Page 132 - SREENARAYANAGURU OPEN UNIVERSITY

of the verbal materials. A review of research in any area, for
instance, involves the analysis of the contents of research articles
that have been published. Researchers choose a set of texts,
documents, images, videos, audio recordings, or any other form
of communication that is relevant to the research objectives. It
◆ Inference of allows researchers to analyse large volumes of data efficiently and
◆ Inference on inner
documentary systematically. It provides insights into the content and messages
characteristics
materials conveyed through various forms of communication. Content
analysis can be used to explore cultural or social representations,
media effects, organisational communication strategies, public
opinion, or any other topic where the analysis of textual, visual,
or auditory content is relevant.

viii. Experimental method
Experimental method studies causal relationship between the
variable where the effect of independent variable on a dependent
variable is focused. While focusing on one variable, the other
independent variable is kept constant using some type of control.
It is the least used method for collecting primary data. This
◆ Causal relationship
method is commonly used by marketers in test marketing. There
are two types of experiments like laboratory experiments where
investigation is conducted in a purposefully created situation and
field experiments which are conducted in real life situations with
control group and experimental group in order to test a hypothesis.
When compared with other methods this method is more powerful
to determine the causal relationship between variables and can
produce exact measurement. However, sometimes establishing
the control and experimental groups may be a difficult task.

ix. Simulation
Simulation is a recent research technique. It is a realistic
enactment of roles in an imagined situation. It is often done to
assess and understand a situation and make decisions pertaining
to it. There are three types of Simulation- Computer Simulation,

◆ Realistic enactment Man Simulation and Man Computer Simulation. In Computer
of roles simulation real life processes and situations are imitated using
computer graphics like the day to day functioning or role of each
desk in a bank can be well explained to the trainees by using this
method. People are given different roles to play to understand
the situation in Man simulation. The above mentioned methods
together make up the Man Computer simulation method.

3.3.4 Tools for Data Collection

Questionnaire and Interview schedule are the two widely used
tools for collecting data from respondents.

126 SGOU - SLM -MCom Research Methodology