This document provides definitions and information about various types of research used in marketing and product development. It defines primary and secondary research, quantitative and qualitative research, audience research, market research, production research, and key terminology used in research. For each type of research, advantages and disadvantages are outlined. Harvard referencing style is also briefly discussed.

1. Research
Beth Rouse

2. Terminology
• Circulation- Its out of production and available for everyone
to see.
• Hits- amount of people who has seen your website.
• Box Office Figures- how much money they have made from
the film/video/status.
• Ratings- to see the what people think about your product.
• Sales- amount of things they have sold/money making.

3. Primary Research
• Definition- Primary research is defined as a methodology used by
researchers to collect data directly, rather than depending on data
collected from previously done research. Technically, they “own” the data.
• Advantages-One of the most important advantages is, data collected is
first hand and is accurate. In other words, there is no dilution of data. Also,
this research method can be customized to suit personal requirements and
needs of organizations or businesses.
• Disadvantages- sometimes just using one primary research
method may not be enough. In such cases, use of more than one
method is required and this might increase both times required to
conduct research and the cost associated with it.

4. Secondary Research
• Definition- Secondary research or desk research is a research method
that involves using already existing data. Existing data is summarized and
collated to increase the overall effectiveness of research.
• Advantages- Most information is secondary research is readily
available. There are many sources from which relevant data can be
collected and used, unlike primary research, where data needs to collect
from scratch.
• Disadvantages- Although data is readily available, credibility
evaluation must be performed to understand the authenticity of the
information available.

5. Quantitative Research
• Definition-Quantitative research, in marketing, is a stimulating and highly
educational technique to gather information from existing and potential
customers using sampling methods and sending out online surveys, online
polls, questionnaires etc.
• Advantages- Alitative research is often used to conduct social and
behavioural studies because human interactions are more complex than
molecular reactions in a beaker. Subjectivity, non-random sampling and small
sample size distinguishes qualitative research from quantitative research.
• Disadvantages- ualitative studies often take more time to complete
due to the pain staking nature of gathering and analysing field notes,
transcribing interviews, identifying themes and studying photographs, for
instance. Studies are not easily replicable or generalizable to the general
population

6. Qualitative Research
• Definition - alitative research is defined as a market research method that focuses on
obtaining data through open-ended and conversational communication. This method is not only
about “what” people think but also “why” they think so. The qualitative research method allows for
in-depth and further probing and questioning of respondents based on their responses, where the
interviewer/researcher also tries to understand their motivation and feelings
• Advantages- It leads to uncovering more about the experiences that people
have. It focuses on why things may be the way they are.
• Small groups are the focus of qualitative research. Therefore it is typically less
expensive than quantitative research. Quantitative research generally requires
large groups and expensive measurement tools.
• Disadvantages- The data collected cannot be used to make assumptions beyond the
current group of participants. This is because the data collected is specific to that current
group of participants and how they feel, think and behave.
• This research method does not easily allow for the collection of statistical data. By using a
mixed method approach, this problem is overcome.

7. Audience Research
• Definition - 'Audience' is a very important concept throughout media studies. All
media texts are made with an audience in mind, ie a group of people who will receive it and
make some sort of sense out of it. And generally, but not always, the producers make some
money out of that audience. Therefore it is important to understand what happens when an
audience "meets" a media text.
• Advantages-
• Disadvantages

8. Market Research
• Definition-The process of gathering, analysing and interpreting
information about a market, about a product or service to be offered for sale
in that market, and about the past, present and potential customers for the
product or service; research into the characteristics, spending habits, location
and needs of your business's target market, the industry as a whole, and the
particular competitors you face.
• Advantages-The advantages of market research are that the researchers
can improve the developer’s takings from the finished game and reduce the
risk of the game not performing well in the market against the other
competition.
• Disadvantages- The disadvantages are that the sources may not be
reliable sometimes not providing true information like the information
website “Wikipedia,” which can be edited by anyone. If false information is
taken from a website like this and then it is given to the client the finished
product may not be a success.

9. Production Research
• Definition- Production research is essential when planning to develop a new game
idea. Production research helps to provide content, research commercial viability and
plan the post production process. To perform production research the developer or
producer will employ trained researchers to gather the suitable information for the area
they are looking for e.g. financial or locations.
• Advantages-There advantages include the gain of knowledge of how much
everything is going to cost and where to get all the main resources from. It will
help to avoid copyright infringement to prevent buyers from being confused.
• Disadvantages-Disadvantages include unreliable sources like with market
research and unreliable people and suppliers which can affect the deadline
date.

10. Terminology
• Objective- its facts not a personal feeling or opinion.
• Subjective- its personal feelings and opinions.
• Valid-not correct answer/ not allowed.
• Reliable- it’s true/ correct.

11. Harvard Referencing
Release date : 21 Nov 2008
Twilight books, films, magazines
https://www.quotev.com/story/11260657/Cre
scent-Bloodlust-Twilight-Magazine/1