Understanding the Nature and Purposes of Research in the Creative Media Industries & Techniques

There are many methods and sources of research. Primary research includes interview techniques, observations, questionnaires, surveys, types of questions, focus groups, audience panels and participation in internet forums.

Secondary research includes 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 and government statistics.

Data gathering agencies include RAJAR (Radios Joint Audience Research Ltd) and BARB Broadcasters’ Audience Research Board. Self-Generated content and ideas include your own video, audio and photographic records of events.

Types of research include qualitative and quantitative researches. Qualitative research includes film and game reviews, fanzine websites, attitudes to media products, responses to news coverage and advertising campaigns and discussion. Quantitative research includes programme ratings, readership circulation figures, hits on a website, box office figures and sales of CD’s and DVD’s.

Purposes of research include market, audience and production researches. Market research includes product market, competitor analysis, competition, advertising placement, advertising effects. Audience research includes audience data, audience profiling, demographics, geodemographics, consumer behaviour and attitudes and audience awareness. Production research includes content, viability, placement media i.e. product placement, finance, costs, technological resources, personnel and locations.

Techniques in terms of quantitative and qualitative audience research include ones that I mentioned in previous posts and some new ones such as mind maps, spider diagrams, brainstorms, surveys, questionnaires, charts, graphs, tables, interviews (face-to-face or ones conducted online) and vox pops. Vox pop is short for vox populi and it is derived from a Latin phrase that literally means voice of the people. Vox pop’s are interviews with members of the general public in broadcasting terms.

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About adambutt2

I am a media student at Bridgwater College and I like Star Wars, Torchwood, Primeval, Atlantis, The Musketeers, Our Zoo, Doctor Who, Hollyoaks, Merlin, Transformers, Marvel, DC, LOTR, Harry Potter and Sherlock :) View all posts by adambutt2

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