This is the research pro-forma for unit 2. This PowerPoint goes over the research techniques like qualitative, quantitative and Harvard Referencing.

1. Research
Jack Hickman

2. Terminology
• Circulation
– How many copies of the product are put up for sail.
• Hits
– The amount of views a webpage has accumulated overtime.
• Box Office Figures
– How much money has been made whilst the movie is shown in the cinema.
• Ratings
– The total score a product has received from reviewers. This can be reviewed
using percentages or fractions.
• Sales
– How many copies of the product have been sold.

3. Primary Research
• Definition
– Research that is done by you and when the researcher shares information with the
audience.
• Advantages
– Creating your own research can be used for your own work. You can get more
information out of other people by interviewing others.
• Disadvantages
– It takes a lot of time to research effectively and gathering results to present them
can be copious.
• Example
You can use questionnaires and surveys based on a certain subject can gather
statistical data. You can also use interviews to gather statistical data and opinions.
Using focus groups to get all kinds of opinions is also helpful. Analysing products
and discussing them extensively works well when researching a topic and
discussing in groups is even more beneficial.

4. Secondary Research
• Definition
– Re-reading research that you have done before whilst researching a subject similar to the one
you previously researched.
• Advantages
– The previous research has already been completed which makes researching your current
research much easier. It also widens then amount of resources you can use which adds to the
difficulty of researching your current subject.
• Disadvantages
– When you have finished your research, what you found may not be exactly what you were
looking for. It may take a long time to find what you are looking for which increases the
difficulty of your research. If someone else researched the previous topic to a poor standard
then you don’t have much to go on which makes researching even harder.
• Example
Using the internet to find information/using websites like Wikipedia is a form of secondary research.
Going to your local library and reading books is also a form of secondary research. Reading historical
texts is also a form of secondary research because your reading information that was passed down by
your ancestors and stuff.

5. Quantitative Research
• Definition
– Research that can be measured using percentages, fractions and numbers.
• Advantages
– Quantitative research can be used to test hypotheses during experimentation due to is data to
measure statistical data. The researcher can measure and analyse data in detail. The
relationship between the independent and dependent variables is studied in precise detail.
• Disadvantages
– The context of the research and study can be ignored. Quantitative research does not discuss
the meaning of of things for different people like qualitative research does. A large sample of
the population must be studied for more statistically accurate results.
• Example
– Question: Did you like Star Wars the Force Awakens?
– Answer: 70% of people liked the film and 30% of people didn’t like the film.

6. Qualitative Research
• Definition
In-depth research that finds out the opinions/beliefs/reasoning's of a group of individuals which is presented in
discussions or full texts. The people been interviewed have to think about their answers properly and answer
them in detail.
• Advantages
Qualitative research is extremely useful during the early stages of study when the researcher doesn’t really
know what they are going to be researching or focusing on. Qualitative research does not need to be planned
in advance which gives the researcher much more freedom then quantitative research does. The researcher
gains much more data using this method compared to the other method.
• Disadvantages
The research gathered can be biased based on the opinion of the research which can ruin the data gathered.
The researcher gets a subjective view of the study they are researching and those who are participating. This
method of research can take months or even years depending on the type of research you are doing which
makes it very time consuming.
• Example
– Question: Did you like/not like Star Wars the Force Awakens?
– Answer: 70% said YES/30% said NO.

7. Audience Research
• Definition
Any type of communication research which is conducted on certain parts of society to gather information
regarding their attitudes, knowledge, interests, preferences or behaviours which respects privacy.
• Advantages
Certain categories are easy to research by using some stereotypes like age, gender, ethnicity and sexual
orientation. Researchers can use this information to appeal to a specific audience and try to incorporate their
tastes and what they like.
• Disadvantages
Trying to appeal to a specific audience may alienate those that aren’t a part of the intended audience. The
product may be completely unavailable to certain groups depending on what your target audience is e.g. social
class/regional identity. Some people may be offended by the product if the product is targeted towards a
certain ethnic group or psychographic. If the product is targeted towards a certain psychographic then it may
put someone off the product completely if they lack interest in it.
• Example
Using questionnaire's/surveys, interviews, focus groups, Vox pops and product analysis are good examples of
audience research.

8. Market Research
• Definition
Gathering information about a subject using surveys, polls and questionnaires.
• Advantages
Using surveys and polls to gather data is extremely easy. Surveys and polls have been used for decades
so there is more data to compare with so seeing changes in statistical data is much more easier.
Researchers have an easier time explaining their results to others because of how simple the research
process is. This method can be used for just about anything.
• Disadvantages
This method of research is outdated and researchers tend to use another method. Survey farms,
incentivising survey completion and fake data can ruin results and it creates incorrect statistical data so
the researchers are telling people false data. People don’t really participate in surveys or polls anymore
or the people taking the surveys might not care about the results. The process is expensive because
multiple surveys are usually required, organisations have to spend money on incentives, statistical
significance and getting participants usually costs money.
• Example
Using questionnaires, surveys, polls and focus groups.

9. Production Research
• Definition
Analysing and collecting information for the production of a media product.
• Advantages
Using forecasting methods; it provides the company with valuable information that can be used for
future reference and uses qualitative data. Using operations methods; they can help organise and
implement strategic objectives, processes, planning and controlled data. It helps to manage the
resources of a company or business.
• Disadvantages
Using forecasting methods; forecasting the future is impossible. Because of the different scenarios that
companies use, the data should not be relied on because it isn’t fact. Making a bad forecasting decision
can ruin the companies finances so, organisations don’t base decisions around forecasting. Using
operations methods; this method depends on different people working together within the business to
achieve success. If the plan isn’t carried out properly, then failure is extremely likely to occur.
• Example
VOX pops, product analysis and interviews.

10. Terminology
• Objective
– Research that can not be influenced by the opinions or personal feelings of others.
• Subjective
– Research that can be influenced by the opinions or personal feelings of others.
• Valid
– The research that has been gathered answers the question proposed.
• Reliable
– Research that answers he question provided with accuracy and consistency.

11. Harvard Referencing
1. Marc Forster. (2013) World War Z
2. Max Brooks. (2006) World War Z: An Oral History of the Zombie War
3. Zach Sharf. (2017) David Fincher Nearing Deal to Direct Brad Pitt in ‘World War Z’
Sequel
http://www.indiewire.com/2017/04/david-fincher-brad-pitt-world-war-z-sequel-
1201809758/
4. David Denby. (2013) Life and Undeath (The Current Cinema July 1st Edition)