2. Types of Research
• QUANTITATIVE RESEARCH is research based on facts and information that produces
numerical and statistical data. It is usually presented in charts, tables and diagrams
because it is easier for the researcher to analyse the data collected, as it involves
numerical data, rather than opinions.
• For example, a film producer may undertake quantitative research by making the target
audience watch a film, giving them a survey and asking them to rate the film out of 10.
This information would then be presented in a chart, as it is quick and easy to analyse.
• An advantage of quantitative research is that it is quick to produce, collect and analyse
due to it being presented in a table, chart or diagram. Another advantage is that as
information in quantitative research involves numbers, this means that it is fairly reliable,
simple to use and can be generalized for a larger amount of people.
• A disadvantages of using quantitative research is that, as only statistical data is only
used, the answers produced will be not in depth. As the producer of the
questionnaire/survey cannot further probe any questions, and the participant of the
survey cannot provide further answers to the question.
3. Types of Research
• QUALITATIVE RESEARCH is research based on opinions, attitudes and
preferences, rather than facts, which involve studies of thoughts and behaviors.
• For example, a radio show host, may undertake qualitative research in a focus
group to find out what their audience likes about pop music.
• An advantage of qualitative research is that the answers provided will be more in
depth and detailed for the researcher, which gives the researcher a greater idea of
the publics opinion rather than quantitative research. Another advantage of
qualitative research is that it creates openness, as it encourages people to expand
on their responses and can open up new topic areas not initially considered by the
researcher.
• However, a disadvantage of qualitative research is that it is very time consuming to
collect the data provided, as each answer needs to be processed individually, rather
than dealing with numerical data in quantitative research. Also, as opposed to
quantitative research, with qualitative research, findings cannot be generalized for a
larger audience, as answers are more specific to each individual.
4. Methods of Research
• PRIMARY RESEARCH is new and original data, which can be carried out to answer specific
issues or questions. It can involve focus groups, interviews, questionnaires and
observations.
• An example of primary research being carried out in a media environment, is a web designer
creating a survey on color schemes/fonts for their new website and handing it out to people,
in order to discover their personal preferences.
• One advantages of using primary research is that the information gathered is more
reliable/accurate as you have obtained it yourself. For example, when using secondary data
it may be unreliable as the data is out of date. It may also be easier to control than using
secondary research, as you decide how to manage and carry out the research. Another
advantage is that the data you have obtained is new/exclusive so it would be easier and
better to compare to secondary data, as there would be more of a difference between the
two.
• However, disadvantages of primary research are that it is time consuming to produce a
survey/questionnaire and to analyse the data. There may also be a lack of resources to
create a survey/questionnaire and to make sure that it is successfully completed.
5. Methods of Research
• SECONDARY RESEARCH involves gathering existing data that has already been produced.
For example, using books, journals and the internet.
• For example, a film producer may look at another producers research on favorite sub genres
of horror movies in order to compare to their original findings. Therefore, the producer can
progress with their production as they know what sub genre their audience wants to view.
• An advantage of using secondary research is that it is easier/quicker than producing your
own research, as it has already been produced by someone else. It is also cheaper to find
another researchers findings, rather than using your own resources on creating a
survey/questionnaire. Secondary research is useful to compare to your own research, as it
provides you with a different angle.
• However, disadvantages of using secondary research are that it may not be reliable/accurate
as you have not carried out the research yourself. Meaning that, the research found may be
outdated, therefore the information provided is wrong and in turn, can disrupt your production
due to using unreliable data. Secondary data is also not always accessible, meaning that you
cannot compare to your primary findings.
6. Purpose of Research -
Audience
• Audience research is the collection and analysis of information about the target audience for a particular text
or product.There are several reasons why research is undertaken. For example, research is needed,
especially for media based productions, in order to discover what the public’s opinions are and what they
want to consume. Audiences are segmented, so that it is easier for media producers to identify and target
groups of people with the same needs and wants. Productions are targeted at a specific audience, as
competition for a share of an audience is becoming more intense. Researchers within media organisations
look for categories they can use to divide the audience, which include age, gender and social class. An
audience is classified into social class, and given a social grade, so that the target audience is more specific.
With the majority of films aimed towards C1 and C2 on the social scale, as these people are the ones who are
most likely to see movies.
• DEMOGRAPHICS is the study of a population based on factors such as age, gender, ethnicity and locale.
• PSYCHOGRAPHICS is the study and classification of people according to their opinions, ideas and attitudes.
• Therefore, research is carried out with demographics and psychographics in mind with the aim of learning
what their target audience wants, so that they can create a production that will please their audience, as well
as bring in profit. For example, a film producer may release a survey to their target audience of lower middle
class teenagers in order to find out what they want to see in a horror movie. By going directly to their target
audience, this gives the producer a better idea of the audiences opinions and attitudes.
7. Purpose of Research – Market
• MARKET RESEARCH is the collection and analysis of information about the market within which a
particular product will compete with other products for an audience and revenue. As the media
industry is highly competitive, media producers undergo detailed market research. It is usually
conducted by researching other products, looking at what the market looks like and potential
revenue. For example, a producer may watch other horror movies, when researching for their horror
movie. By looking at other competition that has done well, producers can see how to make their own
production better. Therefore, looking at other competition is important during research, as if a film
has not done well, then the producer can make sure not to make the same mistakes, in order to
make their production successful. Several organisations undertake market research on media
audiences and media products, such as the NRS(providing information on who reads what
publication) and BARB (providing estimates on the number of people watching television
programmes). By going to these organisations for figures and specific information, it gives the
producer a better idea of what an audience wants to see.
• ADVERTISING PLACEMENT is also an important factor. Adverts will be placed in specific places to
target a specific target audience. For instance, adverts on social media would be used to target
teenagers and adverts in newspapers for an older generation of people. As this ensures that the
target audience sees the advertisement for the product, making it more likely they go and purchase
the product.
8. Purpose of Research – Production
• PRODUCTION RESEARCH is related to the production process itself. It is a form of marketing
research that generates information about desired characteristics of the product or service. Product
research is undertaken, in order to gather material to allow them to develop their product, by looking
at other successful productions, a producer can take aspects of it and put them into their own
production. Product research is also taken so that producers can plan their production and post-
production stages, to ensure that they run smoothly, and research the viability of actually making the
product. A producer must decide whether the production is viable. For example, is the film worth
creating and is it going to work out? For example, if a film costs $10m to make and grosses $10m at
the box office, then it would mean the production company does not make a profit and was not
worth making. Thus, the producer must speak to their target audience to see what they want from a
film, in order to prevent the film from making a loss or breaking even.
• Therefore, a budget is created in order to purchase items and technological resources.
Technological resources include cameras, editing software, set props and actors. When buying
items and hiring actors, several factors need to be considered, such as are they an affordable price
and are they good for the role. Consequently, a casting is held, to decide if an actor is right the role.
By researching for the production on actors and resources, this ensures that the best products are
bought and affordable and the best actors are hired.
