The Importance of Research


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The Importance of Research

  1. 1. TheImportanceof Research
  2. 2. Index1. Quantitative and Qualitative Research2. Methods and Sources3. Data Gathering Agencies4. Research Board, Radio Joint Audience Research Ltd5. Self-generated research6. Purposes of Research
  3. 3. Chapter 1Quantitative Research Data is gathered with questionnaires and surveys. Results are analysed as numbers rather than as words. The data is more conclusive and can be used to produce graphs and charts.This is an example of a Bar Chart.The data for this chart was likely to havebeen from a survey, and it counts thenumber of times people visited a venueover time.Quantitative research was appropriatebecause the results were not based onopinion.
  4. 4. Chapter 1Qualitative Research Is opposite to Quantitative Research in that it looks for results that are descriptive. Data can be collected in the form of comments or reviews Results are difficult to condense into graphs, but are far more ‘rich’, and give a far more detailed response. This type of research can be done even if the objective is not decided upon.
  5. 5. Chapter 1Benefits of eachQuantitative Qualitative Results are easier to  Results are more detailed compare and present  Is useful in the beginning Is useful toward the end of projects of projects  You get answers for Results are more questions you may not conclusive have thought of
  6. 6. Chapter 2Methods and Sources 1Primary Research Is research that is conducted by a primary source: you. This kind of research is gathered by interviews, questionnaires and surveys. The data has to be gathered by you, otherwise it is ‘secondary’ research (next slide). Primary research produces the most reliable results
  7. 7. Chapter 2Methods and Sources 2Secondary Research Is research that has already been conducted and is published in the form of a book, journal, periodical, article, audio or video recording. This kind of research is gathered by looking at the material suggested above and finding appropriate quotes or sections. Secondary research is not as reliable as primary research, because the primary researcher could have edited the results before they were published.
  8. 8. Chapter 2Benefits of eachPrimary Secondary Results are far more  Less time-consuming reliable  A wider range of results is You can ask questions available that relate directly to your  You may not have access project to the appropriate You can choose your audience audience
  9. 9. Chapter 3Data Gathering Agencies Are companies that gather data for a client based on certain criteria. They can be useful as back-ups for information you have already gathered They are secondary sources but are highly reliable.
  10. 10. Chapter 4BARB and RAJARBroadcasters’ Audience Research Board,Radio Joint Audience Research Ltd are for academic and business use or is available just for general interest. Are websites that have statistics and viewing data for specific programmes and TV channels and radio stations (respectively) can be used as a very reliable source of audience figures and demographics
  11. 11. Chapter 5Self-Generated ResearchSelf-generated means things that you have producedyourself, through your own work.In the case of research, it is making your own records forfuture use, such as Notes Audio Recordings Video Recordings Photographs
  12. 12. Chapter 6Purposes of Research 1Audience ResearchCould be audience data, audienceprofiling, (geo)demographics, consumer behaviour, audienceawareness.Is useful because You gain an understanding of the kind of people you need to aim your product at Certain things may not be appropriate for one audience even if they are appropriate for another. Audiences are separated by age, gender, religion and ability. You can find out which business models have worked with your audience in the past. This will help you direct your own project and make it successful.
  13. 13. Chapter 6Purposes of Research 2Market ResearchCould be research into productmarket, competition, competitors, advertising placement andeffectsIs useful because You need to find out what advertising types would be the most effective for your product to ensure that it is not only seen, but is seen by the right people It can be done at any time in the life of the product – this is why packaging on items change to keep up with what the target audience needs, for example. You are kept aware of similar brands or products and you can develop your product to be better or more valuable.
  14. 14. Chapter 6Purposes of Research 3Production ResearchIs research that relates to thecontent, cost, resources, personnel, locations andplacement of the productIs useful because you can get an idea of how much your product will cost to make plan ahead and be prepared for potential interferences with production ensure that your product is appropriate for where and when it is published or shown