RESEARCH FOR MEDIA PRODUCTION

Why do you think companies spend so

much money on research?

WHY SPEND MONEY ON RESEARCH? Media products expensive to produce Need to make sure that it will attract the

right audience To make sure the audience reacts to it in the

right way To ensure the product can be completed in

the required time To produce product within budget

TYPES OF RESEARCH Audience Research Market Research Production Research

Who? What? How?

TYPES OF RESEARCH

Audience Research

Who is the audience? Where do they live? What do they do for a living? What do they watch and when do they watch? What are things are they interested in?

TYPES OF RESEARCHMarket Research

It is important to understand the market within which the product will compete with other products for audience and revenue

Competitors – existing products Audience awareness of media product Attitudes towards products and services and

pattern of behaviour

TYPES OF RESEARCHProduction Research

Production research is directly related to the production of the media product (in our case the advert)

Assess viability Plan production logistics (staff, locations, licenses,

equipment

http://Planning a Production- Recce

FOUR MAIN METHODS OF RESEARCH

Primary

Secondary

Quantitative

Qualitative

FOR A PASS YOU NEED TO:

For a pass, For a pass, you need to you need to describedescribe research research methods and methods and techniques in a techniques in a basic way basic way covering all the covering all the main methods main methods and techniquesand techniques

For a merit, For a merit, you need to you need to discussdiscuss the the benefits and benefits and use of each use of each approach approach

For a For a distinction, distinction, you need to you need to critically critically discuss discuss each each method and method and technique technique understanding understanding strengths and strengths and weaknessesweaknesses

The Researcher.

It’s my job to find out about the

people who use media products.I use different

types of research depending on what I want to find

out.

Most of the time, its important that I do research that is completely new and no one else has ever done before

This is called....

PRIMARY RESEARCH•Usually has a specific purpose•Original data (not copied)

PRIMARY RESEARCH

Interviews+ it is original data

- can take a long time

This is called....

SECONDARY RESEARCH•Research done by someone else•Can be used alongside other primary research•TV viewing figures are complied every week and used by lots of different companies

Sometimes, I cheat and use data that other people have already collected. I’ll usually change it a bit though...

SECONDARY RESEARCH

Data originally researched by someone else

This is called....

QUANTITIVE RESEARCH•Can be shown as a set of numbers•Can be displayed as charts and graphs•Can be measured

Sometime I just want to know simple things like how old my audiences are or how often they buy

my product

QUANTITIVE RESEARCH

Data that deals with numbers and amounts of things

But sometimes, its more important that I know what people are thinking and

why

This is called....

QUALITITIVE RESEARCH•Helps to find out the way people feel•Responses are personal•Can’t really be measured

QUALITITIVE RESEARCH

All about peoples thoughts and feelings