This document defines key terminology used in research including quantitative and qualitative research, as well as primary and secondary research. It also provides examples of different types of research including audience research, market research, and production research. The document discusses advantages and disadvantages of various research methods. Finally, it covers Harvard referencing style for citing research sources.

1. Research
Theory
Georgia

2. Terminology
• Circulation
Copies of a print product that have been distributed to the audience.
• Hits
This is to see how many times a website has been viewed.
• Box Office Figures
This is to see how much money a certain movie has made and how many tickets have been sold.
• Ratings
There are many different websites to see what other people thought about a certain movie and how
they rated it.
• Sales
This is to see how many products have been sold in shops or digital copies.

3. Primary Research
• Definition
Primary research is research that you do yourself such as interviewing someone on a topic and are in direct contact with the person that you are interviewing.
• Advantages
You can talk to the person that you are interviewing one on one and see what they have to say about the topic that you both are talking about. Also, you get to find out
what they are interested in, their likes and dislikes and what they would like to see more of if you did more products.
• Disadvantages
The person may not like anything that you are doing which causes the survey or interview to go to waste because if they don’t like it, there’s no point in continuing the
interview.
• Example
Focus Groups
Interviews
Surveys/Questionaires
Vox Pops
Product Analysis

4. Secondary Research
• Definition
Secondary research is where you study previously undertaken research that is already been done by
someone else. Also, it’s to use existing research in your work about the product. You can find it on the
internet and in books or magazines.
• Advantages
It doesn’t take as long to find the information because it can be on the internet. It usually takes hours
and hours to do the research if you do it yourself.
Disadvantages
It could be inaccurate because sometimes people don’t tell the truth on the internet.
• Example
This is secondary research about Coca Cola vs
Pepsi and I got it from
https://fourweekmba.com/coca-cola-vs-
pepsi-business-model/

5. Quantitative Research
• Definition
Quantitative research is written in statistics e.g percentages, fractions, decimals,
graphs etc.
• Advantages
You can see the information easily and you can understand it more clearly because for example it’s a
graph.
• Disadvantages
It’s only giving out numbers and for example not saying who or why they are buying
the games. Therefore, it may not give enough marketing information.
• Example
This is quantitative research of the Top Selling
Nintendo Switch game titles worldwide from June 2019
and I got it from
https://www.statista.com/statistics/868248/top-
selling-nintendo-switch-titles-worldwide/

6. Qualitative Research
• Definition
Qualitative research is where it goes into more detail to find out more about the people who are buying the product. This research is
conducted with open questions such as why they are buying the product.
• Advantages
It helps you understand the different types of audiences and why, for example, they don’t want to go to the cinema at a certain time.
Qualitative research found out that old people like this film ‘The Best Exotic Marigold Hotel’ but feel unsafe if they go in the evening to the
cinema. This might help me to find a new time such as the afternoon to put ‘The Best Exotic Marigold Hotel’ on so that they feel safe to come
watch it.
• Disadvantages
A disadvantage of Qualitative research is not quick enough and takes more time and money away.
• Example
https://www.independentcinemaoffice.org.uk/advice-support/how-to-start-a-cinema/understanding-audiences/ this article shows the
understanding of different audiences and the reasons why such as how young people find it better with a group of friends to visit the
cinema and old people feel unsafe if they go in the evening.

7. Audience Research
• Definition
Audience research is where you find out about who consumes a product and helps you to understand the audience
and the product.
• Advantages
An advantage is if I had a product that I wanted to sell, it will be easier to promote and market to the clients. Also,
what my product is will help define the target audience if it’s for kids or teenagers or maybe even adults.
• Disadvantages
A disadvantage is that if I’m making a game for my target audience to play, it may cost a lot of money. Therefore, it
won’t meet their needs if they don’t have enough money left.
• Example
https://yougov.co.uk/topics/entertainment/explore/music_artist/Little_Mix this is an website that shows an artist, TV
shows, politicans and brands audience profile and who they are most popular with by generation and gender.

8. Market Research
• Definition
Market Research is where you find out where the audience are and what their tastes and preferences are like.
• Advantages
An advantage is that you can see where most of your target audience are so you can market it there and can buy the
product if they like it.
• Disadvantages
A disadvantage is that it can take time and money which can result in not making it to market online in time.
• Example
http://blademedia.weebly.com/little-mix-audience-research.html this article shows that most Little Mix fans are based
in UK and they market their songs on the internet so they can download them.

9. Production Research
• Definition
Production research is where you compare a similar product to yours and if there is a need for it. It is also where you
can find information and resources to produce a type of media.
• Advantages
It will be helpful in planning and that you don’t waste your money.
• Disadvantages
It can be slow and time consuming. Also, it may be one sided, for example, a survey can ask only girls what they
thought of a film and not ask any boys.
• Example
https://www.surveymonkey.co.uk/r/CMD99FS this is a survey about films where you say your favourite genre of film
and where you find out about new films, how often you watch films and where you go to watch films. This survey
asks about your gender and is not biased.

10. Terminology
• Objective
The objective is to find some research that is not influenced by personal feelings and opinions that will
be your own view on the subject that is being talked about.
• Subjective
Subjective is to find some research that is influenced by personal feelings and opinions that you agree
with.
• Valid
Valid is where it is related to the subject you are researching about and is correct information.
• Reliable
Reliable is where you find information from a accurate and reliable source which can help you with
research.

11. Harvard Referencing
Name of the film being researched;
1. Film: Greno, N. Howard, B. (2010) Tangled
2. Book: Anon; (1812) Rapunzel
3. Website: Scrietta, P. (2010) International Movie Poster for Disney’s Tangled
(https://www.slashfilm.com/exclusive-international-movie-poster-for-disneys-
tangled/)
4. Article: Anon; (2010) Disney Tangled Special (Titan Publishing, Issue 938)
(https://www.previewsworld.com/Catalog/AUG108021)