The document discusses various research techniques, focusing on audience, market, production, qualitative, and quantitative research. Audience research aims to understand specific target groups to enhance product development, while market research identifies needs and trends within the market. Additionally, it differentiates between primary and secondary research, outlining their advantages and disadvantages.

1. Task 1: Nature and purpose
of research techniques
BY HARMEET

2. Audience Research
What is audience research?
Audience research is any communication research that is
made on specific audience parts to gather information
about their knowledge, interests, and behaviours.
What is the purpose of audience research?
Even Before thinking about creating your final product, the
research must be done. The whole point of doing research is
to have a more clear insight of the target audience. There's
no point of creating a product that has no specific target
audience towards it. Knowing the kind of people you are
aiming your product to, creates a wide Varity of ways to
advertise the product.
Examples:
 Age
Gender
Race and ethnicity
Education
Income profession
Life cycle
Martial status
Demographics
Religion
Social class How the social class grouping works.

3. Market Research
What is Market Research? What is the purpose of
Market research?
 It can shape a new product or service.
 Identifying what is needed and ensure that the
development of the product is highly focused
towards a specific demand.
 market research can also help companies
identify any future trends that may show up in
the next few years.
 The strengths that market research brings to
the company are the target audience’s
psychographics.
 Market research helps you identify
opportunities
This is discovering what people want, need or
believe.
The collection and analysis of information
about the market within which product will
complete with other products
Examples:
 Focus groups
 One –on-one
Interviews
 Phone surveys
 Testing

4. Production Research
What is Production Research?
Product research is related to the production of the
media product itself. Production research is always
needed when developing a new product. It is
research to help give information on the
characteristics of the product. It focuses on the
production of a product, in other words, how it’s
made.
When organisations do production research it helps them
see an overview of the commercial viability, which is
businesses skills to be successful and gain profit.
What is the purpose of
Production Research?
Examples:
 Analysing similar genres and
themes.
 Comparing the two together
 Viewing similarities an
differences

5. Quantitative & Qualitative
What is Qualitative
To gain understanding of underlying reason and
motivation, also to uncover prevalent trends in
thought an opinion and lastly to provide
insights into the setting of a problem,
generating ideas.
Sample:
A small number of non-
representative cases.
Responders selected to fulfil
given quota.
Outcome:
Findings are not conclusive and cannot be used
to make generalizations about the population of
interest. This develops an initial understanding
and sound base for further decision making.
What is Quantitative
To generalize results from a sample to the
population of interest. Lastly it is to measure the
incidence of various views and opinions in a
chosen sample.
Sample:
Usually a large number of
cases representing the
population of interest.
Randomly selected
respondents.
Used to recommend a
final course of action
of a product.

6. Secondary research
What is secondary research?
Information that has been already published and is available
from other sources that has been gathered from before. This
information is relevant to the problem on hand.
Advantages of secondary research:
 Inexpensive
 Easy to assess
 Secondary data sources will provide research
methods alternatives.
 Will provide essential background an help to clarify
or refine a search problem.
Disadvantages of secondary research:
 Inexpensive
 Easy to assess
 Secondary data sources will provide research methods alternatives.
 Will provide essential background an help to clarify or refine a
search problem.
Examples

7. Primary research
What is primary research?
This is when date has been collected for the
frits time, by method other than secondary
research. Primary date comes from a
researcher .
Advantage of primary research?
 Targeted Issues are addressed.
 Data interpretation is better.
 Greater Control
 Efficient Spending for Information
Disadvantages of primary research?
 High cost
 Time consuming
 Inaccurate feedback
 More number of resources
Examples