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Understand the nature andpurposes of research in the creative media industries Sandra Ksiazek
Quantitative ResearchQuantitative research is all about informationthat you can measure in hard data, numbers andfigures. This type of research is usuallycalculated through the survey by taking thesample of people and asking them objectivequestions that will then determine thestatistically valid responses. It is possible toconstrain quantitative research more specific byselecting restricted group of people asked. Forexample only females or teenagers aged 12-13.
Why use quantitative research?People are using quantitative research when theywant to find out people responses on certain topicthat will not require their personal opinion andthoughts in depth.This method of researchis good for example whenrating a film achievefindings with anacceptable degree ofaccuracy
Qualitative ResearchQualitative research is a method of analysingunstructured information such as customerfeedback, videos, interviews, notes, evaluations, emails, open answer questionnaires, photos and similarmaterials that are not relying on statistics or numbers.Qualitative research is not countable. It is all to dowith opinions and people’s view about the subjectmatter.
Why use qualitative research? Qualitative research is always used to explore insight into peoples behaviours. This type of research is going into people’s attitudes, discovering their motivations and aspirations. When applying qualitative research there are also other things to consider like culture, lifestyle, ethnic and many more. Qualitative research is helpful when for example dealing with customers satisfaction and opinions how to improve the product. It is all to do with the complex, individual response on the given topic.However this type of research is time consuming and can be disordered dueto its isolated unstructured form of information.
Methods and sources of research Secondary Research Also known as desk research, secondary research is the most common research method employed in the industry today. It involves processing data that has already been collected by another party. With this form, researchers will consult previous studies and findings such as reports, press articles and previous market research projects in order to come to a conclusion. The relatively low expense in comparison to primary research is the main advantage of this research as no new research needs to be commissioned. However, its main disadvantage is that the data used in the analysis may be out-dated and therefore return inaccurate results. Furthermore, previous studies may not have targeted the exact issue that the current research requires.
Magazines, Books, Reviews, Radio Internet & Auditions, Webpages Archives Research Sources TV Photos, programme Paintings, , Art Work documenta riesPreviously, researchers had to trawl through old reports and databases by hand and paysubstantial sums of money to do so, yet, now in the 21st Century, the resources thatcan be used for secondary research are wide-ranging. The internet has revolutionisedthe way in which researchers search for previous data, meaning that useful informationis only a click away.
Primary Research When research is conducted to unearth original data, it is called primary research. To do this, an original research plan must be devised which will encompass, data collection, data input and then the production and analysis of the subsequent results. Due to the sometimes lengthy duration of this research it can often bePrimary research is coming expensive to conduct. However, becausestraight from original source is the research is original, the resultsreliable and is not modifiedthroughout the way. gathered will be more relevant to the needs of the client.The two basic types of primaryresearch are qualitative and Primary research an be gathered byquantitative. questionnaires interviews and other similar forms.
Data Gathering AgenciesData Collection Agencies are the organization that can provides raw informationthrough activities such as interviews, technical and physical surveillances, humansource operation and much more. Information can be gathered from open, covert,electronic, and satellite sources.
ResearchBoard (BARB) Broadcasters Audience Research Board is the British company that is measuring television ratings as well as audience interest. The number gather by BARB are vitally important to advertising companies as based on the results and success of given program the companies can match the advert to the target audience and promote product more easily.
Radio Joint AudienceResearch Ltd (RAJAR) This organisation is working on the same basis as BARB however it is not measuring the television interest, but radio. Therefore RAJAR is measuring the attentiveness and attention of the audience on different channels and auditions.
Market ResearchMarket research can be defined as the systematiccollection, recording and analysing data related to thebusiness of the possession of which is necessary todevelop a marketing program. These data are alsoimproving the decision-making processes. Often allow theidentification of problems and errors committed by thecompany and help in choosing possible to make progressin the planning process, product, sales and promotions toincrease customer satisfaction.
Market research is helpful for anybusiness to identify opportunities toincrease revenues. And is able toidentify and measure changes inbusiness environment, andespecially the demand and thefactors influencing it. The studyexplains the mechanism ofbehaviour of market consumers,competitors and help to identify themeans to influence thesebehaviours. They also predict thetrend of market phenomena andprocesses and identify potentialmarket in which the companyoperates.