Introduction to applied media research, research criticism, data interpretation, and fundamentals of audience analysis. Topics include: surveys, content analysis, experimental test of programmes, field research, and formative evaluation.

CILO-1: Identify, describe, and apply various communication methodologies, such as, surveys, content analysis, experimental research, and ethnographic research. CILO-2: Discuss the findings of mass communication research and explain how they relate to methodological issues, techniques, and questions. CILO-3: Explain the connection between various research approaches, knowledge forms, and mass communication methodologies. CILO-4: Evaluate and differentiate between various research methodologies and knowledge forms, and choose the suitable ones in mass communication studies.