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Assignment 1

Unit 3: Research techniques for the Creative Media Industries

Research within the Creative Media Industry. By Ben Woodhouse Unit 3: Assignment 1

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Ben Woodhouse


Assignment 1

Unit 3: Research techniques for the Creative Media Industries

Contents: Introduction…………………………………………………………………………………….Page 3 Types of Research……………………………………………………………………………..Page 3 Methods of Research………………………………………………………………………….Page 4 Purposes of Research…………………………………………………………………………Page 6 Conclusion……………………………………………………………………………………..Page 7 Bibliography…………………………………………………………………………………..Page 8

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Ben Woodhouse


Assignment 1

Unit 3: Research techniques for the Creative Media Industries

Introduction: In this assignment I will be explaining the different research techniques that can be used in a research project and the main purposes of research in the creative media industries. I shall be explaining the different types of research that can be used and this will be split up into quantitative and qualitative data. I will be giving an example for each to further explain what they each mean. I will also be stating the two different types of research methods which are known as primary and secondary research. I will explain both types of methods and give examples for each to show how each type is used to obtain different types of data. I will finally be stating the different purposes of research which are audience and market. With each of the purposes of research I will go in depth explaining what each means and giving examples of how and where they are used in the creative media industry and the different methods that can be used for each.

Types of Research: There are two different types of research that can be used in today’s creative media industry and in almost any other type of industry the world. These are called quantitative research and qualitative research. The definitions of quantitative and qualitative research are as follows: Quantitative - research based on measurable facts and information that can be counted, producing numerical and statistical data. Qualitative - research based on opinions, attitudes and preferences rather than hard facts and figures. Quantitative research produces date and information that is measureable and numerical and can include things such as box office takings, programme ratings and website hits as well as the counting and measuring of items. The data generated from quantitative research can usually be represented numerically and is often presented in the form of tables, charts and diagrams like the one below:

Weekend 3 September - 5 September 2010 UK box office

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Ben Woodhouse


Assignment 1

Rank

Title

Unit 3: Research techniques for the Creative Media Industries

Country of Origin

Weekend

Distributor

Gross

1 The Last Exorcism

USA

£1,104,856 Optimum

2 Dinner for Schmucks

USA

£940,586 Paramount

3 Toy Story 3

USA

£934,423 Disney

% change on last

Weeks on

Number of

Site

Total Gross to

week

release

cinemas

average

date

0

1

313

£3,530

£1,104,856

0

1

428

£2,198

£940,586

-38

7

497

£1,880

£69,878,376

Qualitative research produces information on people’s opinions, views and preferences about something however Depending on the questions asked, it is not always possible to analyse the resulting information statistically, particularly if the responses are personal and subjective. Qualitative data is important to the industry as it is used to find out what individuals and groups think and feel about a particular media product such as a new computer game, television programme or film so they can improve the game, programme or film to suit people’s personal preferences. It is also used by advertisers to obtain people’s responses to an advertising campaign. An example of how this set of information is produced is shown below: Individual

Response

Steve

Site was easy to navigate through and I really liked the way it was designed. Good content. Colours and graphics were bright and made me feel very positive. Tempted to become a member. Hated it, too busy, colours and graphics were too bright. Difficult to navigate around and kept getting lost. Link to home page was too small, not enough interactive features. Don’t think I will be using it again. Loved the design but found it tricky to use. Prefer Bebo as a networking site to this one but it does have some good elements to it. Lots of information and features although some of the buttons didn’t work. Overall, I like it and will visit again.

Jane

Mike

Methods of Research: There are two different methods of research. These are primary research and secondary research. These are both different ways of gaining research information data from different sources. The definitions of primary research and secondary research are as follows: Primary Research - original research to obtain new information using such techniques as interviews, questionnaires, and focus groups. 4

Ben Woodhouse


Assignment 1

Unit 3: Research techniques for the Creative Media Industries

Secondary Research - research using existing information that has already been gathered by other people or organisations. Primary research is research carried out for a specific purpose. It involves the use of a range of different sources and techniques to obtain new data relevant to the industry at hand. Asking people questions during an interview, conducting a survey or even using a questionnaire are all examples of techniques used in primary research. Below is an example of a questionnaire which could be used to find out what sort of fast food people prefer so they can open a fast food restaurant:

Questionnaire – Current Facilities & Preferences 1. Do you use fast-food services in the area?  

Yes No

2. Which fast-food services do you use (if any)?        

a) Kebab b) Sandwiches c) Hotdog d) Pizza e) Hamburger f) Fish & Chips g) Other (Chinese, Indian, Italian…) h) None

3. What type of fast food do you prefer?        

a) Hamburger b) Pizza c) Hotdog d) Fish & Chips e) Kebab f) Sandwiches g) Other (Chinese, Indian, Italian…) h) None

4. What type of fast-food services are in the area?       

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a) Hotdog b) Hamburger c) Pizza d) Fish & Chips e) Kebab f) Sandwiches g) Other (Chinese, Indian, Italian…) Ben Woodhouse


Assignment 1 

Unit 3: Research techniques for the Creative Media Industries

h) None

(http://www.bizhelp24.com/marketing/example-questionnaire.html)

Secondary research involves the use of data and information that has already been published or is already available within an organisation. Looking in books, journals, archives, photo libraries, and searching on the Internet for information that already exists are all examples of secondary research. Many media organisations will use data and information that has been gathered and analysed by another company or a data-gathering agency to add to and support, sometimes even replace, their own primary research. An example of a website that gathers information for other companies is below:

(http://www.nrs.co.uk/index.html)

Purposes of Research: There are two purposes for a company to do research. The first purpose is for the audience and the second is for the market. A company needs to know what sort of audience they are aiming their product at so it sells well and they need to research the competitive market to see what their product is competing against. The definitions of each purpose of research are:

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Ben Woodhouse


Assignment 1

Unit 3: Research techniques for the Creative Media Industries

Audience Research - the collection and analysis of information about the target audience for a particular media product or sector of the media industry. Market Research - the collection and analysis of information about the market within which a particular product will compete with other products for an audience and for revenue.

Effective and successful media products target the right audience and communicate to them in an effective way. As the media industry becomes more fragmented, competition for a share of the audience becomes even more intense. Knowing who your target audience is, and what makes them tick, is becoming increasingly important. Audience research is about investigating:   

Statistical data about the size and profile of the audience for a particular media product. The extent to which potential audience members are aware of a particular media product or service What members of the target audience think about particular products and services and their patterns of behaviour and potential use of the products.

Media industries have to do market research because the media marketplace is highly competitive. Media producers often do detailed market research into their target market or pay other companies to undertake research on their behalf. They are interested in what the market looks like, who the other competitors in that market are and what their products are like. They are particularly interested in the economic factors within the market and what potential revenue is available.

Conclusion: Media industries have to use all of these different research methods and techniques whenever they think about creating a new product. This is because they need to find out if the product they are making will be a good investment and will bring them a positive return and make the most money they can out of their product.

Bibliography: Bizhelp24 – 2010 – Example Questionnaire - [Internet] –Available from http://www.bizhelp24.com/marketing/example-questionnaire.html - Accessed on 07/10/10 7

Ben Woodhouse


Assignment 1

Unit 3: Research techniques for the Creative Media Industries

Image of the NRS home page – 2010 – [Online Image] – Available from http://www.nrs.co.uk/index.html - [Accessed on 07/10/10] Notes taken from file – research techniques section 1 – shared college document

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Ben Woodhouse

Research techniques in the creative media industry  

Assignment 1 by ben woodhouse

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