Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1
Research Techniques for the Creative Media Industry
Warren Smallman
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 Introduction
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Types of Research
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Quantitative Research
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Qualitative Research
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Methods and Sources of Research
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Primary Research
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Secondary Research
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Media Research Organisations
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Purposes of Research
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Audience Research
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Market Research
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Production Research
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Conclusion
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Bibliography
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Warren Smallman
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 Within this report on research techniques within the creative media industry that produces any form of media product, I will examine the different research techniques that are used. Within the creative media industry are various techniques on obtaining information and data from various sources. The creative media industry looks for different information when creating a product. There are four groups that they use; Audience, Market, Production, and Methods. In the Audience group they look for the age gender of consumers, the genre and age rating of the product, and the location where they can sell their product. Within the In the Market group they look for any competition that their product may face, top selling products already on the market, any market shares and the price they could sell their products for, and any merchandising, follow-on’s or expansions that could be developed. Under the production heading they look for cost effectiveness, production costs, material that can be used, any advertising that could be made, what skills employees have, what employees do for them, and what profit they can make from their product. In the methods section they look at what methods they can used to gather information. This is done by using surveys, looking at existing statistics, looking at competitors, and by looking at feedback that their product has produced. There are two types of research that are used, quantitative and qualitative research. These provide different types of results, such as numeric data and hard facts, and opinions and preferences. There are also different sources of research that can be used, such as primary and secondary research. The two different sources of research can provide different information and data that can create an insight of what the public could or would want. When researching within the creative media industry, there are various groups of information that is looked for, such as information that is related to the audience of a product. They also look at existing markets and competition, different production details and methods. Looking at two different sources can provide different information for the sections of information that differs with other research that has been preformed. There are also organisations that can perform and provide information and data that can be obtained and used.
Types of Research Within the creative media industry there are two types of research, quantitative and qualitative. Quantitative research is research that is based off of facts that can be measured and information that can be counted. With this type of research you can produce numerical and statistical data, which contrasts with qualitative research. Qualitative research consists of a consumer’s opinions, attitudes and preferences. This differs from quantitative which is hard facts and figures, whereas qualitative is a person’s opinions. Quantitative Research Quantitative research is data that is based on facts and information that can be measured and counted which in turn produces numerical and statistical data. This type of information is acquired from television programme ratings, box-office takings, readership circulation figures and website hits. As this data is represented numerically, it is most often presented in tables, charts and diagrams. Qualitative Research Qualitative research is data that is obtained from people’s opinions, their views and their preferences. This kind of data is valuable to the creative media industry because it is used to find out Warren Smallman
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 what an individuals or a group think about a chosen media product. This product can range from a new computer game to a film. The creative media industry is not the only group to make use of this data, it is also used by advertisers to find out what people think and feel about an advertising campaign. Because of the questions that may be asked, it is sometimes not possible to analyse the results statistically, especially if the results are personnel or subjective. The aim of quantitative research is classify features and to count them. The data is them moulded into statistical models, so that what has been observed can be explained. The aim of qualitative research; however is to complete a detailed description of what has been observed. Researchers know what they are looking for when they set about finding quantitative research, with qualitative data the researcher may only have a rough idea of what they are searching for. Because of this advance knowledge, or lack of, when searching for quantitative and qualitative data, it is recommended that qualitative research is done during the early phases of a project and quantitative research is done during the finishing stages of a project. However qualitative research can be used to find out a person’s opinion and thus can be used at the end of a project so that a researcher can find out what a person thinks of a project. With quantitative research all of the aspects that will be studied are designed and gathered before the data is collected, whilst with qualitative research the design emerges over time, because of the data that is being collected. Quantitative research is more efficient, and because of this it is able to test hypotheses, however it may miss contextual detail, thus leading to errors with the data that has been collected. Qualitative research is richer, as it contains more information and data; however it is time consuming and cannot be generalized easily.
