The nature and purposes of research in the creative media industries

Types of research

1. quantitative research, eg programme ratings, readership circulation figures, hits on a website, box office figures, sales of CDs and DVDs;
2. qualitative research, eg film reviews, game reviews, fanzine websites, attitudes to media products, responses to news coverage, responses to advertising campaigns, discussion

Methods and sources of research

1. secondary research (books, journals, reference-based books and directories, periodicals, newspapers, film archives, photo libraries, worldwide web, searching internet forums, CD Rom databases, audio material, ratings, circulation figures, government statistics);
2. primary research (interview techniques, observations, questionnaires, surveys, types of questions, focus groups, audience panels, participation in internet forums); data gathering agencies, eg Broadcasters’ Audience Research Board (BARB), Radio Joint Audience Research Ltd (RAJAR); self-generated eg, own video, audio or photographic records of events

Purposes of research

1. audience research (audience data, audience profiling, demographics, geodemographics, consumer behaviour, consumer attitudes, audience awareness);
2. market research (product market, competition, competitor analysis, advertising placement, advertising effects);
3. production research (content, viability, placement media, finance, costs, technological resources, personnel, locations)

Introduction

Primary Research

Primary research consists ofresearch to collect original data. It is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionnaires, direct observation and telephone interviews amongst others.

There are advantages and disadvantages to primary research.

Advantages:

1. Addresses specific research issues as the researcher controls the search design to fit their needs
2. Great control; not only does primary research enable the marketer to focus on specific subjects, it also enables the researcher to have a higher control over how the information is collected. Taking this into account, the researcher can decide on such requirements as size of project, timeframe and goal.

Disadvantages:

1. Compared to secondary research, primary data may be very expensive in preparing and carrying out the research. Costs can be incurred in producing the paper for questionnaires or the equipment for an experiment of some sort.
2. In order to be done properly, primary data collection requires the development and execution of a research plan. It takes longer to undertake primary research than to acquire secondary data.
3. Some research projects, while potentially offering information that could prove quite valuable, may not be within the reach of a researcher.
4. By the time the research is complete it may be out of date.
5. Low response rate has to be expected.

Here is an example of a primary research questionnaire that had the specific purpose of identifying the favourite media products of a group of college students;
Media Survey

Secondary Research

Secondary research is research already published, and is the cheapest form of research because the data already exists for your acquisition. Secondary research can be split into internal and external research.

Sources of external secondary data include:

·         Periodicals.

·         Specialist marketing reports i.e Mintel

·         Industry magazines.

·         Chamber of commerce.

·         Government statistics.

·         Internet.

·         Professional bodies.

·         Trade associations.

Limitations of secondary research.

·    It is easy to find and collect secondary data., however, you need to be aware of the limitations the data may have and the problems that could arise if these limitations are ignored.

·    Secondary data can be general and vague and may not really help companies with decision making.

·    The information and data may not be accurate. The source of the data must always be checked.

·    The data maybe old and out of date.

·    The sample used to generate the secondary data maybe small.

·    The company publishing the data may not be reputable.

Quantitative Research

Quantitative Research is research that deals with the quantities of things and that involves the measurement of quantity or amount, applied to advertising audience research to develop actual numbers of audience members in order to accurately measure market situations. It Produces data and information that you can count and measure.Quantitative research Involves both primary and secondary techniques and results include ratings, circulation and viewing figures.

Qualitative Research

Qualitative research produces information about opinions, views and preferences. It is VERY important within the media industry as it is used to find out what individuals and groups think and feel about a particular media product. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.