This document defines and discusses various types of research used in media and marketing, including primary and secondary research, quantitative and qualitative research, audience research, market research, and production research. It provides examples and discusses the advantages and disadvantages of each type. Key terms related to research are also defined, such as objective and subjective research as well as valid and reliable information. The document concludes by explaining the Harvard referencing style.
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Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
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The Roman Empire, a vast and enduring power, stands as one of history's most remarkable civilizations, leaving an indelible imprint on the world. It emerged from the Roman Republic, transitioning into an imperial powerhouse under the leadership of Augustus Caesar in 27 BCE. This transformation marked the beginning of an era defined by unprecedented territorial expansion, architectural marvels, and profound cultural influence.
The empire's roots lie in the city of Rome, founded, according to legend, by Romulus in 753 BCE. Over centuries, Rome evolved from a small settlement to a formidable republic, characterized by a complex political system with elected officials and checks on power. However, internal strife, class conflicts, and military ambitions paved the way for the end of the Republic. Julius Caesar’s dictatorship and subsequent assassination in 44 BCE created a power vacuum, leading to a civil war. Octavian, later Augustus, emerged victorious, heralding the Roman Empire’s birth.
Under Augustus, the empire experienced the Pax Romana, a 200-year period of relative peace and stability. Augustus reformed the military, established efficient administrative systems, and initiated grand construction projects. The empire's borders expanded, encompassing territories from Britain to Egypt and from Spain to the Euphrates. Roman legions, renowned for their discipline and engineering prowess, secured and maintained these vast territories, building roads, fortifications, and cities that facilitated control and integration.
The Roman Empire’s society was hierarchical, with a rigid class system. At the top were the patricians, wealthy elites who held significant political power. Below them were the plebeians, free citizens with limited political influence, and the vast numbers of slaves who formed the backbone of the economy. The family unit was central, governed by the paterfamilias, the male head who held absolute authority.
Culturally, the Romans were eclectic, absorbing and adapting elements from the civilizations they encountered, particularly the Greeks. Roman art, literature, and philosophy reflected this synthesis, creating a rich cultural tapestry. Latin, the Roman language, became the lingua franca of the Western world, influencing numerous modern languages.
Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
2. Terminology
• Circulation
– Number of copies sold E.g. Newspapers and Magazines.
• Hits
– How many views your product is getting.
• Box Office Figures
– Measurement of how much money made or how many tickets sold.
• Ratings
– Ranking someone or something based on product and performance.
• Sales
– The business or activity selling products.
3. Primary Research
• Definition
– Research on a product you look up yourself.
• Advantages
– Guarantees that the information collected is up-to-date and relevant
– You have a good level of control in primary research.
• Disadvantages
– It can be expensive, time-consuming and take a long time to complete if it
involves face-to-face contact with customers.
– If the information is not big enough, the results of the research may be
misleading.
• Example
– Questionnaires.
4. Secondary Research
• Definition
– Using another persons existing work for my own as references.
• Advantages
– There can be a wide range of information available for use.
– The research is already done, I just need to look at it and type it in my own words.
• Disadvantages
– The research will not be easy to find.
– Have to rely on how well researched the others have made it.
• Example
– Internet research
5. Quantitative Research
• Definition
– Research present in percentages and there in lots of information.
• Advantages
– It’s very detailed to help find some specific information.
– Quantitative research is used with closed question.
• Disadvantages
– Some information can be misleading.
– Expensive and requires a lot of time to be perform the analysis.
• Example
- Online surveys.
6. Qualitative Research
• Definition
- Research that goes into more in-depth belief and reasoning.
• Advantages
- Makes people look back and add more to their answer.
- It allows creativity to be a driving force.
• Disadvantages
- Can create misleading conclusions.
- Can be difficult to replicate the same results.
• Example
– Ethnography.
7. Audience Research
• Definition
- Finding out who will use this product or products.
• Advantages
- React out to the customers.
- Knowing your audience can help you target the right group of people.
• Disadvantages
- Not easy to measure and analyse.
- The researcher could have less control in a focus group setting compared to an interview.
• Example
- Field research
8. Market Research
• Definition
- Gathering information on what the consumer want and preferers with the
products.
• Advantages
- Helps you plan for the later.
- Help you determine the perfect promise.
• Disadvantages
- It can't give 100% accurate results.
- It has a limited practical use.
• Example
- Focus Groups
9. Production Research
• Definition
- Gathering information and materials to create a piece of media.
• Advantages
- Helps in scanning multiple marketplaces and the ongoing trends in such marketplaces easily.
- Helps you save money by understanding the requirements of the target customer.
• Disadvantages
- Conducting a market research for a new product can be costly.
- You can constantly change markets.
• Example
• - Internet research.
10. Terminology
• Objective
– Research that’s not influenced by feelings or opinions, it’s just true
facts.
• Subjective
– Research that’s influenced by bias thoughts and personal feelings.
• Valid
– Whether the information is about to answer the intended
answer/questions.
• Reliable
– Information that has consistent and accurate results.
11. Harvard Referencing
Name of the film being researched;
Created by John Lasseter on may 26th 2006
Pixar Cars
Pixar Animation Studios
1. Lasseter, j. (2006) Pixar cars
2. Orpinas, j.p & Tilley, s (2006) Cars (Disney/Pixar Cars)
3. Beesley, A.S & Wales, J. (2004) Cars Fandom.
https://disney.fandom.com/wiki/Cars_(franchise)
4. Roscherk. (2010) The Fantastic World of Disney Pixar Cars
(Total Film, issue 52)
