marketing reasearch project

MARKETING RESEARCH PROJECT

ONTOPIC- THE ROLE OF MEDIA IN NATIONL INTEGRITY

& COMMUNAL HARMONY

ISHAN INSTITUTE OF MANAGEMENT & TECHNOLOGY

GREATER NOIDA

SUBMITTED TO: SUBMITTED BY: Dr. D.K. Garg Pavan kumar dubey Chairman 21st BatchIIMT Greater Noida ENR NO. 21007

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ACKNOWLEDGEMENT

I would like to take this opportunity to express my profound gratitude and deep

regard to my chairman sir, Dr. D.K. Garg, for his exemplary guidance, valuable

feedback and constant encouragement throughout my project work. His perceptive

criticism kept me working to make this project in a much better way.

I would like to thank all my beloved teachers for their support and confidence me.

I would also like to express my deep gratitude to all the respondents whose

response was of utmost importance for the project.

Pavan kumar dubey

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DECLARATIONS

I declare that the project titled “THE ROLE OF MEDIA IN

NATIONAL INTEGRITY & COMMUNAL HARMONY” is an

original project done by me and no part of the project is taken from any

other project or materials published or otherwise or submitted earlier to

any other college or university.

PAVAN KUMAR DUBEY

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CERTIFICATE

This is to certify that Pavan kumar dubey, student of PGDM, Ishan Institute of

Management & Technology,Greater Noida has completed his Marketing research

project report on the topic of “THE ROLE OF MEDIA IN NATIONA

INTEGRITY & COMMUNAL HARMONY” under my supervision and

guidance.

To best of my knowledge the report is original and has not been copied or

submitted anywhere else. It is an independent work done by me.

Dean & Head

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TABLE OF CONTENTSChapter Title Page no.

1 Chapter -1 A) IntroductionB) Objective

1-3

2 Chapter- 2 Research methodology 4-6

3 Chapter -3 Analysis of the study a) Hypothesis testing

7-22

5 Chapter -4 Finding 23

6 Chapter -5 Limitation 24

7 Chapter-6 Conclusion 25

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Chapter -1-INTRODUCTION

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INTRODUCTIONMedia has a constructive role to play for the society. Today news channels and

even some newspaper is mouthpiece of some social issues, which helps us to

estimate the realities of lives. It is the fact that in most of the eras, media were not

being given free and fare chances to explore the issues of society more openly that

it is being given now; but we can’t deny this fact that the issues were always raised

in order to provide justice to the people.

Media is the link between the people of a country to propagate the information

from one end of the country to the other either by electronic means or by the means

of print, i.e. is either by Radio, Television, and Internet or by Newspapers. It can

be categorizes mainly in two forms, viz. Traditional media and new media.

New media is a terminology which emerged in the late 20th century to indicate the

amalgamation of traditional media such as film, images, music, spoken and written

word, with the interactive power of computer and communications technology,

most importantly the internet.

Media is the most powerful tool of communication. It helps promoting the right

things on right time. It gives a real exposure to the, ass audience about what is right

or wrong. Even though media is linked with blaming fake news every time on

terrorist attack by saying directly Muslim fundamentalist hand in attack without

properly investigating but on the safe side, it helps a lot to inform us about the

realities as well.

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1.1. Meaning of National Integration and Communal Harmony:

National Integration refers to the perception of single national identity among

people of a country belonging to various races, castes and religion.

Communal Harmony refers to the harmony, acceptance and love among the people

of various communities belonging to different castes, races and religion.

Communal Harmony is the most important pre-condition for feeling of Unity and

National Integration in India.

From time Immemorial, it has been seen that different races fought battles against

each other on Indian soil and got themselves firmly entrenched, but India has

assimilated them all into her blood. The conflicting cultures were at last modeled

by this country to her own genesis and pattern.

