MARKETING RESEARCH PROJECT

ON
TOPIC- THE ROLE OF MEDIA IN NATIONL INTEGRITY
& COMMUNAL HARMONY

ISHAN INSTITUTE OF MANAGEMENT &

TECHNOLOGY
GREATER NOIDA

SUBMITTED TO:
Dr. D.K. Garg
Chairman
IIMT Greater Noida

SUBMITTED BY:
Pavan kumar dubey
21st Batch
ENR NO. 21007

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

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

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

TABLE OF CONTENTS
1

Chapter
Chapter -1

2
3

Chapter- 2
Chapter -3

5
6
7

Chapter -4
Chapter -5
Chapter-6

Title

Page no.

A) Introduction
B) Objective
Research methodology
Analysis of the study
a) Hypothesis testing
Finding
Limitation
Conclusion

1-3
4-6
7-22
23
24
25

Chapter -1INTRODUCTION

INTRODUCTION
Media 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 cant 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 20 th 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.

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.

1.2Objective 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

Chapter -2-REASEARCH
METHODOLOGY

10

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

11

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
DELHI & NCR
U.P. EAST
Greater noida
BANGLURU
JAIPUR
MUMBAI
PUNJAB
Total

2.5.

Respondents
16
47
27
4
4
1
1
100

Hypothesis
National integration & communal harmony in India is coverage on
Media.
12

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.

13

Chapter -3-ANALYSIS
Of
THE STUDY

ANALYSIS OF THE STUDY

3.1. Questionnaire design formulation
14

There 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

Male
Female

Gender
89
11

Gender
11%

89%

Interpretation From the graph it is easily visible that most of

the respondents were male as only 11 % female.
PG
UG
12th

Education
28
66
12

15

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

16

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.

17

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.

18

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.

19

Interpretation From above data it is clear that 35% people Agree, 14% people
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.

20

Interpretation From above data it is clear that 40% people Agree, 10% people
Strongly agree, 30% people Indifferent, 17% peoples Disagree & 4% peoples are
think that the ministry of I & B sensor news that sensitive and may be damage
national integrity and communal harmony.

21

Interpretation From above data it is clear that 43% people Agree, 22% people
strongly agree, 13% people Indifferent, 21% peoples Disagree & 1% peoples are
think that media houses be allowed public on TV, Radio & Internet etc.

22

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.

Interpretation From above data it is clear that 49% people Agree, 11% people
strongly agree, 20% people Indifferent, 17% peoples Disagree & 3% peoples are
think that media houses practice voluntary discloser for sources of information and
journalists identity.

23

Interpretation From above data it is clear that 44% people agree, 19% people
strongly agree, 12% people Indifferent, 21% peoples Disagree & 5% peoples are
think that media coverage on deaths of Indian citizens on religions and cast
objectionable.

Interpretation From above data it is clear that 34% people Agree, 13% people
Strongly agree, 27% people Indifferent, 20% peoples Disagree & 8% peoples are
think that the government through in cyber cell monitor social media accounts of
people and organization.

24

Interpretation From above data it is clear that 29% people Agree, 17% people
Strongly agree, 24% people Indifferent, 24% peoples Disagree & 8% peoples are
25

think that media people be prohibited from having accurse to educational

institutions like schools, colleges & universities.

Interpretation From above data it is clear that 43% people Agree, 14% people
Strongly agree, 19% people Indifferent, 18% peoples Disagree & 7% peoples are
think that journalists be warned and panelized for sensitizing public debates on live
broadcast.

26

Interpretation From above data it is clear that 32% people Agree, 24% people
Strongly agree, 123% people Indifferent, 17% peoples Disagree & 4% peoples are
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.
27

37

Humanitaria
n enterprise

enterprise Political

enterprise Social

Q.1-WWhich of these best

defines a Media Organization?

Business
enterprises

TESTING OF HYPOTHESIS

31

22

10

2 test

HO

0.000
8

Interpretation- so, null hypothesis is REJECTED. Because;

21

TRP ratings
43

22

revenue) Market share(in

Respondents

Marketing
capitalization

Q.2-Which of these parameters best

defines the success of media?

Viewer head

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

14

2 test

HO

0.000
3

Interpretation- so, null hypothesis is Rejected.

Disagree

Indifferent

20

52

13

13

14

33

24

20

disagree Strongly

Q.3-Should media be nationalization to

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

Agree

Parameter

agree Strongly

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

2 test

HO

7.46

0.0018

28

integrity and communal harmony?

Q.5-Should the ministry of information
and broadcasting sensor news that is
sensitive and may damage national
integrity and communal harmony?
Q.6-Should media houses be allowed to
hold public on TV, Radio, and Internet
etc?

10

40

30

16

7.76

22

43

13

21

1.3854

13

35

24

18

10

0.0005
7

11

49

20

17

1.78

19

44

12

20

8.96

13

32

27

20

0.0006
8

16

25

24

24

0.028

14

42

19

18

5.3533

24
32
Q.13-Should public debates on prime
time TV/Radio/Internet be based from
having shots for advertisement?
Interpretation - so, null hypothesis is accepted.

23

17

0.0002
2

Q.7-Should media houses allowed to

hold polls ahead oh election?
Q.8-Should media houses practise
voluntary discloser for sources of
information and journalists identity?
Q.9-Do you find media coverage on
deaths of Indian citizens on religions
and cast objectionable?
Q.10-Should the government through in
cyber cell monitor social media
accounts of people and organizations?
Q.11-Should media people be
prohibited from having accurse to
educational institutions like schools,
colleges, & universities?
Q.12-Should journalists be warned and
panelized for sensitizing public debates
on live broadcast?

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.
29

Q.14-Are you satisfied with recent media coverage on

the JNU episode?

Yes

No

2 test

HO

Respondents

44

56

0.23

Interpretation - so, null hypothesis is REJECTED. Because;

Degree of freedom = 2-1=1 at 5% level of significance, the tabulated value of 0.05.

30

Chapter -4Finding

31

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 deregulated 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.

32

 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

Chapter -5Limitation

33

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.

34

Chapter -6Conclusion & suggestion

35

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 peoples 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.

36

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

37