Audience Research An important process that underpins all media production Everything we watch has been carefully planned and researched to make them as successful as possibleWhy do you think companies spend so much money on research?
Why spend money on research?Media products expensive to produceNeed to make sure that it will attract theright audienceTo make sure the audience reacts to it inthe right wayTo ensure the product can be completedin the required timeTo produce product within budget
What will you learn about?Different research methods andtechniques used for media productionHow to use these methods andtechniques to carry out your own researchfor the practical work you will beundertaking in other units
Learning OutcomesUnderstand research methods andtechniquesBe able to identify and gather researchmaterialBe able to collate and store researchmaterialBe able to present results of research
Four main methods of researchPrimarySecondaryQuantitativeQualitative
FOR A PASS YOU NEED TO:For a pass, For a merit, For ayou need to you need to distinction,describe discuss the you need toresearch benefits and criticallymethods and use of each discuss eachtechniques in a approach method andbasic way techniquecovering all the understandingmain methods strengths andand techniques weaknesses
Hiyerrr! I’m Stevethe researcher. It’s my job to find outabout the people who use media products. I use different types of research depending on what I want to find out.
Most of the time, its important that I do research that iscompletely new and no one else has ever done beforeThis is called....PRIMARY RESEARCH •Usually has a specific purpose •Original data (not copied)
Sometimes, I cheat and use data that other people have already collected. I’ll usually change it a bit though...This is called....SECONDARY RESEARCH •Research done by someone else •Can be used alongside other primary research •TV viewing figures are complied every week and used by lots of different companies
Data originally researched by someone elseSECONDARY RESEARCH
Sometime I just want to know simple things like how old my audiences are or how often they buy my productThis is called....QUANTITIVE RESEARCH •Can be shown as a set of numbers •Can be displayed as charts and graphs •Can be measured
Data that deals with numbers and amounts of thingsQUANTITIVE RESEARCH
But sometimes, itsmore important that I know what people are thinking and whyThis is called....QUALITITIVE RESEARCH •Helps to find out the way people feel •Responses are personal •Can’t really be measured
All about peoples thoughts and feelingsQUALITITIVE RESEARCH
TaskEveryone MUST Using the handout sheet, complete any bits that you have missed on your spider diagramsMOST of you should Identify the benefits of each type of research and how they are usedSOME of you will also Critically discuss the drawbacks of each type of research
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