India has witnessed a great diversity of faith and religion from the earliest times,

but this has not interfered with the peaceful pursuit of the ways of life of different

sections. Christians and Jews who came to India in the first century of the Christian

era found hospitable reception here. After several centuries, the Parsis and

Muslims received equal reception. Ever since then, India has been marked by the

prosperity of communities belonging to different religions. The people of India

value the importance of National Integration.

The dictum of catholicity of Indian Culture, ‘live and let live’, have been forged

through ages, different religious races and cultures of the vast country into a united

concept of oneness that is India. It was this inherent unity and communal harmony

which enabled India to fight against the British might as one man for freedom.

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1.2 Objective of the study The objective of the study provides a definite & proper track for any research

activities. From such point of view to make the present study more scientific

following objective has been designed by the researcher;

1) To examine the public opinion of The Role of Media in National Integrity &

Communal Harmony.

2) To find out the perception of Indian peoples towards role of media in

national integrity & communal

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Chapter -2-REASEARCH METHODOLOGY

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REASEARCH DESIGN & METHODOLOGY

Research comprise defining and redefining problems, formulating hypothesis or

suggested solutions; collecting, organizing and evaluating data; making deductions

and reaching conclusions; and at last carefully testing the conclusions to determine

whether they fit the formulating hypothesis.

In short the search for knowledge through objective and systematic method of

finding solutions to a problem is Research.

2. REASEARCH DESIGN

2.1. TYPE OF RESEARCH- Descriptive research

Descriptive research includes surveys and fact-finding enquiries of different

research includes main characteristic of this method is that the researcher has

no control over the variables; he can only report what has or what is

happening.

2.2. DATA SOURCES:

There are two types of data. Source of primary data for the present study is

collected through questionnaire by peoples of national integrity &

communal harmony. The secondary data is collected from journals, books

and through Internet searches.

2.2.1. PRIMARY DATA

The data that is collected first hand by someone specially for the purpose of

facilitating the study is known as primary data. So in this research the data is

collected from respondents through questionnaire.

2.2.2. SECONDARY DATA

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The method used by researcher is survey method as the research done is

Descriptive research.

2.3. SAMPLING UNIT

To collect the views about role of media in national integrity & communalfrom the

different respondents, the researcher contacted personally and through the mail.

The purpose of such questionnaire was to get first-hand information about national

integrity & communal. The respondents include the different age group different

gender and different professions.

2.4. SAMPLE AREA& SIZE

For achieve objective researcher consider 100 respondents from difference place.

Details of respondents are following:

Place Respondents DELHI & NCR 16

U.P. EAST 47

Greater noida 27

BANGLURU 4

JAIPUR 4

MUMBAI 1

PUNJAB 1

Total 100

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2.5. Hypothesis

National integration & communal harmony in India is coverage on Media.

2.6. Statistical Tools

The statistical tools have been used in the study are as follows:

Average and Percentage has been used to evaluate the perception of

respondents.

Chi-square test has been used to analyses the point of view of the various

respondents.

2.7. Presentation Tools :

Graphs, Charts and Tables have been used to represent the perception of

respondents.

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Chapter -3-ANALYSISOf

THE STUDY

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ANALYSIS OF THE STUDY

3.1. Questionnaire design formulationThere are 100 questions are responses by 100 respondents. Under this

method list of questions pertaining to the survey are prepared peoples of

national integration and communal harmony. Questionnaire has structured

type questions as well as under structured type questions. Structured

objective type questions are prepared for the respondents with fixed

response categories. Some of the questions are of multiple-choice type &

some questions are rating scale type.

3.2. Respondent profile

GenderMale 89Female 11

Male=89%

Female=11%

Gender

Interpretation –From the graph it is easily visible that most of the respondents were male as only 11 % female.

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EducationPG 28UG 6612th 12

Interpretation –The table and graph is showing the education of respondents. It

has defined three parts. The first part includes 28% are Post graduate, second part

includes 66% Graduate and the third part involves 12 12th

3.3. QUESTIONNAIRE

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Interpretation – From above data it is clear that 40% people think that Business

enterprise, 35% peoples think social enterprise, 24% people Political enterprise &

10% people Humanitarian enterprise is the best defines a media organization.