Methods and Sources of Research The creative media industry uses different methods of research, techniques and sources to find out both qualitative and quantitative data. To gather this information they use both primary and secondary research methods. Primary Research Primary research is research that is undertaken by the researcher to obtain completely new results. To do this they use techniques such as interviews, questionnaires, surveys and focus groups to find out what the consumer groups think. To collect this primary research, a company in the creative media industry will use field research to gather data that did not exist before. The methods they use are:
Face-to-Face Interviews – This is where an interviewer will ask a member of the general public, either on the street or their doorstep, a series of questions related to the subject the interviewer is researching. Telephone Interviews – This is the same as the above, however it takes place over a telephone call. They are generally shorter than an than a face-to-face interview however. The can usually find out the same information as a face-to-face interview. Online Surveys – This is done by using the internet or using an email to send out a survey. This then means that a large number of people can answer the survey, which gives a broader range of data will come back to the researcher. This is becoming an increasingly popular way
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1
of conducting primary research as it is less costly than a face-to-face interview or a telephone interview. Questionnaires – A questionnaire can be sent in the post to a required member of the public, or it can be sent to a random number of people to gather a broad range of results. They can also be included within a product and then sent back by a customer, which then provides feedback on a recently brought product, or even a service. Focus Groups/Customer Panels – This is a small group of people who meet with a facilitator, who is a member of the company that made the product. This facilitator then asks the group to examine/watch or try the product, and then asks in-depth questions. This method is often used to receive feedback on television programmes, advertisements and movies within the creative media industry, but can be used when the industry is trying to introduce a new product such a computer game or a piece of hardware.
Most researchers who try to obtain primary research find that it is not possible to ask existing or potentially new customers the questions that the creative media industry will want answering. Therefore primary research makes use of surveys and sampling to obtain the valid results that the industry is looking for. The main advantages of primary research and data are mainly that, the information obtained is up to data. This means that the information is the latest and the most accurate of all information that already exists, allowing the industry access to the most complete information. The information is also specific to the purpose in which it was collected. The questions that the industry asked were the questions that were answered. It also means that the business in the industry will have access to data that no other business will have access to. This means that the results are confidential and this will give the business and advantage over other business within the industry. In the case of online surveys and telephone interviews, the data can be obtained quickly, which again gives a business within the creative media industry an advantage over others within the same industry. However as with all advantages, there are a few disadvantages that offset the ones mentioned above. Collecting primary research can be difficult to collect, and it can in some cases be quite time consuming to collect. This means that the research could take weeks to collect, when information on the chosen subject could already be out there to use. Collecting the research and the data can also become expensive, meaning that more money can be spend on collecting primary data than is actually needed to be spent. The data that is collected as well may be mis-leading is the sample is not large enough or if it is not chosen with care, or even if the questions are worded wrongly. Secondary Research Secondary research is research and data that already exists. It is information that has been gathered by other people or organisations, and allows other organisations and businesses to use this information. Secondary research involves the use of information and data that has already been published, or is available within organisations or businesses. Articles, books, journals, archives, photo libraries, and existing information located on the internet are all examples of secondary research and data. Sources of secondary research can come from within an organisation or business itself, and is known as internal secondary data. External secondary data is data that has been research and acquired from outside of an organisation or business. Different departments within an organisation or business within the creative media industry have their own records than represent a Warren Smallman
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 potential source of information and data. Such as part advertising campaigns, within a market research department. This can be compared with copies of documents such as invoices held in other departments to judge their overall advertising effectiveness, which in turn allows them to spot trends and gain ideas for future campaigns. Internal sources of secondary research are usually considered because access to this is usually quickest, cheapest and the most convenient source of secondary data to be available. However internal secondary data may be out of data, or incomplete, and if the project is new or something that a business within the creative media industry hasn’t tried before, there may be no relevant information for the business or organisation to use. This is where the external secondary research is used. External secondary research and data is basically the same as internal secondary