1. Primary,
Secondary,
Quantitative
and
Qualitative
research.

2. What is primary research?
 Primary Research implies that the researcher is the
first person to collect the data‟ say: „primary
research is information collected by the
researcher. An interview is the clearest possible
example of primary research, asking questions and
obtaining responses that are original. This means
the data does not already exist and therefore can
be more relevant and specific to the type of
research that is needed. Quantitative and
qualitative research are also both examples of
primary research and are used whilst analyzing the
audiences.

3. What is secondary research?
 Although Secondary research is information
collected by someone else and the data
already exists. Although this may not be
relevant to the specific idea that the
producer has and therefore will not be useful.
However it for an example would be looking
at a program, which already exists, and how
many viewings it has got, then applying it to
your research to gain an idea on how many
people may view your program.

4. What is quantitative research?
 Quantitative research looks more at „how often‟ or „how
many‟ and then tries to determine a proportion of the
audience with certain attitudes and also behavior. A
method of collecting quantitative data will potentially
include surveys from a large group of people or
questionnaires with close-ended questions. Which film
producers would use this to analyze how many times the
audience perhaps watch a particular type of program
that will help to determine the amount of audience that
may watch their own product that they will be
producing. This would help target an audience with a
greater understanding on how they could actually target
them to watch/buy their product. An example of this
could be if the producer is producing a thriller they may
ask a specific audience “How often do they watch
thrillers?”

5. What is qualitative research?
 Qualitative research aims to classify diverse behavior
and opinions of an audience, methods used for this will
usually be face-to-face interviews or focus groups which
will give a less biased answer to questions. Open-ended
questions are used so the respondent can give a more
detailed explanation, which allows the interviewer to
have an overall higher understanding and knowledge.
Although some structured questions are used in which
all of the respondents are asked the same questions
that give a limited response. However focus groups are
used when film producers want feedback on their film
proposals, which is how they gain the audiences
opinion on their media product and depending on the
opinions of the respondents they are able to change
certain elements for it to be more appealing and to
meet audience expectations.