AUDIENCE RESEARCHDefinition of words...

Monday, 1 July 13

TYPES OF RESEARCH

Quantitive: Quantitive research is research based on statistics and measurable facts.For example; Consumer surveys, who’s findings may be expressed numerically.

Qualitative: Qualitative research is research that is personal and also has longer responses. This is research that is not simply on the statistics but which focuses on reasoning and cultural and social factors, which are researched and then analysed.

Monday, 1 July 13

METHODS OF RESEARCHPrimary: Primary research is research that is collected in by yourself including your own questions (first hand data). An example of this is a questionnaire’s. This is what splits into open and closed questions. Open questions are questions where they can write down their answers and explain more. An example of this is, ‘what is your own opinion on short films and why?’. However, closed questions are questions that they only have an option to choose from, by ether ticking or circling boxes or yes/no answers. An example of this is ‘what is your gender? Male or Female.

Secondary: Secondary research, also called ‘desk research’ involves collecting data which already exists. This includes using certain information of reports, publications, internet research and company files.

Monday, 1 July 13

PURPOSES OF RESEARCH

Demographic: Demographic research is questions about themselves such as; age, gender, social class, working status and location.

Geodemographic: Geodemographic research is the study and grouping of people in a certain geographical area to provide the right content to appeal to their target audience.

Psychographics: Psychographic research is used to study and measure attitudes, values, lifestyles and opinions/tastes.

Monday, 1 July 13

AUDIENCE PROFILINGSocio-economic status: This relates to somebody’s class. For example; upper, lower, middle or working class. This is also related to how much they earn.

Geodemographics/Regional identity: This is to do with the way that people identify themselves in relation to nationality or geography. Such as; Northern/Southern, Scottish not British or a Londoner with a Cockney accent.

Age/Gender: The age group that people associate themselves with could be defined on questionnaires as an age range, such as 15-25. Although, gender-related audience preferences are not always clear-cut, Male and Female viewers are generally assumed to have different interests. Eg. Sport or ballet.

Monday, 1 July 13

Sexual Orientation: This applies on gender and who they are attracted to. For example, Gay/Homosexual, Straight/Heterosexual or Bisexual/Pansexual.

Race/Ethnicity: A large group of people classed according to common racial, national, tribal, religious, linguistic or cultural origin or background.

Mainstream:

Alternative:

Niche:

Monday, 1 July 13