2. TYPES OF RESEARCH
Quantitive: Quantitive research is research based on
statistics and measurable facts.For example; Consumer
surveys, who’s findings may be expressed numerically.
Qualitative: Qualitative research is research that is
personal and also has longer responses. This is
research that is not simply on the statistics but which
focuses on reasoning and cultural and social factors,
which are researched and then analysed.
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3. METHODS OF RESEARCH
Primary: Primary research is research that is collected
in by yourself including your own questions (first hand
data). An example of this is a questionnaire’s. This is
what splits into open and closed questions. Open
questions are questions where they can write down their
answers and explain more. An example of this is, ‘what
is your own opinion on short films and why?’. However,
closed questions are questions that they only have an
option to choose from, by ether ticking or circling
boxes or yes/no answers. An example of this is ‘what is
your gender? Male or Female.
Secondary: Secondary research, also called ‘desk
research’ involves collecting data which already
exists. This includes using certain information of
reports, publications, internet research and company
files.
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4. PURPOSES OF RESEARCH
Demographic: Demographic research is questions about
themselves such as; age, gender, social class, working
status and location.
Geodemographic: Geodemographic research is the study
and grouping of people in a certain geographical area
to provide the right content to appeal to their target
audience.
Psychographics: Psychographic research is used to study
and measure attitudes, values, lifestyles and opinions/
tastes.
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5. AUDIENCE PROFILING
Socio-economic status: This relates to somebody’s class. For
example; upper, lower, middle or working class. This is also
related to how much they earn.
Geodemographics/Regional identity: This is to do with the
way that people identify themselves in relation to
nationality or geography. Such as; Northern/Southern,
Scottish not British or a Londoner with a Cockney accent.
Age/Gender: The age group that people associate themselves
with could be defined on questionnaires as an age range,
such as 15-25. Although, gender-related audience preferences
are not always clear-cut, Male and Female viewers are
generally assumed to have different interests. Eg. Sport or
ballet.
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6. Sexual Orientation: This applies on gender and who they
are attracted to. For example, Gay/Homosexual,
Straight/Heterosexual or Bisexual/Pansexual.
Race/Ethnicity: A large group of people classed
according to common racial, national, tribal,
religious, linguistic or cultural origin or background.
Mainstream:
Alternative:
Niche:
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