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Salma Begum

Ms Lemmer

Understand the purpose of research in the media Industries 1. There are 2 main forms of research undertaken by the media Industries. The first is called market research, which is 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. The second is called production research, which is related to the production processitself. 2. NRS(National Readership Survey) Provides information to the industry on who reads what publication. ABC(Audit Bureau of Circulation) Provides circulation information to the newspaper and the magazine industry. BARB(Broadcaster’s Audience Research Board) An Organisation that compiles television ratings in the United Kingdom. RAJAR(Radio Joint Audience Research) Measures and profiles the audience of UK radio stations. 3. Different ways in which a media audience can be segmented are categorising the audience into different categories, which makes it easier for media producers to identify and target groups of people with the same needs and wants. They look for categories that they can use to divide up the potential audience. -Common classifications include age, which is one of the most significant and often used categories within the media. Gender is also a significant category for audience segmentation as many media products are targeted at a specific gender group. -Culture and Ethnicity, today’s media industries operate in a global marketplace. Newspapers, magazines, radio and television programmes from all over the world are readily available for people living in the UK. Media producers will also try and sell their products to audiences all over the world. -Income and social class, the potential can also be segmented according to annual salary or type of job or social class. Advertisers need to target the relevant income group as precisely as possible to why establishing a person’s disposal income can be important. Most organisations involved with the media research and production use the socio-economic groups A, B C1, C2, D and E to identify and describe the different audience groupings according to income and social class. 4. The importance in advertising media production is an important source of income for the media products that we watch, listen to, read and interact with. You only have to look at a popular lifestyle magazine such as Marie Claire to see the amount of pagesthat are dedicated to advertising. Each of these pagesis a valuable source of income for the publishers. Advertisers are attracted to the media product such as newspapers, magazines, broadcasts programmes, websites becausethey deliver ready-made audience to them. However advertisers are not only interested in the size of the audience but perhaps more importantly, the demographic make-up of that audience. If the media organisation is planning the launch of a new product then they will require information on how existing the products compare with each other. 5. Researchers work within any genre of television production, including news, sport, current affairs, documentaries and factual programmes, entertainment, children's television, comedy, soaps and drama. The researcher may originate or develop programme ideas and will draw on their particular knowledge and understanding of industry requirements. The researcher will identify appropriate data; contributors, locations or


Salma Begum

Ms Lemmer

archive material etc. collate and assessinformation from various sources, and ensure that legal, compliance and copyright requirements are met. Researchers may contribute to the development of scripts or other written content by writing drafts, or briefing others who write so that they can deliver what is required. Researchers may also be required to prepare production material such as fact sheets, pamphlets, books and booklets to accompany productions, and publicity material such as production billings, press releases, related websites, and text pages. 6. Another important purpose of production research is to demonstrate that your planned product is ‘viable’ (workable) the viability of the media product can be assessedby testing the viability of your product at a number of different levels. This could involve the time of which your product will be produced, the right equipment and technology, if the product is financially viable and the necessary skills to undertake the production process. 7. SWOTanalysis is the first stage of planning and helps marketers to focus on key issues. SWOTstands for strengths, weaknesses,opportunities, and threats. Strengths and weaknessesare internal factors. Opportunities and threats are external factors. 8. Copyright is a legal concept that cannot normally be used without the permission of the owner. A copyright protected work can have more than one copyright, or another intellectual property (IP) right, connected to it.This is an important factor in media production becauseit then will secure the original material (make) unless the owner choosesto license others to use their work while retaining copyright ownership over the rights themselves. One of the ways of using material that is under copyright is to write to the copyright holder and ask permission to use the material. You will often have to make a payment for the right to use the material. 9. There are four main methods of research needed, one of the basic distinctions to be made is between primary and secondary research. Primary research is original research that is carried out for a specific purpose. It involves the use of a range of different techniques to obtain new data using such methods such as interviews, questionnaires, focus groups and observations. Secondary research involves the use of data and preexisting data and information that has already been gathered by other people or organisations. It is often available in books, journals or via internet. Another important distinction is between research that produces quantitative and quantifiable types of information and data. Quantitative research produces data and information that measurable and quantifiable. The data can usually be represented numerically and is often presented in the forms of table, charts and diagrams. Both primary and secondary research techniques can produce quantitative data. This includes such things as ratings, circulation figures and market analysis. Qualitative research is a type of research that is based on people’s opinions, attitudes and preferences rather than hard facts. This is often very important within the media industry as it is used to find out what individuals and groups think and feel about a particular advertisement, film or television programmes. 10. The main factors that need to be considered when planning, designing and carrying out a survey using a questionnaire is the planning of your own research well in advance is important, particularly when undertaking primary research. This helped me gather audience’s view/point of the product that I chose to advertise, which will then help me produce something within the audiencesneeds and wants. This may also involve face to


