a confusion among
people that media is following the ethical code of
conduct for providing information. They are
usually live in two minds regarding this
information. Most of the respondents think that
media is following the ethical code of conduct for
providing information. If leaves an impression on
mind when any information is imparted to
people. So media must follow the ethical code of
conduct. Some people opinion shows the graph
that while imparting information to public, media
should not follow the ethical code of conduct, So
that exact information can be reached to the
public. Few respondents I found that they did not
want to comment on this rampant ideology.
Media should always be in the limitations so that
any persons would give accurate information and
won’t hesitate to speak before media because
they might be knowing that their information
won’t be manipulated, it would be intact.
 Q13) – Are you satisfied with form of news
provided by media in current scenario?
A) Yes B) No
C) Can’t say
IN T E R P R E TA T IO N :- In th e a b o ve q u e stio n m o st o f th e
re sp o n d e n t a re p re fe rre d o p tio n ( a ) th is in d ica te in
p u b lic a re n o t sa tisfie d b y m e d ia in cu rre n t sce n a rio .
T h e n e w s w h ich is p ro m o te d b y m e d ia in cu rre n t
sce n a rio is n o t u p to th e m a rk . T h e y w a n t m e d ia
sh o u ld p ro vid e re le va n t a n d a u th e n tic in fo rm a tio n .
In fo rm a tio n p ro vid e d b y m e d ia co m e s to p u b lic a fte r
m a n ip u la tio n , so th e y a re n o t sa tisfie d . S o m e
re sp o n d e n t th in k th a t th e n e w s o r in fo rm a tio n w h ich is
im p a rte d is sa tisfa cto ry b e ca u se th e y th in k th a t m e d ia
p u b lish o r m a ke u s in fo rm o n ly th a t in fo rm a tio n w h ich
is re le va n t in to d a y ’ s sce n a rio . In to d a y ’ s e ra m e d ia
first o f a ll ke e p cu sto m e rs in m in d th e n th e y in fo rm u s
a n y in fo rm a tio n . In to d a y ’ s sce n a rio th e in fo rm a tio n
w h ich h a s b e e n h a p p e n e d re ce n tly , is se llin g like a h o t
ca ke s. M o stly p e o p le w a n t la te st in fo rm a tio n b e ca u se
th e y w a n t to u p d a te th e ir in fo rm a tio n
Q14) - Does “Sting operations” are minimizing
credibility of media?
A) Yes B) No C)
Can’t say
IN T E R P R E TA T IO N : - M o st o f th e re sp o n d e n t th in ks th a t
stin g o p e ra tio n d o e s n o t a ffe ct a n y kin d o f re d u cin g
th e cre a tivity o f m e d ia . It is b e tte r fo r m e d ia a n d u s
b e ca u se th e re w o u ld b e a ccu ra te in fo rm a tio n re a ch in g
to p u b lic . S o th e y th in k th a t it’ s n o t m in im izin g o f
cre a tivity. S o m e re sp o n d e n t th in k th a t stin g o p e ra tio n
is m in im izin g th e cre a tivity o f m e d ia . M e d ia sh o u ld b e
fre e fro m a n y kin d o f a ctivity so th a t m a n ip u la tio n ca n
b e re m o ve d . T h e re sh o u ld b e cla rity a n d a ccu ra cy in
in fo rm a tio n p ro vid e d b y m e d ia . Fe w re sp o n d e n ts I
fo u n d th a t th e y d id n o t w a n t to co m m e n t o n stin g
o p e ra tio n is m in im izin g cre a tivity o r n o t. S o I w a n t to
co n clu d e th a t stin g o p e ra tio n is n o t m in im izin g
cre d ib ility o f M e d ia . S tin g o p e ra tio n h e lp s m e d ia to
p la ce in fo rm a tio n b e fo re p u b lic . M o st o f th e p e o p le
th in k th a t it is ve ry b e n e ficia l to th e p u b lic b e ca u se
m e d ia is p lyin g a vita l ro le in p la cin g th e exa ct
in fo rm a tio n w ith o u t m a n ip u la tio n and
 Q15) – Is media now only sensational &
biased? 
A) Yes B) No C)
Can’t say


 INTERPRETITION:-Majority of the respondents

think that the media acts as the representative of
society and may be the logic behind their thinking
is that media gives the correct picture of the
society and everything shown and expressed by
the media are the events, incidents actually
happened in the society. 50 % respondents think
that media is sensational and biased because
they ruminate that if media wants any personality
to be at the peak ,I mean to say that he should be
hurted the headlines, they may do it. 28% people
think that whatever information is provided by
the media , comes after manipulation and
mispretation. So they firmly believe that media is
sensational and biased. After doing research, I
conclude that mostly people think that media is
 CONCLUSION
• Media play a vital role in disclosing
personal information of celebrities. I
also found this sort of activities is
not liked by most of the person
• Sting operations are not minimizing
credibility of India
• Most of the people think that media is
making people aware about the
information which is hot and sells
• Media is the source through which we
get information and our information
passes through media among
masses so; it acts like country’s new
• Whatever information is provided by
media it’s not actual information. This
information’s are provided after
manipulation.
 

• I conclude that most of the people think

that awareness which has been
created among people is due to media.
 

• I conclude that media play a vital role in

disclosing personal information of
celebrities. I also found this sort of
activities is not liked by most of the
person


• Conclude that media play a vital role in

disclosing personal information of
HANK YO