This document defines and discusses different types of research methods including quantitative and qualitative research. It also covers primary and secondary research methods. Specific research methods covered include closed and open questions. The document also discusses the purposes of research including understanding demographics, geodemographics, psychographics, audience profiling, socio-economic status, niche markets, and mainstream audiences.

1. Audience ResearchDefinitions
Georgia Matthews
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2. TYPES OF RESEARCH
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3. Quantitative Research
Quantitative research is research
what is based on statistics, data
and measurable facts. It can be
shown in a numeric form and is
commonly shown in percentage.
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4. Qualitative Research
Qualitative research is research
based on detailed explanations,
beliefs and opinions.You gain more
detailed views from qualitative
research and is shown through
analysing the comment.
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5. METHODS OF RESEARCH
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6. Primary Research
Primary research is research what is
conducted from yourself. It is more
reliable as it is from your own
source. Sources such as
questionnaires, surveys, focus groups
and more are used.
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7. Closed Questions
Closed questions are questions
what give selected answers to
chose from.The answers would be
shown in tick boxes and yes/no
answers.
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8. Open Questions
Open questions are questions
what give you writing space to
express your beliefs.The
questions tend to ask more
personal things and ask why?
how? and explain?
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9. Secondary Research
Secondary research is existing research
conducted from other sources. Not all
research is believable as it is not your
own research. Sources such as the
internet, newspapers, television and more
are used.
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10. PURPOSES OF RESEARCH
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11. Demographics
A way of describing a group of
people according to factors
such as age, gender ethnicity,
occupation, social class and
sexual orientation.
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12. Geodemographics
Targeting your research/
product/service to a specific
geographical audience. Using
local or regional audiences.
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13. Psychographics
Research that focuses
targeting an audience on
their personality, values,
attitudes, interest and
lifestyles.
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14. Audience Profiling
Audience profiling is finding out the
profile of your audience before hand so
that you can put across your message to
the right people in the most effective
way to produce the best result. It may
include details like age, sex, educational
qualification, interests, moods, religious
background, physique, health condition
and etc.
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15. Socio-economic status
This relates to somebody’s class, for
example, upper, middle or working
class, which is also related to how
much they earn.As a general rule
the more you earn, the higher up
the scale you are.
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16. Niche
Niche a gap in the market what
focuses on a small specific
audience.A niche market is the
subset of the market on which a
specific product is focusing.
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17. Mainstream
Mainstream is the common current
thought of the majority. However, the
mainstream is far from cohesive;
rather the concept is often
considered is often considered a
cultural construct.
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