Research for Media Research for Media ProductionProduction

Unit 2Unit 2

Audience ResearchAudience Research

An important process that underpins all media An important process that underpins all media productionproduction

Everything we watch has been carefully planned Everything we watch has been carefully planned and researched to make them as successful as and researched to make them as successful as possiblepossible

Why do you think companies spend Why do you think companies spend so much money on research?so much money on research?

Why spend money on research?Why spend money on research?

Media products expensive to produceMedia products expensive to produce

Need to make sure that it will attract the Need to make sure that it will attract the right audienceright audience

To make sure the audience reacts to it in To make sure the audience reacts to it in the right waythe right way

To ensure the product can be completed To ensure the product can be completed in the required timein the required time

To produce product within budgetTo produce product within budget

What will you learn about?What will you learn about?

Different research methods and Different research methods and techniques used for media productiontechniques used for media production

How to use these methods and techniques How to use these methods and techniques to carry out your own research for the to carry out your own research for the practical work you will be undertaking in practical work you will be undertaking in other unitsother units

Learning OutcomesLearning Outcomes

Understand research methods and Understand research methods and techniquestechniques

Be able to identify and gather research Be able to identify and gather research materialmaterial

Be able to collate and store research Be able to collate and store research materialmaterial

Be able to present results of researchBe able to present results of research

Four main methods of researchFour main methods of research

PrimaryPrimary

SecondarySecondary

QuantitativeQuantitative

QualitativeQualitative

FOR A PASS YOU NEED TO:FOR A PASS YOU NEED TO:

For a pass, For a pass, you need to you need to describedescribe research research methods and methods and techniques in a techniques in a basic way basic way covering all the covering all the main methods main methods and techniquesand techniques

For a merit, For a merit, you need to you need to discussdiscuss the the benefits and benefits and use of each use of each approach approach

For a For a distinction, distinction, you need to you need to critically critically discuss discuss each each method and method and technique technique understanding understanding strengths and strengths and weaknessesweaknesses

Hiyerrr! I’m Steve the researcher. It’s my job to

find out about the people who use media products.I use different

types of research depending on what I want to find

out.

Most of the time, its important that I do research that is completely new and no one else has ever done before

This is called....

PRIMARY RESEARCH•Usually has a specific purpose•Original data (not copied)

PRIMARY RESEARCH

Original data

This is called....

SECONDARY RESEARCH•Research done by someone else•Can be used alongside other primary research•TV viewing figures are complied every week and used by lots of different companies

Sometimes, I cheat and use data that other people have already collected. I’ll usually change it a bit though...

SECONDARY RESEARCH

Data originally researched by someone else

This is called....

QUANTITIVE RESEARCH•Can be shown as a set of numbers•Can be displayed as charts and graphs•Can be measured

Sometime I just want to know simple things like how old my audiences are or how often they buy

my product

QUANTITIVE RESEARCH

Data that deals with numbers and amounts of things

But sometimes, its more important that I know what people are thinking and

why

This is called....

QUALITITIVE RESEARCH•Helps to find out the way people feel•Responses are personal•Can’t really be measured

QUALITITIVE RESEARCH

All about peoples thoughts and feelings

TaskTask

Everyone MUSTEveryone MUST Using the handout sheet, complete any bits Using the handout sheet, complete any bits

that you have missed on your spider diagramsthat you have missed on your spider diagrams

MOST of you shouldMOST of you should Identify the benefits of each type of research Identify the benefits of each type of research

and how they are usedand how they are used

SOME of you will alsoSOME of you will also Critically discuss the drawbacks of each type Critically discuss the drawbacks of each type

of researchof research