There are four main types of audience research: primary research conducted by researchers themselves using methods like questionnaires and interviews; secondary research using existing sources like newspapers or statistics; quantitative research that produces measurable results about large populations shown as numbers and charts; and qualitative research that explores people's opinions through methods like focus groups to understand perspectives rather than measure responses.

1. Types of audience
research

2. Why do you need to conduct research?
• To identify the target audience of the media product.
• There is a need to make sure the institution showing the
media product already has the right audience and will
also attract the right audience.
• To ensure the audience reacts in the expected way.

3. Primary
• This is research done by you and has not been conducted
by anyone before.
• It usually has a purpose and is original and not copied.
• Examples:
• Questionnaires.
• Interviews.
• Observations.
• Possibly a relevant conference.

4. Secondary
• This is research done by someone else and can be used alongside
primary research.
• It has a purpose but is not original.
• Examples:
• Newspaper articles
• The Internet
• Office of National Statistics (ONS)
• Broadcasters’ Audience Research Board (BARB)

5. Quantitative
• This is research that will produce unbiased results that can be
measure to generalise a large population.
• Results can be shown as a set of numbers and presented in
charts or graphs.
• Examples:
• Audience viewing numbers
• Age
• Percentages

6. Qualitative
• This type of research helps to find out people’s opinion on
things and why they feel that way.
• The responses are personal and therefore can’t be
measured.
• Examples:
• Focus groups
• Questionnaires if they have comment boxes.