The Importance of Research

Research in printed media has a number of different functions. These include finding out the target audience, costings, design choice and best distribution.By researching and completing surveys and questionnaires, you are able to find out the specific target audience and what the audience want to see. The data that you collect can Assist you in production. Knowing who your target market are is very important as it will help you aim your content towards them and ultimately making it more successful. When researching you may look at: Statistical data about audience size and the audience’s views.How many people are aware of your form of media?What people think about the media service?

The four main methods of research1. Primary research:Primary research is your own research that you have carried out without going to a source. This is done using methods like interviews, questionnaires, surveys and focus groups.

Advantages of Primary Research: It is accurate and reliable it can answer direct questions.Applicable and usableUp to date as you collected the data.

Disadvantages of Primary Research: It can be expensive.Not immediately available can take time to carry out.Not easily accessible

2. Secondary research:Secondary research is based on using pre-existing data that has already been gathered. For example government statistics, articles, books, financial figures and information on the internet.

Advantages of Secondary Research:Cheaper then Primary researchEasily accessibleImmediately availableWill inform the researcher about any difficulties they may face Secondary sources will provide alternative research methods.Disadvantages of Secondary Research:Might be outdatedPotentially unreliableMight not be applicableLack of availability

Use of pre-existing statistics

Questionnaires and Surveys are often used

3. Quantitative research:Quantitative research is based on measurable data and quantifiable facts and information mostly involving numerical data. Such as closed question answers like ‘Do you read? Yes or no’.

4. Qualitative research:Qualitative research involves more details findings that may include thoughts, opinions and attitudes its subjective rather than hard facts which means it can be harder to analyse. For example ‘Why do you like to read?’

Why is research important to the creative media industries?There are three main types of research done in the media industry:

a. Audience researchb. Market researchc. Production research

what are the purposes of different types of research?Audience research is research taken out on specific segments to gather information on the attitudes, knowledge, preferences of a specific audience. The purpose of audience research is to find exact information of a certain market for example a media company will find out the target audience range for a particular production. This involves using audience data and profiling and using demographic profile this is when you describe a specific market segment, this may involve looking at things like class bands and age bands.

Market research is the process of gathering information about consumers’ needs and preferences. The purpose of market research is to find out if there is a demand for what you are producing and how you are going to sell it. A low budget firm might use things like questionnaires and surveys this will then explain the mechanism and interest of the consumers.

Production research is the collection and analysis of information for the content and production of a media product. The purpose of production research is to make sure you save money for your company as it will cost a lot of money to make the media project.

When have I used research?One time where research was very important for when I was creating a Media pack for TAG Magazine. I needed to research target audience, production research and the overall statistics about readership and distribution etc.

I researched the media packs of other professional magazine companies and looked at what areas they includes in their media pack.

Once I research several magazines and found the most useful areas to cover in my pack, I began to focus on that.

I asked previous editors of the magazine as well as the teachers involved in creating TAG to get some feedback from them as well as the general statistics from last year’s copy.

I also carried out primary research by asking a range of ages and genders what they would like to see in the magazine to help me understand what was popular.

After gathering both primary and secondary data, I turned the quantative statistics into clear graphs and grids to make it easier to read.

I then compared the information about TAG magazine with a similar magazine from Imperial College. I analysed the similarities and differences between them as well as what makes them successful.

Finally, I designed the pages to fit with the theme of Tag and added colours and pictures for visual effect.

Professional use of Research

One media pack that is highly successful for its detail and statistics is ‘Vogue’. Their 2018 media kit was detailed and

informative as well as being stylish and professional looking. They listed their difference media platforms such as

magazine, phone, website, app or tablet and also included the contact numbers for the different area managers. Their pricing and publishing information was highly detailed and even included prices for advertisement depending on size

and company.Overall, I think that Vogue’s media kit is so popular and

successful due to the vast range on information and details that many local companies and magazines do not include.