Task 1: Nature and purpose of research techniques BY HARMEET

Audience Research

What is audience research?Audience research is any communication research that is made on specific audience parts to gather information about their knowledge, interests, and

behaviours.

What is the purpose of audience research?

Even Before thinking about creating your final product, the research must be done. The whole point of doing research is to have a more clear insight of the target audience. There's no point of creating a

product that has no specific target audience towards it. Knowing the kind of people you are aiming your

product to, creates a wide Varity of ways to advertise the product. Examples:

Age GenderRace and ethnicity Education Income professionLife cycleMartial status Demographics ReligionSocial class How the social class grouping works.

Market Research

What is Market Research? What is the purpose of Market research?

It can shape a new product or service. Identifying what is needed and ensure

that the development of the product is highly focused towards a specific demand.

market research can also help companies identify any future trends that may show up in the next few years.

The strengths that market research brings to the company are the target audience’s psychographics.

Market research helps you identify opportunities

This is discovering what people want, need or believe.The collection and analysis of information about the market within which product will complete with other products

Examples:

Focus groups One –on-one

Interviews Phone surveys Testing

Production Research

What is Production Research?

Product research is related to the production of the media product itself. Production research is always needed when developing a new product. It is research to help give information on the characteristics of the product. It focuses on the production of a product, in other words, how it’s made.

When organisations do production research it helps them see an overview of the commercial viability, which is businesses skills to be successful and gain profit.

What is the purpose of Production Research?

Examples: Analysing similar genres and

themes. Comparing the two together Viewing similarities an

differences

Quantitative & Qualitative

What is Qualitative

To gain understanding of underlying reason and motivation, also to uncover prevalent trends in thought an opinion and lastly to provide insights into the setting of a problem, generating ideas.

Sample:A small number of non- representative cases. Responders selected to fulfil given quota.

Outcome:Findings are not conclusive and cannot be used to make generalizations about the population of interest. This develops an initial understanding and sound base for further decision making.

What is QuantitativeTo generalize results from a sample to the population of interest. Lastly it is to measure the incidence of various views and opinions in a chosen sample.

Sample:Usually a large number of cases representing the population of interest. Randomly selected respondents.

Used to recommend a final course of action of a product.

Secondary research

What is secondary research?Information that has been already published and is available from other sources that has been gathered from before. This information is relevant to the problem on hand.

Advantages of secondary research: Inexpensive Easy to assess Secondary data sources will provide

research methods alternatives. Will provide essential background an help

to clarify or refine a search problem.

Disadvantages of secondary research: Inexpensive Easy to assess Secondary data sources will provide research methods

alternatives. Will provide essential background an help to clarify or refine a

search problem.

Examples

Primary research

What is primary research?

This is when date has been collected for the frits time, by method other than secondary research. Primary date comes from a researcher .

Advantage of primary research? Targeted Issues are addressed. Data interpretation is better. Greater Control Efficient Spending for Information

Disadvantages of primary research? High cost Time consuming Inaccurate feedback More number of resources

Examples