UAL Creative Media Production L3 Unit 2 research skills

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Introduction to design and research
skills in creative media production
1: Types of research
Unit 2:
Diploma and Extended Diploma
in Creative Media Production &
Technology
Level 3

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Aim and purpose
 Provide students with an introduction to a range of design and
research activities and related skills appropriate to the support of
creative media production.

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Aim and purpose
 Provide students with an introduction to a range of design and
research activities and related skills appropriate to the support of
creative media production.
 The unit will also develop an understanding of the vital role that
design and research play in informing and developing ideas.

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Learning outcomes
1. Understand design and research tools,
methods and skills used in creative media
production.

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Learning outcomes
1. Understand design and research tools,
methods and skills used in creative media
production.
2. Understand primary and secondary
research sources.

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Learning outcomes
1. Understand design and research tools,
methods and skills used in creative media
production.
2. Understand primary and secondary
research sources.
3. Be able to use design and research tools,
methods and skills to inform ideas for
creative media production.

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Assessment criteria
1.1 Critically compare a range of research tools, methods and
skills.
2.1 Critically compare a range of primary and secondary
research sources.
3.1 Apply design and research tools, methods and skills to
record and interpret information and develop ideas for
creative production.
3.2 Evaluate the effectiveness of design and research tools
methods and skills to develop ideas for creative production.

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Assessment criteria
1.1 Critically compare a range of research tools, methods and
skills.

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Assessment criteria
1.1 Critically compare a range of research tools, methods and
skills.
2.1 Critically compare a range of primary and secondary
research sources.

10. +
Assessment criteria
1.1 Critically compare a range of research tools, methods and
skills.
2.1 Critically compare a range of primary and secondary
research sources.
3.1 Apply design and research tools, methods and skills to
record and interpret information and develop ideas for
creative production.

11. +
Assessment criteria
1.1 Critically compare a range of research tools, methods and
skills.
2.1 Critically compare a range of primary and secondary
research sources.
3.1 Apply design and research tools, methods and skills to
record and interpret information and develop ideas for
creative production.
3.2 Evaluate the effectiveness of design and research tools
methods and skills to develop ideas for creative production.

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Research
What is
it?
How do
we do it?
Why do we
do it?

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Types of research
There are many different types of research, varying in their
method with their own advantages and disadvantages.
The method(s) you use will depend on what you are trying
to achieve.
 Primary research
 Secondary research
 Qualitative research
 Quantitative Research
 Your first task is to research what these mean.

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Task 1: Research about research!
 Research to find 2 definitions for each of the terms below.
 One definition from an online source, the other from a book.
 Your definition will need to be correctly referenced, using the Harvard
Referencing system. http://libweb.anglia.ac.uk/referencing/harvard.htm
 email the definitions with correct references: kcook@strode-college.ac.uk
1. Primary research
2. Secondary research
3. Qualitative research
4. Quantitative Research

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Example Definition of Research
from an online source
noun
 1. diligent and systematic inquiry or investigation into a subject in order to
discover or revise facts, theories, applications, etc.: recent research in
medicine.
 2. a particular instance or piece of research.
verb (used without object)
 3. to make researches; investigate carefully.
verb (used with object)
 4. to make an extensive investigation into: to research a matter
thoroughly.
Dictionary.com, "research," in Dictionary.com Unabridged. Source location:
Random House, Inc. http://dictionary.reference.com/browse/research. Available:
http://dictionary.reference.com. Accessed: September 08, 2014.

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Example Book Definition: Research
“…seeking through methodical processes to addto one’s own body of
knowledge and, hopefully to that of others, by the discovery of non-trivial
facts and insights.’ (Howard & Sharp, 1983:6)
Howard, K. & Sharp, J.A (1983) The Management of a Student Research
Project. Aldershot, Gower.

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Introduction to design and research
skills in creative media production
Week 2: Types of research
Part 2
Unit 2:
Diploma and Extended Diploma
in Creative Media Production &
Technology
Level 3

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Recap
 In your own words, write down definitions for
 Primary research
 Secondary research
 Qualitative Research
 Quantitative Research

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Primary Research
 What examples of Primary Research can you think of?

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Secondary Research
 What examples of Secondary Research can you think of?

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Qualitative Research
 What examples of Qualitative Research can you think of?

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Quantitative Research
 What examples of Quantitative Research can you think of?

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What kind of research is this?
1. Conducting a content analysis of the top 5 newspapers to
find out what percentage of the articles were written by
women.

