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MARKETING RESEARCH

PROJECTON

PRESENTED BY :-MUNESHWAR PRASAD

ENR-15051

SEC-A (BM)

ROLE OF MEDIA IN SOCIETY


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INTRODUCTION TO MARKETING

RESEARCH

v Marketing Research is the systematicdesign, collection,analysis and report in of

data and findings relevant to a specific

marketing situation facing the company.(Philip Kotler).

vThe systematic gathering, recording andanalyzing of all Data about problemsrelating to the marketing of goods and

services. [The American Marketing

Association]


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TYPE OF RESEARCH

EXPLORATORY

RESEARCH

CONCLUSIVE

RESEARCH

DESCRIPTIVE

EXPERIMENTAL


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EXPLORATORY RESEARCH

It Is fields of study, In Whichhypothesis usually is drawn fromideas developed or glimpsed in

previous research studies or isderived from theory


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CONCLUSIVE RESEARCH

conclusive research is meant toprovide information that is usefulin reaching conclusions or

decision-making It tends to be quantitative in

nature, that is to say in the formof numbers that can be

quantified and summarized The purpose of conclusive research

is to provide a reliable orrepresentative picture of

thepopulation through the use of


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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 bycollecting the primary data


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RESEARCH OBJECTIVE

To know the opinion ofsatisfaction toward media withvarious measurement skills like

primary role, social expect,sting operation, judicial armand trust/faith.

To know that what people wantto media

To learn something from


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Q1) - Primary role of media is

A) Providing Information

B) Public platform for expression C) Creating awareness

D) Entertaining public


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INTERPRETATION- In the above question

maximum respondents have preferred option(c) that is they feel that the primary role ofmedia is creating awareness and it is right alsobecause we get all types awareness throughmedia, may be a print media or electronicmedia. Some of the respondents preferredoption (a) that is primary role of media is to

provide information and some of the peoplepreferred option (b) that is primary role ofmedia is to provide public platform forexpression and some of the respondentspreferred option (d) that is primary role of

media is entertaining public, but the conclusionis based on the response of majority of peoplethat is option( c) and from the survey it is veryclear that primary role of media according tomost of the respondents is creating awarenessamong the people. I conclude from my part that

maximum people have responded the option(c)because the look media as a awareness


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Q2) - Society expect media to

A) Be more socially responsible

B) Broadcast authentic information onlyC) No rumorsD) Nothing


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INTERPRETATION-Most of the respondentsthink that the prime objective of anything issocial welfare so they have opted option (a) andthey expect that media also focus on the

welfare of the society that is they expect mediato be more socially responsible. Some of therespondents has preferred option (b) also andthe logic behind there thinking that the mediashould provide the more authentic information

to the society and also people have optedoption(c) that the media should not providerumors because welfare of the society is basedon the correct information and rumors shouldnot be there in the society. Respondents hasalso opted (d) option that means the society

expect nothing from the media this shows thatthe people are very much unhappy from themedia and they think that the society expectnothing from the media. From this I concludethat this respondent symbolizes the society and

majority thinks that the societies expect mediato be more socially responsible.


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Q3) - Do you think that media is playing a genuine role increating awareness among the society?A) Yes B) No C) Cant say


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:-INTERPRETATION Maximum respondents has preferred( )option a that is according to the people media isplaying a genuine role in creating awareness among the

society and the logic behind there thinking thatsociety must be aware about each and everything and,they expect this from media after this some

( )respondents has opted option b that is people thinkthat media is not playing a genuine role in creating

awareness among the society and the logic behind theirthinking may be that media is unable in playing.genuine role in creating awareness among the society

Very few respondents are confused and unable to thinkthat 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 genuinerole in creating awareness among the society because

.majority think in the same way

o you n a me a ac s as e


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- o you n a me a ac s as erepresentative of society?

