This document defines key terminology used in research including primary and secondary research methods, quantitative and qualitative research, and audience, market, and production research. It provides examples of different types of primary research such as questionnaires, surveys, interviews, focus groups, and product analysis. Advantages and disadvantages of different research methods are discussed. The document also covers objective vs subjective research and concepts of valid and reliable research. Finally, it provides an example of the Harvard referencing style.

1. Research
Jack Morton

2. Terminology
• Circulation
– Copies of a print product that has been distributed
• Hits
– The amount of times a webpage has been viewed
• Box Office Figures
– The amount of money a film has made at the cinema
• Ratings
– How something had been rated (4/5)
• Sales
– How many products have been sold

3. Primary Research• Definition
– You research yourself
– Audience and researcher are in direct contact
• Advantages
– create your own research to get the information for work
– ask extra questions during the interview
• Disadvantages
– It takes along time to research. Then gather your results and then present them
– the right people to ask can be a challenge
• Example
• Questionnaires/Surveys
– Questions based around a product to produce statistical data
• Interviews
– discussion between 2 people and one person asks questions
• Focus Groups
– people are asked questions from lots of different backgrounds
• Vox Pops
– discussing a specific topic with people on the street
• Product Analysis
– Talking about a product/text
• Questionnaires/Surveys
– Both
• Interviews
– Quantitative
• Focus Groups
– Qualitative
• Vox Pops
– Qualitative
• Product Analysis
• Qualitative

4. Secondary Research
• Definition
– Previously undertaken research
– existing research in your work
• Advantages
– research has already been done. Just look at it and then use it
– wide range of resources available
• Disadvantages
– Research might not be similar to what you were looking for
– research might not be easy to find
– depend on how well others have researched
• Example
– Internet research
– Library research
– Archive research

5. Quantitative Research
• Definition
– Expressed or expressible as a quantity
• Advantages
• Quantitative research is made with closed questions
• Disadvantages
– The closed questions is when you ask a question it is answered in a
short answer
• Example
• This is found on sales, box office figures, website hits
and TV ratings
• Do you like the colour blue?
Yes No

6. Qualitative Research
• Definition
- Research that is more in depth and finding out
opinions/beliefs/reasoning
- Presented as text or discussions
- person has to reflect and expand on their answer
• Advantages
- Qualitative research is presented with open questions
• Disadvantages
- Open questions require the interviewee to explain and expand their
answer
• Example
– You can find this on Reviews, responses, discussions and forums
– Why do you like/not like the colour blue?

7. Audience Research
• Definition
To know who consumes the product
• Advantages
Exploring a topic with the target audience
Improving the planning and design of a new piece of material
• Disadvantages
Significant amount of time and preparation required
• Example
Questionnaires/Surveys
Interviews
Focus Groups
Vox Pops
Product Analysis

8. Market Research
• Definition
To find where the market place where the product is sold
• Advantages
Surveys and polls are a known quantity. Those in the industry know how to
ask the right question to assemble the necessary data, so it’s a comfortable,
obvious way to mine thoughts and opinions.
• Disadvantages
survey participation is low, and the type of people taking the surveys may not
be indicative of the desired research subjects, resulting low-quality data.
• Example
Questionnaires/Surveys
Interviews
Focus Groups
Vox Pops
Product Analysis

9. Production Research
• Definition
Information and resources are required to produce a piece of media
• Advantages
The Company can gain income by hosting publicity stunts, sponsorship and
merchandise.
• Disadvantages
The costs include the price to advertise and the distribution amongst
appropriate media.
• Example
Questionnaires/Surveys
Interviews
Focus Groups
Vox Pops
Product Analysis

10. Terminology
• Objective
– Research cannot be changed by personal feelings or
opinions
• Subjective
– Research cannot be changed by personal feelings or
opinions
• Valid
– Research proposed is to answer the intended
outcome/question
• Reliable
Research that’s accurate and consistent results

11. Harvard Referencing
Name of the film being researched;
1. Ridley Scott (1982) blade runner
2. J.K Rowling (1997-2016) harry potter
3. Chad Hurley, Steve Chen, Jawed Karim (2003)
https://www.youtube.com
4. Jacke silverstein (1896) new york times
magazine