A critical review on various feature of research implicating mass media audience

Abstract

In order to survive in today's increasingly competitive mass media landscape, it is paramount to cater to the diverse requirements and preferences of the audience. Understanding these needs requires extensive research, which can be achieved through gathering data from secondary sources such as books, journals and other relevant recorded materials. This research delves into the ideology of mass media audience research, its different forms, and offers guidance on how to conduct it effectively. However, there are several challenges that need to be overcome, including limited knowledge in audience research, a lack of necessary research skills, difficulty in obtaining reliable statistical data, and the challenge of defining audiences in the context of both traditional and new media. Given these obstacles, prioritizing mass media audience research is of utmost importance.