A) Yes B) NoC) Cant say


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:IN T E R P R E TAT IO N M a jo rity o f th e re sp o n d e n ts th in kth a t th e m e d ia a cts a s th e re p re sen ta tiv e o f socie tya n d m ay 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 corre ct p ictu re o f th e so cie ty a n de ve ryth in g sh o w n a n d ex p 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 tyS 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 tiv e o f th e so cie ty a n d th e lo g icb 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 ctiv e,in p ro v id in g co rre ct in fo rm a tio n v e 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 sen ta tiv e o f.so cie ty o r n o t Fro m th e a b o ve d iscu ssio n I con clu d e

from m y p a rt th a t m ed ia is th e m ed iu m of g ettin gco rre ct in fo rm a tio n a n d if th e y a re p ro v id 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 tiv e o f th e so c ie ty a s m a x im u m.re s o n d e n ts o te d fo r th is a rticu la r o tio n


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between the Government & Common Public?A) Yes B) No C) Cant

say


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-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 tm e d ia a ct a s a b rid g e b e tw e e n g o v e rn m en 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 ta re rece ive d to th e com m o n p e op le th rou 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 era 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 iaa c ts a s a b rid g e b e tw e e n G o v e rn m e n t a n d co m m o np 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 esn t a cts a s a b rid g e b e tw e e n th eG o ve rn m e n t a n d com 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 ctiv ein p ro v id in g co rre ct in fo rm a tio n fro m G o v e rn m e n t. .a n d com m on p u b lic A la rg e n o of p eo p le th in k th a t

. ,if g o v t w a n t to co n v e y h is m e ssa g e m e d ia is th eo 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 form a tio n sh o u ld b e con ve ye d to th e g ov e rn m e n t

Q6) Do you have full faith/trust on the


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Q6) - Do you have full faith/trust on theinformation provided by media?

A) Yes B) No C)Cant say

f ith/t t f th t di b t f th ti


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faith/trust of that media because most of the timemedia provide by media is not reliable, somerespondents has preferred option (a) I think thatare positive thinking about media, those person

think media always do good work or in a propermanner & always in a proper time. somerespondents has preferred option (b) that is not fullfaith/trust of the media according to those

respondent media always interphones in thepersonal life of celebrities, whatever information isprovided by media its not actual information. Thisinformations are provided after manipulation; fewpeople are not able to say something directly about

role of media in society they think some time mediaplay very important role in society but some timemedias work are not relevant. So, I conclude thatmost of the people firmly believe that information

provided by media is not reliable, so it is apparentthat people does not that rely on media.


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Q7) - Do you think that media interferes in the personal life of the celebrities?A) Yes B) No C) Cant say


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: -IN TE R PR E TAT IO N In th e a b ov e q u e stion 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 tm 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 om e of th e respo n d e n t h as p referre d op tion 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 v id 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 tyd o e s n o t se e th a t typ e of 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 l life o f th e ce le b ritie s( )A ccord in g o p tio n c fe w p e o p le a re n o t a b le to sayso 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 l life

. ,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 av ita l ro le in d isclo sin g p e rso n a l in 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 ctiv itie s is n o t like d

Q8) - Do you think that in media the


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Q8) - Do you think that in media, theinformation gets manipulated?



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: -IN T E R P R E TA T IO N In th e a b o v e q u e stio n m a x im u m( )re sp o n d e n ts h a ve p re fe rre d o p tion a th e y th in k th a t

m ost of th e tim e m e d ia w h ate ve r in form ation 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 v id e d a fte r m a n ip u la tio n th is isn o t g o od for socie ty b e cau se d u e to th is m ost o f th etim 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 or p rop e r n e w s S om e re sp on d e n t w ho an sw er( )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.variou s n ew s are m a n d atory to m a n ip u late S om e of

( )th e resp on d en ts w h o are b elon g in g to op tion b areth in k th a t m e d ia p ro v id 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 y th in g a b o u t m e d ia A fte r g e ttin g

,v a rio u s re sp o n se s I co n clu d e th a t w h a te ve rin form ation is p rovid ed b y m ed ia it s n ot actu al

. 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 i u la tio n

- o you n a me a ac s as e


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- o you n a me a ac s as ecountrys new judicial arm?



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INTERPRETATION:-In above question most of therespondent are think that media acts as the

countrys new judicial arm. Most of the time dueto media interfere government, police, leader etcare not able do wrong anything. Most of the timemedia is only sensational and biased. So, peoplewant media should avoid it. Some of the

respondents think that media is not act as thecountrys new judicial arm, because many timedue to biasness media do wrong work. Accountingto option (c) few respondent are do not want to

say anything about media acts or not acts as ajudicial arm of country. So, I conclude that mediais the source through which we get informationand our information passes through media amongmasses so; it acts like countrys new judicial arm.

Some people think that media not acts as the


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laws?



