The research culture is a basic element for higher institutions at the global level, especially in social sciences subjects’ research as a compulsory subject taught in the universities of Pakistan. Through this study, it has been tried to measure the students’ and teachers’ attitudes towards research by using a semantic differential scale. The survey research design was used to collect data and to find the attitudes of the students and teachers. Two universities were selected as the population of the research. One university was selected from the public sector, and another from the private sector. From the overall population, two fifty (250) students (male & female) and one fifty (150) teachers (male & female) were selected as the sample of the research. The findings revealed that there was a statistically significant difference between the attitudes of teachers and students toward research.. Furthermore, the results of the study recommended that teachers are the reflection of their students, and positive and productive attitudes of teachers foster students towards research. The content writing and research attitude are mutually interlinked. In this way, efforts should be needed to create reading and investigating behaviours among university students to create a research environment.