research, however it comes from an external source. These sources can range from anything such as the government, media research organisations, competitors, trade publications and the general media. Competitors can offer a limited amount of information, and this can come in the forms of company reports and websites. The advantages of using secondary research are that because the information already exists, it is quicker and cheaper for a business or organisation within the creative media industry to access. However this may mean that the data may have been collected some time ago and is simply out of date. Because it has been collected for another organisation with a different purpose in mind, the information may be in a different format, or it may be incomplete. The advantages and disadvantages may vary from source to source. Some information such as government information may be free to access and may be updated regularly. However because it is a government source it may be too general, and unlikely to give an organisation an edge in the current market. Information from competitors may also be easily accessible, but because it comes from a competitor’s website or reports, it may not contain sensitive data, or data that will give a competitor an edge. Many organisations within the creative media industry will use secondary research, information and data that have been gathered and analysed by another business or organisation to add-to their research, support their own research and sometimes even replace their own primary research. Media Research Organisations There are different organisations that already collect data on different media aspects. These organisations undertake research on different subjects such as television and radio audience figures, newspaper readership figures. This research can then be accessed by other businesses and organisations within the creative media industry, who can use it as secondary research. These organisations however may charge for an organisation to use it. But using this research means that it will be cheaper and quicker for the business to use. Organisations that collect this data include the National Readership Survey, which examines Britain’s major newspapers and magazines. This organisation shows statistics and figures on approximately two hundred and fifty newspaper supplements and magazines. Within the creative media industry, those producing written publications are likely to use this research, instead of creating their own research. This research will show them what the general public are more interesting, what they are likely to read more and what type of publication is likely to earn more revenue for the organisation or business. The Broadcasters Audience Research Board provides the creative media industry with television audience figures. This data that the Broadcasters Audience Research Board contains a range of audience data on overnight programming, daytime programming and advertising information. The data that the organisation Warren Smallman
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 contains can be accessed both live and as consolidated data. Within the creative media industry the would be used by an organisation that produces television programming. They would use the data to find out what is the more popular television programme to produce, which would gain more audience figures and again, which would earn more revenue. Another media research organisation is the Radio Joint Audience Research which monitors and collects data on radio audiences within the United Kingdom. Data is collected on audience figures for most of the radio stations, with the main database holding information on all audience figures for the radio stations. This organisation is basically the same as the Broadcasters Audience Research Board, as it collects the same sort of data, except with radio audience figures instead of television figures. Within the creative media industry, an organisation that is dealing with radio production is likely to use this research as it shows what is most popular, what productions aren’t doing so well and what is producing the most revenue. This then allows the organisation to find out what is doing best and use the knowledge when they are producing a radio broadcast. Another source of secondary research that the creative media industry would use is the Office of Communication. The office of communications deals with TV and Radio sectors, fixed lines and mobiles, and regulate the airwaves which are used by wireless devices. They collect information and data on all of these sections that they deal with, and stockpile used data that can be accessed by organisations within the creative media industry to see past trends and see how past products were received by the public. This organisation could be used by a variety of businesses within the industry as it deals with several sectors of the creative media industry, such as television, radio, phone lines and mobile devices. These organisations can all be used by businesses and organisations within the creative media industry as the data and information that they contain is all used as secondary research. The data that these organisations have can be go back decades and show producers how trends and sales of products had changed, which can allow them to plan and product and predict how well it will sell. This saves them money on time as they do not have to produce their own research to find the figures as they already exist.
Purposes of Research Research that is undertaken within the creative media industry has three main aspects: audience research, market research and production research.
Audience Research – Is the collection and analysis about the target audience or a media product or a sector of the media industry. Market Research – Is the collection and analysis of information about the market that a particular media product will be a part of, and that will compete with other products for an audience and revenue. Production Research – Is the collection and analysis for the content and production of a chosen media product.
