This document provides instructions for a research report assignment on research techniques for the creative media industries. Learners must write a report comprehensively explaining the nature and purposes of research in the creative media industries, evaluating types of research such as quantitative and qualitative, methods and sources of research including secondary and primary, and purposes of research like audience, market, production, and self-generated research. The report aims to demonstrate understanding of research techniques, methods, and purposes for the creative media industries. Learners must submit their report digitally by January 15th and it will be graded based on criteria assessing description, explanation, and evaluation at pass, merit, and distinction levels.

1. BTEC Extended Diploma (Creative Media Production) level 3
Television & Film
Understanding Research
Unit 3: Research Techniques for the Creative Media Industries
1 - Understand the nature and purpose of research for the creative media industries
Units covered in this project:
Iain Bruce
Student
Stakeholders
Assessor
IV Helen Wells
Signed
I certify that the work submitted for this assignment is
my own and research sources are fully acknowledged.

2. Brief
Research is fundamental to all aspects of creative media production and is the essential starting
point for productions of any scale. It can be used to determine the financial viability of a future
production, to gather a range of information relevant to the content of the production, or to assist
with the planning of technical and logistical requirements.
There are also media companies which conduct extensive research using a range of sophisticated
methods to gather data about audience consumption of media products and services. This has
become increasingly necessary in the highly mixed and competitive environment media industries
operate in.
Learners who are looking for a job which requires research skills might consider employment in a
research agency, or in pre-preproduction for radio, television or film, whilst a knowledge and
understanding of research techniques is vital in a number of roles in advertising and marketing
In order to successfully complete this assignment you will also need to demonstrate great
organizational skills & planning, using your time effectively and consistently meeting your
deadlines, and working independently and professionally.
Good luck!
Tasks
(Please tick off tasks once you have submitted them)
Title Type Final deadline
1 – Research Report Report 15.01.15

3. Task 1 (Unit 3 – P1, M1, D1) Research report
Understanding the process of research is vitally important when working in video production,
especially in the creative and production areas of the industry.
To show your understanding of research techniques, methods and purposes you will have to
write an article which comprehensively explains the nature and purposes of research in the
creative media industries using well thought out examples which clearly highlight the points
you’re making and consistently using the subject language correctly.
To do this you will need to explain & evaluate each of the following in depth, identifying their
strengths and weaknesses and comparing them to each other;
Types of research:
 Quantitative research (programme ratings, readership circulation figures, hits on a
website, box office figures, sales of CDs and DVDs)
 Qualitative research (film reviews, game reviews, fanzine websites, attitudes to media
products, responses to news coverage, responses to advertising campaigns, discussion)
Methods and sources of research:
 Secondary research (books, journals, reference-based books and directories, periodicals,
newspapers, film archives, photo libraries, worldwide web, searching internet forums, CD
Rom databases, audio material, ratings, circulation figures, government statistics, data
gathering agencies eg. BARB);
 Primary research (interview, observations, questionnaires, surveys, types of questions,
focus groups, audience panels, participation in internet forums, self-generated photos,
video & audio)
Purposes of research:
 Audience research (audience data, audience profiling, demographics, geodemographics,
consumer behaviour, consumer attitudes, audience awareness);
 Market research (product market, competition, competitor analysis, advertising placement,
advertising effects);
 Production research (content, viability, placement media, finance, costs, technological
resources, personnel, locations);
 Self-generated research (eg/own video, audio or photographic records of events);
Evidence
- A digital version of your report, submitted via Moodle
Submission & deadline
You will need to attend your hand in your report by January 15th. This is your final deadline.
Grading Criteria
(Unit 3: research techniques for the creative media industries)

4. Understanding the grading criteria (how you’re marked)
Pass level learners describe (identifying what it is)
They use some technical or theoretical language, but this will be infrequent
and perhaps mis-used.
They use equipment but need assistance, lacking confidence or higher skills
Merit level learners explain (giving reasons for what it is, why its like that and how
it works) with examples that clearly prove their theories.
They use technical & theoretical language correctly for most of the time, with
the occasional mistake or mis-use.
They use equipment competently only needing occasional assistance,
Distinction level learners explain & evaluate everything, (giving reasons for
what it is, why it’s like that, how it works, comparing and contrasting) with
examples that clearly and concisely prove their theories.
They use technical & theoretical language correctly & confidently all the time.
They use equipment to a near professional technical standard, working
independently to near professional standards