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.

1. Research
Theory
Benjamin Birney

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)