The purpose of research is to carry out an investigation on an area where very little work has been carried out. Some research aims to show why relationships, patterns and links occur. It also aims to gather information that illuminates patterns, relationships and links between variables. Audience Research
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 As the creative media industry has become more divided, competition for a share of audience has become even more intense. Within the creative media industry, knowing who the target audience is and knowing what they what is becoming increasingly important. When compiling audience research, statistical information about the size and profile of the audience for a chosen media product, the extent to which the potential audience is aware of a media product and what the target audience think about chosen products and their potential use of the product, is researched in-depth. Market Research The creative media industry market place is a highly competitive marketplace. Producers within the creative media industry undertake detailed market research, and look into both their target market, or even actively use other companies to undertake the research on their behalf. They undertake this research as they are interested in what the existing market looks like, who the other competitors and players within the market are, and what the competitors products are like. Producers are actively interested in the economic factors of the market and what the potential revenue could be. The advantages of market research are that the industry can receive an insight into the market and research consumer purchase behaviour and habits, within the creative media industry, it is seen as knowing what the customers think makes it easier to sell products to them. They also try to identify what the target market wants and what their potential is, so that they don’t waste time, money or resources producing a product that has a low potential. However the disadvantages of market research are that it is expensive to collect the right data or to collect the right amount of data that is needed, or to analysis the results. Also if there is an error within the research that has been found, it can lead to bad decisions being made and can lead to an impact on the results of the research. Production Research If the audience research has been completed to the required standard, and the market research has also been completed to the required standard, a creative media industry may then decide to launch a new product into that market. They then conduct production research to find information about content, and they gather material that will allow a business to produce and develop the new product. They will also research the commercial viability of the actually making the product, and they will investigate the technology and personnel available to them. They will also scout out suitable recording and production locations and determine whether they are suitable for them to use. Once all this has been done they will thoroughly research and plan the production and the postproduction stage, which will ensure that it all runs as smoothly as possible.
Conclusion The research techniques that the creative media industry are extensive and provide almost all the information needed within the industry. The creative media industry researches and collects data on hundreds of topics such as gender, ages, locations as well as others. To collect this data they use a variety of methods that have both advantages and disadvantages. This means that the data that they collect may not be of any benefit to them, and this is a risk that they face during any research effort that they start. This is where they can then use secondary research to fill in any gaps that they may have within their own primary research. However they can also use secondary research for all of their research however, however this can be a mistake in some aspects as the data that they use may be too old to be of any relevant use or may have holes within the research. This can lead to Warren Smallman
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 mistakes within the product that they create or the product could not do as well as predicted because the information used was out-of-date. Within this report I have discussed the different types of research that the creative media industry and I believe that they have been explained and discussed completely.
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Unit 3 – Research Techniques for the Creative Media Industry Assignment 3.1 Bibliography Broadcasters Audience Research Board. (2010) Broadcasters Audience Research Board – About BARB [Internet] Available from: < http://www.barb.co.uk/about/academic?_s=4> [ Accessed 04 October 2010] National Readership Survey. (2010) National Readership Survey – Who Are We – Purpose [Internet] Available from: < http://www.nrs.co.uk/purpose.html> [Accessed 04 October 2010] Niell, J. (2007) Qualitative verses Quantitative Research: Key Points in a Classic Debate [Internet] Available from: <http://wilderdom.com/research/QualitativeVersusQuantitativeResearch.html> [Accessed 30 September 2010] Office of Communication. (2010) Office of Communication – What is Ofcom [Internet] Available from: <http://www.ofcom.org.uk/about/what-is-ofcom/> [Accessed 06 October 2010] Radio Joint Audience Research. (2010) Radio Joint Audience Research – About RAJAR – The Organisation [Internet] Available from: <http://www.rajar.co.uk/content.php?page=about_organisation> [Accessed 04 October 2010] Tutor2u. (2010) Market Research – Primary Research [Internet] Available from: <http://tutor2u.net/business/gcse/marketing_research_primary.html> [Accessed 02 October 2010] Tutor2u. (2010) Market Research – Secondary Research [Internet] Available from: <http://tutor2u.net/business/marketing/research-secondary.html> [Accessed 02 October 2010] Wiki Answers. (2010) What is the Purpose of Research? [Internet] Available from: <http://wiki.answers.com/Q/What_is_the_purpose_of_research> [Accessed 02 October 2010] Wiki Answers. (2008) Advantages and Disadvantage of Market Research [Internet] Available from: <http://answers.yahoo.com/question/index?qid=20080806194024AAjAqlR> [Accessed 06 October 2010]
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