2. GRADING CRITERIA
P1 - describe the nature and purposes of research in the creative media industries with
some appropriate use of subject terminology
– Definition of the nature and purposes of research in the creative media industries
M1 - explain the nature and purposes of research in the creative media industries with
detailed illustrative examples and with generally correct use of subject terminology
– Definition of the nature and purposes of research in the creative media industries with
reference to detailed examples
D1 - comprehensively explain the nature and purposes of research in the creative media
industries with elucidated examples and consistently using subject terminology correctly
– Definition of the nature and purposes of research in the creative media industries with
reference to detailed examples and either secondary sources of information to support what
you are talking about and/or positives and negatives.
3. WHY RESEARCH YOUR
DOCUMENTARY IDEA?
• The media industry uses research to find out as much as they can about an idea. This
helps to develop the idea by:
– Investigating possible content
– Highlighting possible sources that can be used in the documentary
– Identifying target audience
– Sourcing resources
– Helping to write interview questions to guests for forvoxpops
– Developing the production teams subject knowledge which in turns lead to them producing
a creative and well informed documentary.
4. TYPES OF RESEARCH
• There are two types of research -Factual information is called quantitative data.
Information collected about opinions and views is called qualitative data.
• Quantitative data –using reports or data sheets to source percentages, statistics,
figures. For example:
– TV Viewing figures (BARB)
– Box Office Figures (BFI)
– Cinema attendances (UK Film Council)
– Government Statistics (UK National Statistics)
– www.gov.uk/government/statistics -This is often used in documentaries as an official source
for figures.
5. TYPES OF RESEARCH
• Qualitative data –Information collected about opinions and views, producing in-
depth. For example:
– Forums/Blogs -TV Programmes/Films/Social Issues
– Film/TV Reviews
– Fanzine websites
– Attitudes to media products
6. METHODS OF RESEARCH
• Primary Research –Research that does not come from a second hand source.
Information that is first hand and original. For example:
– Questionnaires –can be used to develop ideas
– Interviews
– Observations
– Focus Groups
– Sending letters, emails and making phone calls
– Location research (Recce)
7. SECONDARY RESEARCH
• Secondary Research –Existing research that comes from a source, also known as
second hand research. For example:
– BARB data
– Websites
– Newspapers
– Magazines
– Books
8. PURPOSE OF RESEARCH
• Research is used by many different mediums to gain results to use for creating
products or marketing material.
• Identify audiences, competitors and resources.
• Audience data –profiling; demographics; audience awareness. Audience consumption
of TV programs -who is watching what, their attitude toward TV and films, their
lifestyle.
9. AUDIENCE RESEARCH
Demographics
• Based on age; gender; ethnicity; education; class –used to help market and develop
media products by targeting specific groups.
• A –Senior Professional/Managerial
• B –Professional/Managerial
• C1 –Skilled Clerical
• C2 –Skilled Manual
• D –Semi-Skilled and Unskilled
• E –Unemployed, students, retired
10. PSYCHOGRAPHIC RESEARCH &
AUDIENCE PROFILING
Based the audiences:
– Lifestyle
– Personality
– Politics
– Beliefs
– Interests
That is why sometimes a website or organization will ask you to take a survey so they can
target specific magazines, TV programmes or films.
11. GEODEMOGRAPHIC RESEARCH
• Based on the idea that people who live in the same geographical area are likely to
share the same attitudes and consumer behavior.
12. PRODUCTION RESEARCH
• Researching all aspects of a production:
– Content
– Viability
– Placement media
– Finance
– Costs
– Technological resources
– Crew
– Locations
• It is important to research all aspects of a possible idea, which can then determine budget,
time constraints and affordability.