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Interpretation – From above data it is clear that 46% people think that TRP

Ratings, 27% people think Viewer head, 21% people Marketing Capitalization &

14% peoples Marketing Share (in revenue) is parameters best defines the success

of media.

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Interpretation – From above data it is clear that 53% people Agree, 20% people

Strongly agree, 13% people Indifferent, 13% peoples Disagree & 2% peoples are

think that media be nationalization to serve the interests of national integrity and

communal harmony.

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Strongly agree, 24%people Indifferent, 20% peoples Disagree & 9% peoples are

think that media be de regulated privatized to serve interests of national integrity

and communal harmony.

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think that the ministry of I & B sensor news that sensitive and may be damage

national integrity and communal harmony.

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strongly agree, 13% people Indifferent, 21% peoples Disagree & 1% peoples are

think that media houses be allowed public on TV, Radio & Internet etc.

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Interpretation – From above data it is clear that 36% people are agree, 13%

people Strongly agree, 24% people Indifferent, 18% peoples Disagree & 10%

peoples are think that media houses allowed to hold polls ahead on election.



think that media houses practice voluntary discloser for sources of information and

journalist’s identity.

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Interpretation – From above data it is clear that 44% people agree, 19% people


think that media coverage on deaths of Indian citizens on religions and cast

objectionable.

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think that the government through in cyber cell monitor social media accounts of

people and organization.



think that media people be prohibited from having accurse to educational

institutions like schools, colleges & universities.

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think that journalists be warned and panelized for sensitizing public debates on live

broadcast.

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think that public debates on prime time TV/Radio/Internet be based from having

shots for advertisement.

Interpretation – From above data it is clear that 56% people satisfied with recent

media coverage on the JNU episode.

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TESTING OF HYPOTHESIS

Q.1-WWhich of these best defines a Media Organization?

Bus

ines

s en

terp

rise

s

Soci

al

ente

rpri

se

Polit

ical

en

terp

rise

Hum

anita

ria

n en

terp

rise χ2 test HO

37 31 22 10 0.0008 R

Interpretation- so, null hypothesis is REJECTED. Because;

Degree of freedom = 4-1=3 at 5% level of significance, the tabulated value of 0.05.

Q.2-Which of these parameters best defines the success of media?

Mar

ketin

g ca

pita

lizat

ion

TRP

ratin

gs

Vie

wer

hea

d

Mar

ket s

hare

(in

reve

nue)

χ2 test HO

Respondents 21 43 22 14 0.0003 R

Interpretation- so, null hypothesis is Rejected.


Parameter

Stro

ngly

ag

ree

Agr

ee

Indi

ffer

ent

Dis

agre

e

Stro

ngly

di

sagr

ee

χ2 test HO

Q.3-Should media be nationalization to serve the interests of national integrity and communal harmony?

20 52 13 13 2 7.46 A

Q.4-Should media be de regulated and privatized to serve interests of national integrity and communal harmony?

14 33 24 20 9 0.0018 R

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Q.5-Should the ministry of information and broadcasting sensor news that is sensitive and may damage national integrity and communal harmony?

10 40 30 16 4 7.76 A

Q.6-Should media houses be allowed to hold public on TV, Radio, and Internet etc?

22 43 13 21 1 1.3854 A

Q.7-Should media houses allowed to hold polls ahead oh election?

13 35 24 18 10 0.00057 R

Q.8-Should media houses practise voluntary discloser for sources of information and journalist’s identity?

11 49 20 17 3 1.78 A

Q.9-Do you find media coverage on deaths of Indian citizens on religions and cast objectionable?

19 44 12 20 5 8.96 A

Q.10-Should the government through in cyber cell monitor social media accounts of people and organizations?

13 32 27 20 8 0.00068 R

Q.11-Should media people be prohibited from having accurse to educational institutions like schools, colleges, & universities?

16 25 24 24 8 0.028 R

Q.12-Should journalists be warned and panelized for sensitizing public debates on live broadcast?

