2. Why do you need to conduct research?
• To identify the target audience of the media product.
• There is a need to make sure the institution showing the
media product already has the right audience and will
also attract the right audience.
• To ensure the audience reacts in the expected way.
3. Primary
• This is research done by you and has not been conducted
by anyone before.
• It usually has a purpose and is original and not copied.
• Examples:
• Questionnaires.
• Interviews.
• Observations.
• Possibly a relevant conference.
4. Secondary
• This is research done by someone else and can be used alongside
primary research.
• It has a purpose but is not original.
• Examples:
• Newspaper articles
• The Internet
• Office of National Statistics (ONS)
• Broadcasters’ Audience Research Board (BARB)
5. Quantitative
• This is research that will produce unbiased results that can be
measure to generalise a large population.
• Results can be shown as a set of numbers and presented in
charts or graphs.
• Examples:
• Audience viewing numbers
• Age
• Percentages
6. Qualitative
• This type of research helps to find out people’s opinion on
things and why they feel that way.
• The responses are personal and therefore can’t be
measured.
• Examples:
• Focus groups
• Questionnaires if they have comment boxes.
