Units: 2, 3, 22 The document defines and discusses key concepts related to research for a horror movie trailer project. It explains that research can be quantitative, involving measurements, or qualitative, based on opinions. It also distinguishes between primary research developed from scratch and secondary research using existing data. The purpose of research for this horror trailer would be to understand the audience's demographics, psychographics, the competitive market, and determine viability, costs, and technological resources for production.

1. Units: 2, 3, 22
Task 1: Nature and purpose of research

2. What is research?
Research is when you conduct an investigation into a study and use the
results gathered from your investigation to come up with information/ an
answer to your study.

3. Types of research
There are two types of research:
 Quantitative
Qualitative

4. Quantitative
Quantitative research is research that is based on
measurements/ numerical based research.
For example, in a media scenario…
A media teacher could ask a class how many students like horror
movies and/or can take a class tally of the results.

5. Qualitative
Qualitative research is research based on opinions, attitudes,
preferences. This can help people to develop ideas for possible
quantitative research.
In a media scenario, although a media teacher may ask how
many people like horror movies, but it would only be a qualitative
research if the teacher asked WHY they like horror movies. It’s
the opinion(s) of a person that makes the research qualitative.

6. Methods of research.
There are two methods of research
• Primary
• Secondary

7. Primary research
Primary research is your own original research which you have
developed (from scratch)
A game designer may need to develop their own primary
research to create a report on their product. Or they can hand out
a survey to people who have tested their system and the results
they use to create their report
The information that the designer has gathered and implemented
into their research is what makes it a primary research.

8. Secondary research
Secondary research is when you gather existing data from someone
else’s research.
For example, a TV producer may use another producer’s results and
research on a sub genre to compare to their own.

9. Purpose(s) of research
The purpose of this research is to understand the requirements needed to please
and/or horrify the audience
Audience: -Demographics
-Psychographics
Market: -Competition
-Advertising placement
Production: -Viability
-Costs
-Technological resources

10. Audience
Demographics:
Demographics are the studies of a population based on factors such as
age, gender and ethnicity. This is a physical purpose as this purpose usually
cannot be changed.
The demographic table contains codes (A, B, C1, C2, D, E) which represent
the status with people, factors such as their age and jobs they work can
play a role in this table.
You can also see the percentage of the
UK population in 2015 with most of the
percentage ranging within B to C2. There
has been an increase in the intermediate
managerial, administrative and
professional jobs as there has also been
an increase in the development of
England as 40 years ago, there would’ve
been a higher percentage of jobs ranging
between D and C2.
Link to table

11. Audience
Psychographics:
Psychographics is classifying or grouping people based on their beliefs and
opinions. This is a mental purpose as these classifications are based on the
thoughts, preferences and mindset of people.
For example, a teenager (between the
ages of 15-19) would feel appealed to
horror movies as they would find them to
be interesting and exciting and could be
seen as an explorer however, a ten year
old may not like horror movie as they
would deem them to be “too scary” and
typically can be seen as mainstreamers.

12. Market
Market research:
For horror movies, market researching is when you use other horror
movies to compare to your own so that in the case of competition your
product is better than theirs.
This research could also be conducted into the audience so that, you
would know what target audience is required and what you can do to
meet the requirements of what may interest the target audience.

13. Production
This production will cover the viability, costs and technological
resources which means that this will cover how we can use the
equipment we have to make the best quality horror trailer with a
low budget.

14. Viability
This research into viability is check what we can do in order to make
sure our product is able to work successfully.
In this case, for the horror movie, we research what we can do to fulfil
the main convention of horror movies which is fear. We want to make
sure our horror movie is able to scare the audience and let fear dwell
within them. And we also research how we can do this with a lot of
quality and not a lot of expense.
Also, in order for our horror trailer to be more viable, as well as
covering and striking the main convention (fear) into the audience, we
would need to make sure that there is a storyline because then the
horror trailer will make and have no sense to the audience.

15. Cost
We will research all the equipment and settings which we will
need and what we can do without using a lot of money as we
would like to try to make sure that we can make the best quality
horror trailer with minimal amount of money used which would
result in us gaining profit from this.
For example, the 2007 movie Paranormal Activity made the best
quality horror trailer with a $450,000 budget and then went on to
gain $90,000,000 profit as a result

16. Technological resources
Our group will research the resources required in order for our product to
work effectively and their importance.
For example, it is vital for us to have a camera to film this horror trailer
because we can’t have a trailer without a film. We would make sure the
camera has a good quality e.g. 1080p HD so that the audience would be
able to see everything filmed clearly. We will use Final Cut Pro on a
MacBook to edit our trailer and help us make sure it is constructive and
effective on our audience.