In media there are audiences for the different uses of media such as TV, radio, newspaper, film and theatre. These audiences are then categorized by who they are, where they live, what they do etc. One of the categories are for a mass audience who are a representation of most of the society and are considered average people of the society. The mass audience consist of families living in small to medium communities and having job status’s such as receptionists, builders and school teachers. low to medium paid jobs. (10,000 – 30,000 pounds a year).
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Qualitative research is collected by using the techniques of interviewing individually, making small focus groups of no more than fifteen people and using an observational techniques to overall gather direct and precise answers that are also more reliable than quantitative research giving accurate data.
Quantitative research is gathering information in large amounts, this is done by collecting information from surveying a large group of people by using the techniques of mail surveys, telephone surveys and internet surveys.
Types of research:
Qualitative research is the type of research that allows you to explore. For an example you can use it in focus groups to find out what people’s feelings and opinions are. This uses open-ended questions. the other research methods that are used within this type of research are primary and secondary, by using primary research you can find out new things that no one has never found so you would be the first to find it. using secondary research would be finding research that someone else has already found and you are reusing the information.
The purpose of market research is to collect and gather data on the target audience, the data collected then helps how to improve marketing techniques and helps in noticing problems before they become a main problem in selling the product.
There are many different methods of how market research is done some of these are: creating surveys so you can analyze a sample group of the target market. Surveys can be done in many different ways from one to one interview surveys which can be done anywhere be it public or local, telephone surveys which are a less expensive way of interviewing but it is a lot harder to convince people to do an interview over the phone, making online surveys are a simple way of getting results but are very unreliable due to people not answering the questions truthfully or not doing it when needed. Focus groups is a good way of getting data as it helps get lots of different results at one time also as it is done face to face the results are more reliable. Observation helps capture peoples behaviour and actions when testing a product or how they react to a given question.
There are different sources of information which is used to collect market research, some of these sources are looking at secondary data which is information that has already been collected such as reports, statistics data and anything that has been found on the internet. These all help to get an understanding of people in the target audience.
The purpose of market research is to improve and better a product that is similar to another product produced by a different company. E.g. the producers of call of duty aim their products to an audience who are previous fans of the franchise and its popular online gameplay. The producers of the Battlefield game franchise use similar concepts and attributes of Call of duty but try and take it a step further by adding extra features to the online gameplay and involve the audience more such as using vehicles which can be either driven or flown.
When undertaking market research there are several ways of gathering the data. Some of these are making surveys which can be done in several ways in itself by doing one on one interviews, telephone surveys, sending surveys via mail or by producing online surveys where certain websites can be used to produce surveys quickly such as survey monkey. Having focus groups where a moderator uses scripted questions which lead to a discussion within the group/s. Personal interviews include open-ended questions and provide more subjective results. The results gathered are not statistically reliable as it only covers a fraction of results needed. Observation helps greatly in market research as it shows how the target audience reacts when asking them questions or testing a prototype of a product, this then helps to figure out what needs to be changed or stayed the same if needs be.
When doing market research there are different sources of information which are used, some of these are: secondary data which help to get an understanding of the market and understanding its customers which can then be put into profiles, internal company information which is information that is already gathered or stored within business’s and primary data where finding out information directly by either talking directly to people in the target audience or by getting them to test a product that is being planned to sell.
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