14 42 19 18 7 5.3533 A

Q.13-Should public debates on prime time TV/Radio/Internet be based from having shots for advertisement?

24 32 23 17 4 0.00022 R

Interpretation - so, null hypothesis is accepted.

Degree of freedom = 5-1=4 at 5% level of significance, the tabulated value of 0.05

Because calculated value is greater than tabulate value.

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Q.14-Are you satisfied with recent media coverage on the JNU episode?

Yes No χ2 test HO

Respondents 44 56 0.23 R

Interpretation - so, null hypothesis is REJECTED. Because;


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Chapter -4-Finding

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FINDING

Researcher was assign to search 100 general people in different places who expressed their opinions and experience with researcher at the start of his project work. May male respondents take it very seriously and appreciated researcher search type of project work.

Researcher has got many difference type of responses of theses questions;

40% respondents are agreed that Business enterprise is the best defines a media organization.

46% respondents are agreed that TRP rating is the best defines the success of media.

53% respondents are agreed that the media should be nationalization serve the interests of national integrity & communal harmony.

35% respondents are agreed that media should be de-regulated and privatised to serve interests of national integrity & communal harmony.

40% respondents are agreed that the ministry of I & B sensor news that is sensitive and may damage national integrity & communal harmony.

43% respondents are agreed that media houses should be allowed to hold public TV/ Radio & internet etc.

36% respondents are agreed that media houses should allowed to hold polls ahead on election.

29% respondents are agreed that media people should be prohibited from having accurse to educational institutions like schools, colleges, & universities.

56% respondents are satisfied with recent media coverage on the JNU episode

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Chapter -5-Limitation

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LIMITATION

In every research work there are some limitations and this research has also no

exception. Availability of time was one of the biggest limitations faced by

researcher. Due to shortage of time Researcher had to limit the work in its present

form. Money was also one of the major limitations faced by researcher while

conducting this research. Some of the people were not interested in filling

questionnaire; some people were taking this research seriously. Some people were

engaged in their job & hesitate to fill questionnaire and their personal details.

Because they were not comfortable with English language. Some persons behaved

rudely saying that what our benefit in filling this questionnaire. Since Researcher

was not having any previous experience in Research work and report writing. So it

may have lead to discrepancies in the report. Researcher sample size is only 100;

so had to limit my work in the present form.

In the study research has been considered in only selected city.

Time period is also a limitation.

Research is only done with 100 people.

Many respondents are not more interested in fill the questionnaire.

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Chapter -6-Conclusion & suggestion

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CONCLUSION

Researcher faced various limitations in conducting research that is “THE ROLE OF MEDIA IN NATIONAL INTEGRITY & COMMUNAL HARMONY”. Researcher has tried our level best to find out their views regarding Effect of people’s opinion.

Role of media is not only business purpose is always with the responsibility of media.

Media should not be biased. Government should not be interfere work of media. In media houses are allowed to hold on tv/radio & internet. Media houses are practise voluntary discloser for sources of

information and journalists identity

6.1. Suggestion

Media should not be support any political parties. Media should not coverage on deaths of Indian citizens on

religions & cast. Media should not be debates on prime time TV/ Radio/ Internet be

based from having shots for advertisement.

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ANNEXURE

QUESTIONNAIRE FOR RESPONDAND

Dear Respondents,

I am Pavan kumar dubey, PGDM Student at Ishan Institute of management and

technology Greater Noida, I am doing Marketing research on the topic of “THE

ROLE OF MEDIA IN NATIONA INTEGRITY & COMMUNAL

HARMONY” and examining the public opinion about national integration and

communal harmony in India.

Therefore, may I request you to spare 10-15 minutes to fulfill this questionnaire.

All your information will remain confidential & used for an academic purpose

only. Please answer all questions as honestly as possible and return the completed

questionnaires as early as possible.

Thanking you for giving your valuable time to me in my academic endeavors. If

you require additional information or have any query, please feel free to contact

me.

Thanking you

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