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: -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 tm 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

releva n t in form ation w ou ld n ot b e p assed am on g.g en e ra l p u b lic S om e re sp on d en ts w h o cho ose op tion( )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 tp erson alities d on t w an t m ed ia sh ou ld d isclose

.in fo rm atio 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 v e y ca n t b e re a c h e d to.g en eral p u b lic S o it sh ou ld n ot b e b ou n d ed b y tig h t.la w s fo r th e sa ke o f a ccu ra cy in p ro v id 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 v e n t th e ir vie w s

.b e fo re p la cin g p u b lic

- o you n now me a s eye ng on y


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o you n , now me a s eye ng on yfor news that is hot & sells?



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:-IN TE R PR E TAT IO N M ost of th e p eo p le th in k th at th e,n e w s w h ich is ve ry h o t h e re h ot n e w s re fe rs to th e

.n e w s w h ich h a s re c e n tly b e e n o c cu rre d M o stlyp e rson 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

.old n e w s Th e y a re m o re cu riou s tow 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 ccurre 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 y e o n b y m e d iaFe 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

com m e n t o n th is to p ic b e cau se m e d ia p ro vid e th o se,n ew s w h ich like g e n e ra l p u b lic If m e d ia d oe s n ot

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 sb 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 ess ree d y to loss S o I w an t to con clu d e th atm 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 ccord in g to m e d ia h o t n e w s.is a lm o st p re fe rre d

the ethical code of conduct of providing


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the ethical code of conduct of providinginformation?


l th t di i f ll i th thi l d f


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people that media is following the ethical code ofconduct for providing information. They areusually live in two minds regarding thisinformation. Most of the respondents think that

media is following the ethical code of conduct forproviding information. If leaves an impression onmind when any information is imparted topeople. So media must follow the ethical code of

conduct. Some people opinion shows the graphthat while imparting information to public, mediashould not follow the ethical code of conduct, Sothat exact information can be reached to thepublic. Few respondents I found that they did not

want to comment on this rampant ideology.Media should always be in the limitations so thatany persons would give accurate information andwont hesitate to speak before media because

they might be knowing that their informationwont be mani ulated, it would be intact.

Q13) Are you satisfied with form of news


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Q13) Are you satisfied with form of newsprovided by media in current scenario?



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:-IN TE R PR E TAT IO N In th e ab ove q u estion m ost of 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 icate 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 rioT 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 nIn fo rm a tio n p ro v id 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 ere 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 iap 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 scen 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 ostly 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


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Q14) Does Sting operations are minimizingcredibility of media?



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: -IN TE R PR E TAT IO N M ost of th e respo n d e n t th in ks th a tstin 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 tiv ity 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 tiv ity 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 ctiv ity so th a t m a n ip u la tio n ca n.b e re m o ve d Th e re sh o u ld b e cla rity a n d a ccu ra cy in.in form ation p rovid ed b y m ed ia Few respo n d en 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 tiv ity o r n o t S o I w a n t to

con clu d e th a t stin g o p e ra tio n is n ot 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 leth in k th a t it is v e 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 role in p la cin g th e ex a ctin fo rm a tio n w ith ou t m a n i u la tio n a n d

biased?


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biased?A) Yes B) No C)

Cant say


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INTERPRETITION:-Majority of the respondentsthink that the media acts as the representative ofsociety and may be the logic behind their thinkingis that media gives the correct picture of thesociety and everything shown and expressed bythe media are the events, incidents actually

happened in the society. 50 % respondents thinkthat media is sensational and biased becausethey ruminate that if media wants any personalityto be at the peak ,I mean to say that he should behurted the headlines, they may do it. 28% peoplethink that whatever information is provided bythe media , comes after manipulation andmispretation. So they firmly believe that media issensational and biased. After doing research, I

conclude that mostly people think that media is


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CONCLUSION

Media play a vital role in disclosingpersonal information of celebrities. Ialso found this sort of activities isnot liked by most of the person

Sting operations are not minimizingcredibility of India

Most of the people think that media ismaking people aware about the

information which is hot and sells Media is the source through which we

get information and our informationpasses through media amongmasses so; it acts like countr s new


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Whatever information is provided bymedia its not actual information. Thisinformations 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 ofcelebrities. I also found this sort ofactivities is not liked by most of theperson

Conclude that media play a vital role in

disclosing personal information of


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ANKY

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