What is research:What is NOT research …… just information… presumed opinion… statistics on their own
What is research:Research IS …… the systematic investigation intoand study of materials and sourcesin order to establish facts and reachnew conclusions.
What is research:THE TWO TYPES…Primary Research: original findingsCollecting data that does not already exist.Secondary Research: looking at existing dataAn interpretation or adaption of informationall ready ‘out there’.
What is research:THE TWO METHODS…Quantitative: “the numbers, proportions and statistics”Or “Where the numbers live”Qualitative: “descriptive, emotive, subjective”Or “Where the opinions live”
What is research: Primary SecondaryInterviews Reviews (face-to-face, phone, email) Fanzine websitesFocus groups Search engine forumsInternet forums Response to news coverageAudience panels Advertising campaign responseOwn audio/video event recordingSurveys Ratings (BARB, RAJAR)Select answer questionnaires Website hits Circulation figures Box office returns Sales (CD/DVD, games etc.)
What is research:THE PURPOSE OF RESEARCH IN MEDIA…Audience research:•Audience profiling and classification•Consumer trends and patterns•Product preferences
Demographics RecapWhat could you use to define a target audience?• Gender• Age• Region – Where they live• Working status• Occupation and industry• Marital status• Presence of children• Household tenure• Income• Education• Social Grade
Other Audience Definition TechniquesAS WELL AS DEMOGRAPHICS AND CLASS/SOCIOECONOMICS YOU CAN ALSO USE…VaLS: Values and LifestylesThis catagorises consumers/audience into groupsaccording to values and lifestyles. For instance;Innovators, Thinkers, Makers, Survivors & Strivers.http://en.wikipedia.org/wiki/VALS
Other Audience Definition TechniquesAS WELL AS DEMOGRAPHICS AND CLASS/SOCIOECONOMICS YOU CAN ALSO USE…Young & Rubicam: The four consumers.Devised by the ad agency Young & Rubicam. Similar toVaLS and catagorizes consumers into 4 groups.Mainstreamers: 40% of population. Like security.Aspirers: Want status and esteem. Like designer brandsand live off credit.Succeeders: Already have status and control.Reformers: Defined by self-esteem and self-fulfilment.
What is research:THE PURPOSE OF RESEARCH IN MEDIA…Market research:•Who’s already out there and what are they doing?•What’s going well, what’s missing?•Advertising placement and effectiveness
What is research:THE PURPOSE OF RESEARCH IN MEDIA…Product research:Does it work? (Colour, look, feel, opinion)Does it appeal to the target audience?Is it viable as a business? (Will people buy it!)
What is research:Sampling “It’s not about getting the biggest sample, it’s getting the right ratio(diagnostics) and demography” “Look for trends and context”Validity(interpretation)
What is research:Purpose of research for a drinks advert “To create a product that a target audience will buy”
Better Googling – Searching tips• Don’t ask Google questions• “ ” – Searches for the exact phrase not the words separately, for example “media industries”• site: - Only searches the pages on that site• .. – Shows all results within the timeframe, e.g. 2009..2012• filetype: - Only searches for results that are that file type, for example filetype:pdf• Define: - Word definition, for example define:research• Control + F, Cmd + F – Find a word on a website quickly
Better Googling – Searching tipsGuardian articles about TV ratings for Strictly ComeDancing written between 2009 and 2010.site:guardian.co.uk "TV ratings" "strictly comedancing" 2009..2010