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Research Techniques for the Media Industry<br />
Reasons  for Research<br />1. Cost of media  products<br />
Reasons for Research<br />2. Advertising partnerships<br />
Types of Research<br />Market Research<br />The collection and analysis of information about the market within which the p...
Related to the production of the media product itself.
Provide content for the product
Research commercial viability
Plan production and post production (Unit 2)</li></li></ul><li>Market Research<br />Media organisations will often commiss...
Market Research - Audience Segmentation<br />Age<br />Gender<br />Culture and ethnicity<br />Income and Social Class<br />
Market Research - Income and Social Class Groupings<br />Source:- NRS Website<br />
Production Research<br />“Time is Money!!”<br />Media products cost so careful planning of production and post production ...
Research commercial viability
Plan production and post production (Unit 2)</li></li></ul><li>Production Research - Viability<br />Costs<br />Staff<br />...
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Research Techniques In The Media Industry

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Research Techniques In The Media Industry

  1. 1. Research Techniques for the Media Industry<br />
  2. 2. Reasons for Research<br />1. Cost of media products<br />
  3. 3. Reasons for Research<br />2. Advertising partnerships<br />
  4. 4. Types of Research<br />Market Research<br />The collection and analysis of information about the market within which the product will compete with other products for audience and revenue.<br />Statistical Data about audience<br />Audience awareness of media product<br />Attitudes towards products and services and pattern of behaviour<br />Competitors<br /><ul><li>Product Research
  5. 5. Related to the production of the media product itself.
  6. 6. Provide content for the product
  7. 7. Research commercial viability
  8. 8. Plan production and post production (Unit 2)</li></li></ul><li>Market Research<br />Media organisations will often commission research from specialist agencies.<br />WHY?<br />Advantages to Media Company<br />Hire “experts” Cheaper overall for business Control of project<br /> Focus on core business No redundancy in business<br />
  9. 9. Market Research - Audience Segmentation<br />Age<br />Gender<br />Culture and ethnicity<br />Income and Social Class<br />
  10. 10. Market Research - Income and Social Class Groupings<br />Source:- NRS Website<br />
  11. 11. Production Research<br />“Time is Money!!”<br />Media products cost so careful planning of production and post production is needed to minimise this cost.<br /><ul><li>Provide content for the product
  12. 12. Research commercial viability
  13. 13. Plan production and post production (Unit 2)</li></li></ul><li>Production Research - Viability<br />Costs<br />Staff<br />Equipment<br />Locations<br />Licenses<br />Rights<br />Distribution<br />Marketing/Advertising/Promotion<br />Illegitimate copying<br />Income<br /><ul><li>Sales (tickets, DVD’s, etc.)
  14. 14. Merchandise (T-shirts, fluffy toys, McDonald’s Happy Meals etc.)
  15. 15. Subscriptions
  16. 16. Competitions
  17. 17. User involvement (e.g. American Idol voting system)
  18. 18. Spin off’s in other media (e.g. licensing)
  19. 19. Product placement and advertising
  20. 20. NGO grants e.g. Lottery, Arts Councils etc.</li></li></ul><li>Production Research - Scenarios<br />HK Magazine is planning to write an article about the Hong Kong Arts Festival . What research tasks do you think they will need to undertake for this production?<br />TVB Pearl is going to produce a TV documentary program of 30 minutes long about the nature of household recycling in Hong Kong. They want the program to show various sides of recycling in Hong Kong for normal households. What are some of the production research activities that might take place to plan and produce this program?<br />
  21. 21. Production Research – The Recce<br />The production researcher for Pearl has to complete a recce for the program.<br />What is a recce?<br />What is it’s purpose?<br />Fully explain with genuine examples the problems that are attempting to be identified by doing a recce?<br />Produce a checklist on word that could be used on a recce.<br />Resources<br />Case Study and ActivityBlog entry on a film recce<br />Health and Safety<br />
  22. 22. Final Assessment<br />Fully explain purposes of research in the media industries with supporting arguments and elucidated examples expressing ideas fluently and using subject terminology correctly.<br />The report should include:-<br />An introduction that states the aims of the report<br />The role of the researcher.<br />Explanation of main purposes of research – Market and Production<br />A full explanation of the services of research organisations (such as RAJAR, NRS etc. as well as private companies such as Nielsons).<br />Market segmentation and how it is applies to media products.<br />The importance of advertising to media production.<br />Aspects of pre-production research and planning<br />What copyright means and its connection to research for media production.<br />A conclusion that summarises what you have learnt.<br />It is important for all students that in order to get access to higher marks that student devised examples are used to explain the different aspects of the report and justify points made. It is suggested that students use the bullet points above to help structure their report. Use oftechnical language must be consistently and accurately demonstrated throughout.<br />

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