How to Become a Media Researcher

Becoming a Media Researcher will require you to master the art of blending a formal education with a variety of skills, development, and practical experience. 

Education Needed for Media Researcher

As in most any profession, a bachelor’s or master’s degree will assure you serious consideration for entry level positions as a media researcher. The word media is defined by Webster’s Dictionary as, “the main means of mass communication (broadcasting, publishing, and the internet) regarded collectively.” They define research as, “the systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions.” In a nutshell, in order to become a prolific media researcher, you must pursue a related degree in areas such as media studies, journalism, marketing, communications and even sociology. The most important task at hand, however, is to make sure you are aligning yourself with reputable and accredited institutions of higher learning for both traditional and online formats. Unfortunately, there are programs which offer degrees and certifications which are not acceptable to the business community. Find out which ones are, and then proceed accordingly.  

Necessary Skills for Media Researcher

1. Qualitative Research: You will need to develop skills involving the collection of, and subsequent analysis of, non-numerical data.  According to Stanford Libraries, “Qualitative research is the naturalistic study of social meanings and processes, using interviews, observations, and the analysis of texts and images.  In contrast to quantitative researchers, whose statistical methods enable broad generalizations about populations (for example, comparisons of the percentages of U.S. demographic groups who vote in particular ways), qualitative researchers use in-depth studies of the social world to analyze how and why groups think and act in particular ways (for instance, case studies of the experiences that shape political views).”
2. Quantitative Research:  In contrast to non-numerical data collection and analysis, quantitative research involves gathering information for which numbers can be assigned. The USC Library credits Dr. Earl R. Babbie for their definition of quantitative research, “Quantitative methods emphasize objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques. Quantitative research focuses on gathering numerical data and generalizing it across groups of people or to explain a particular phenomenon.”
3.  Data Analysis: One of the aspects of becoming a media researcher is to become familiar with the tools of trade, so to speak. Statistic analysis is accomplished via software programs such as SPSS and Excell. IBM describes its SPSS as, “a software platform offers advanced statistical analysis, a vast library of machine learning algorithms, text analysis, open-source extensibility, integration with big data and seamless deployment into applications.” Microsoft’s Excel software utilizes electronic spreadsheets for logging data, storing, and organizing. There are numerous tutorials and workshops you might engage with in order to become a proficient media analyst.

Intern and Gain Practical Work Experience

1. Many media organizations, specialized research corporations, and centers of higher learning are perpetually in the market for interns who are ready, willing, and able to dedicate the time and effort to acquire the experience and knowledge it takes to succeed as a media researcher. Survey those prospects in your area and begin to formulate a game plan for becoming an intern.

Portfolio Building

1. Whatever your endeavors, be sure to create and maintain a portfolio of your research projects. Include relevant findings and methodologies utilized to reach your conclusions.
2. Present your research in a showcase format, in other words, highlight and include literature reviews, design studies and structures, as well as analyze the data contained in your portfolio. 

Networking

1. The internet offers a plethora of opportunities to meet and mingle (both online and in person) with those in the field of media research. Check into media research firms, market research firms, media organizations, or government agencies.
2. Seek out and attend conferences, seminars, and workshops. 
3. Another resource for networking is those locating individuals who are grounded within the academic framework of the field. Connect with professionals working at colleges, universities, think tanks, and the like. The more networking you can achieve, the greater your chances for success. 

Consider Specializing

You might want to consider choosing a specialty within the field of media research, in order to focus on the professional arena within which you will be seeking employment. These include social media research, audience analytics, media effects, and content analysis.

As in any field involving statistical analysis, the internet, and human behavior, becoming a media researcher will require you to maintain a vigilant approach to learning the basics, staying current on trends and new information, as well as being a professional who embodies adaptability and flexibility. Once you acquire the time, experience and education, you will realize your dream of becoming a media researcher!