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What kind of research is this?
1. Conducting a content analysis of the top 5 newspapers to
find out what percentage of the articles were written by
women.
2. An online survey asking the public why they used social
media

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What kind of research is this?
1. Conducting a content analysis of the top 5 newspapers to
find out what percentage of the articles were written by
women.
2. An online survey asking the public why they used social
media
3. Looking at BARB to find out what the how many BBC
programmes featured in the top 10 audience ratings last year

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What kind of research is this?
1. Conducting a content analysis of the top 5 newspapers to
find out what percentage of the articles were written by
women.
2. An online survey asking the public why they used social
media
3. Looking at BARB to find out what the how many BBC
programmes featured in the top 10 audience ratings last year
4. A textual analysis of a music video to identify the codes and
conventions of the genre

27. +
What kind of research is this?
1. Conducting a content analysis of the top 5 newspapers to
find out what percentage of the articles were written by
women.
2. An online survey asking the public why they used social
media
3. Looking at BARB to find out what the how many BBC
programmes featured in the top 10 audience ratings last year
4. A textual analysis of a music video to identify the codes and
conventions of the genre
5. Reading a book about music videos to find out why their
narrative structure is constructed in a particular way.

28. +
What kind of research is this?
1. Conducting a content analysis of the top 5 newspapers to
find out what percentage of the articles were written by
women.
2. An online survey asking the public why they used social
media
3. Looking at BARB to find out what the how many BBC
programmes featured in the top 10 audience ratings last year
4. A textual analysis of a music video to identify the codes and
conventions of the genre
5. Reading a book about music videos to find out why their
narrative structure is constructed in a particular way.
6. A questionnaire to find out how much time people spend
online each day

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Complete the table
Research techniques What it involves Primary/
secondary
research
Advantages Disadvantages Can be used to
Using the library/
reading
Wide range of information
available
Using the internet
Searching the net for data. Some sources not
always reliable. Can
produce too much
information, some of
which is not relevant.
Searching archives
Information can be
outdated
Interviews
Asking someone
questions in person.
Primary
Observations
Questionnaires
Find out what people think
about something
Focus group
Recce Helps you to plan how you
are going to do the actual
production. Makes you
aware of potential problems
in advance
Can be time consuming Research a media
production

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Introduction to design and research
skills in creative media production
Week 3: Purpose
Unit 2:
Diploma and Extended Diploma
in Creative Media Production &
Technology
Level 3

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Research: Purpose
Why do we do research? What
information might we want to find out?
https://www.youtube.com/watch?v=KF_
KF1BnE6Q
In pairs identify 3 reasons for carrying
research in the media industry.

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Examples of research
Primary Research Secondary Research

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Examples of research
Qualitative Research Quantitative Research

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Examples of research

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Research Task
In groups you will be given a media production scenario or
the title for a media research paper.
 Identify what information/answers you need to look for? Come
up with 5 questions you need to answer
 Identify the best methods for finding out the answer to each
question.

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Research Task
Media Production scenarios
 You have been asked to launch a new F1 racing Video Game.
 You have been ask to promote a newly commissioned BBC3
sitcom
 You have been asked to develop a new Hollywood superhero
film
 You intend to pitch for an advertising campaign advert for a
new organic cola drink
 You want to set up a profitable blog on life as a teenager.

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Research Task
Research Paper Titles:
 Is too much TV bad for children?
 How is new technology changing our interaction with the
media?
 Do female stereotypes still persist in mainstream media?
 Why are young people turning their back on TV?
 Should the UK press be regulated more tightly?

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Research Task
 E.g.
Scenario: You have been asked to launch a new Men’s Fitness magazine
Questions to answer/methods
1. What is the competition?
(Industry/Market research – Observe market place, look at online databases
2. What will go in it?
(Production Research – Textual analysis/content analysis of existing, successful
magazines)
3. How will you reach the target audience?
(Focus groups, surveys and questionnaires of target audience to identify their interests
and shopping habits)

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Research Task
For one of your two research tasks, carry out research to find out
answers to at least two of your original questions.
Use the Harvard referencing system to correctly cite your sources
where appropriate and email your findings
kcook@strode-college.ac.uk

40. +
Introduction to design and research
skills in creative media production
Week 4: Researching Online
Unit 2:
Diploma and Extended Diploma
in Creative Media Production &
Technology
Level 3

41. +
Researching Online
 Watch the video and make notes on the following:
 What are the ‘5 steps’ to ensure you are looking at a ‘good
website?
 In each case explain how can you check your website meets
this criteria?
 Why is Wikipedia sometimes not a reliable source?
 https://www.youtube.com/watch?v=Ylp9nJpGak4

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Researching Online
 Watch the video and make notes on the following:
 https://www.youtube.com/watch?v=No8RZOebhX8

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Researching Online Techniques
 What do the following commands mean when using a search
engine?
 “”
 OR
 +
 -
 *