Questionnaires were conducted in the print form. Questionnaires were distributed among subjects of the study and they responded to questions posed in questionnaires. Each respondent selected specific options from the questionnaire and they had to choose the option they consider fit the most as the answer to the question posed in the questionnaire. In such a way, respondents gave their responses to questions of the questionnaire. In such a way, subjects of the study provided their responses in terms of the questionnaire. The data were collected by the researcher and processed.
Questions posed in the course of the questionnaire aimed at the analysis of the extent of the impact of media on individual behavior. In fact, the main point was to find out how mass media influence the behavior of individuals, their cultural values, views and beliefs. In such a way, the questionnaire helped to identify key issues related to the impact of mass media on the behavior of individuals. At this point, it is worth mentioning the fact that the questionnaire revealed specific issues concerning the impact of mass media on individuals, their behavior, and culture.
In fact, the use of questionnaires revealed the fact that individuals are vulnerable to the impact of mass media for a long time. In this regard, the overwhelming majority of subjects responded that they are exposed to the impact of mass media about 80% of their free time. In such a way, the use of mass media increases the impact of mass media on the behavior of individuals. To put it more precisely, the questionnaire revealed the fact that respondents frequently compare their behavior to that of fiction characters depicted by mass media. Therefore, subjects tend to follow the lead of characters created and promoted by mass media. In such a way, mass media have the power to shape views of individuals and their behavior. At any rate, their behavior patterns are vulnerable to the impact of mass media. This trend was traced in different subjects, regardless of their gender, cultural or racial background. Therefore, mass media have the overwhelming impact on subjects involved in the study.
The observation is another effective tool to conduct qualitative study. In fact, the observation helps to identify key patterns of behavior and helps to observe subjects in the specific, target environment (Volti, 2005). In this regard, the current study involved the use of the observation to track the impact of mass media on individuals, their behavior and culture. In fact, the use of the observation was very helpful in terms of the revelation of specific behavioral patterns of subjects involved in the study. At the same time, observation minimized the interaction between the researcher and subjects of the study since the researcher was just observing subjects in the specific environment.
In terms of the current study, the naturalistic observation was conducted in the course of the study. The naturalistic observation minimizes the impact of the researcher on subjects that increases the objectivity of findings of the study. The researcher just observes reaction and responses of subjects to the impact of mass media and makes notes concerning subjects’ responses.