Salma Begum

Ms Lemmer

face communication such as one to one interviews with a selected number of people. Undertaking one to one interviews can be a very effective method for getting reliable, qualitative data from selected individuals, but it can also be very time consuming. To get to more of a larger group of audience is designing a questionnaire to survey; this is a popular form of research, buts its presentation, the form and the structure of questions, need careful consideration so the information gathered is both reliable and valid. It is important that the questionnaire itself looks attractive and professional and does not put people off. 11. Focus groups are pre-selected panels of people who are seen to represent the target audience. They tend to be used by marketing and advertising agenisesto test the likely response of the target audience towards the product that is being advertised, as well as to the advert itself. 12. The issuesthat I’d need to consider when undertaking the secondary research would be any information that is found via internet to be printed off, or photocopy from books or journals need to be read and understood, perhaps annotated, and then used to inform or supplement my primary research. It is important to understand the original purpose of the research; who commissioned it, and when it was conducted. Not every piece of information that I may come across will necessarily be reliable and valid. To be aware of what site the information was found so that I don’t give out false information. 13. The key areas that a presentation would have to cover is an introduction to my research in which the purpose and aim of the research is outlined. An explanation of the methods and techniques used, the research data itself, presented in a suitable form, such as tables, charts, graphs or diagrams. The summary of the main findings in other words the results. The conclusions that you can make from these findings, any proposals that is going to be made based on these conclusions. 14. Intrapersonal communication refers to communication with you, and includes all of the thoughts, fears and anxieties that you may have about your presentation. It’s a way of coming out of your comfort zone and selling yourself to a company in which your product could most likely be produced at. Interpersonal communication is face to face communication between two or more people, and includes aspects of spoken and nonverbal communication. Non-verbal communication (NVC) this term refers to all of the features of body language that occur during interpersonal communication. It includes such features as the clothes that you wear, your posture, facial expression, and hand and arm movements. Paralanguagethis is not what you say but the way you say it. It includes features, such as pitch, tone, pace and volume, as well as the fillers and hesitations that are used in everyday language. Visual aids are the props, objects, and examples that you include in your presentation. Also includes slides, images and posters that can help to structure what you say. 15. Oral presentation is an art that involves attention to the needs of your audience, careful planning, and attention to delivery. To make this as professional as possible I should set yourself standards to meet while you perform your presentation. In an effective presentation, the content and structure are adjusted to the medium of speech. When listening, we cannot go back over a difficult point to understand it or easily absorb long arguments. A presentation can easily be ruined if the content is too difficult for the audience to follow or if the structure is too complicated. As a general rule, expect to cover


Salma Begum

Ms Lemmer

much less content than you would in a written report. Make difficult points easier to understand by preparing the listener for them, using plenty of examples and going back over them later. Leave time for questions within the presentation. Give the presentation a simple and logical structure. Include an introduction in which I outline the points I intend to cover and a conclusion in which I can go over the main points during the talk. 16. To ensure that the written report is as professional as possible it is important that all of the written work is presented in a logical and coherent manner. During the presentation my verbal and non-verbal communication has to be up to standards to create a professional and organised image. Ensuring that the spelling, grammar and punctuation within the written report; are clear and readable. The structure of the report should be as similar as the oral presentation but the only difference would be that the written report is more detailed.

RESEARCH QUESTIONS  

Research questions

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