STATE OF THE MEDIA IN ZAMBA 1.0 Methodology The research for the First Quarter, 2017, State of the Media Report used a number of scientific research methods that included content analysis, discourse analysis and in-depth interviews. This helped in triangulating the data findings in order to make sound deductions and observations of the media landscape as it obtained in the period under review. The data was sampled using the purposive random sampling method. This ensured that there was no biases or skewedness in the data and consequently the research findings. The content analysis method was used to identify common themes and elements that constituted the composition of media content during the quarter. This helped to create a picture that shows how the media performed in terms of the focus and diversity of their content. Further, the data gathered as such gave insights on the various media-related issues that occurred and either directly or indirectly impacted on the media, journalists and their smooth undertaking of their journalistic duties. The in-depth interviews, IDIs on the other hand were used to get the perceptions from the media fraternity and a select number of individual practitioners. This involved the use of in-depth interview guides that augmented the findings so as to give the report a richer understanding of the dynamics affecting the media during the review period. 5|Page