Introduction
Within
this assignment i would be analysing the different types of researched used
within media. i would be evaluating what primary and secondary research are and
the advantage and disadvantage impacts they have when they are used
within the industry. Also i would be evaluating what quantitative and
qualitative research is and the different types of impacts they have on the
industry. I also would be adding examples and print screens to support my work
in order to see the different types of research used. Also within this
assignment I would understand the nature and purposes of research within a
creative media. i would also develop the understanding and skills within a
research to a relevant creative media.
Primary Research
Primary
research is when a business or media production researcher would be gathering
information hands on, this indicates that they would be gathering information,
investigations and tests out by hand themselves as a business/ research rather
than from a published sources. The reason for primary researched being used is
so that the business/researcher have a hands on understanding of their audience
or the subject they are trying to find out about.
Advantages:
The
advantage of primary research is that their would be able to address the
specific issue at hand, which indicates they would be able to see the issues of
the specific situation themselves. An example of this is that if a business
would want to sell out a product, they would be need to see how the audience
would react the product, so they they would set out questionnaires or samples
of the product, so they can see the 'buyers behaviour'. However information
reported from ' secondary research' may not fit to the markets
needs, or it may not be the correct data needed. This would be likely to happen
as primary research is controlled by the market/audience so the information
collected would be more relevant. Another advantage of primary research is that
the business/researcher would have greater control, this indicates that the
business/researcher would be able to get a much larger control on the type of
information controlled, within this type of strategy the business/researcher
would be able to get a more persist collection of information which would
benefit them, this can include location, size, colour or any other type of
information which would benefit the business/researcher.
Another
advantage of primary research its more cheaper, as within 'secondary
research' they wouldn't have to pay a mass amount of money in order to
get the information needed. As the information collected would be focusing on
one issue, which the researcher themselves would be collecting, so the fund
wouldn't be at high rates. Another advantage of primary research is that the
information collected can be held for future references, yet also so that other
competitors wouldn't be able to get hold of the information which has been
collected.
Disadvantages:
On
the other hand there are disadvantages of primary research also have
disadvantage impacts on businesses/researchers because the time it takes them
to collect the information is very hard, as the time it takes to be done would
be lasting for a long period of time. For the business/researcher to get the
right collected information required, they are often do take much more longer,
as they would need to see the specific subject or product impacts within the
business, so the information may take time, as for example if the business does
an online survey, not as many people would be replying or answering the survey,
as some people may avoid the whole survey. Another disadvantage of
primary research is that they are not always feasible, this implies that when a
large company wants to see their service within their business, they wouldn't
be able to find out the infomation needed, as they are too large and some are
not achievable. For example a store like 'Apple store' wouldn't be able to do
it as they would need to hire a large amount of researchers to find out
'whether their service or product is appropriate', however this would be a
disadvantage as the fee would cost a lot, so this type of business would be
need to be sampling in order to meet their need and also to please the
customers needs,
Examples of Primary research:
Within
a questionnaire a research would be asking the audience questions about what
they would want within a movie and what interest them. The research would be
asking questions to their target audience, so in this case the researcher would
have to ask young adults from the age of 16 and above, as we believe those ages
are the appropriate ages which would be interest in movies, but also would be
able to give straight forwards answers which would be relevant for
later on research which is collected. So within a questionnaire the advantage
of them are that they are very efficient and they don't take time to fill in,
this means that the research would be able to get answers very quickly and be
able then to collect the result within that day. However the disadvantage of
questionnaire is that the candidates don't always answer the
questions, and not many people would answer the questions for you and would
help you to fill in the questionnaire, so this would make it hard for the
research to be able to have a bias amount of results and bias amount of reply.
- Telephone: Telephone is a type of way the research would be able to ask the
audience some question, calling from peoples telephones was a later on date
type of research, where businesses would call in people's houses ask them for
couple minutes so they can answer some questionnaire about the
business. Many of the audience wouldn't answer the questions as they would
either be busy, or they can't be asked to take some time to answer some
questions which they believe may not affect them. So for having research find
information and asking questions over the phone wouldn't be a good idea, as the
percentage of people taking their time to answer the questions is very low.
However the advantage of telephone questionnaires are, if the candidate calls
in to the business, after the business deals with their problems and help them,
they may ask them to answer some questions which may be relevant towards the
business, this is very positive idea as then the candidate would still
be on the phone and have time to answer the questions.
- Email - The business may send out emails to the audience, they would asking be
asking them to answer some questions for them when they are within the business
website, for example if the audience have an account within a website, the
business may send an email to the audience asking them about what they would
want within the movie or may ask them questions which are relevant to their
research.
- Face-to-Face - the most common type of way the research would ask the audience some
questions, as in this case, the research would be able to know that they would
either get a straight forward answer or they wouldn't, compared to
the telephone and the email as both of them the audience would be less likely
to answer some questionnaires compared to asking them face to
face.
- -Observations - When
the business would be looking over the product/service and what the
customers think of the product/service. An example of this would be what
they would want from the product, so the business would be looking at what
product/service is in demand within their business. They also would be
observing the time and dates which the customers come to the store or
would be observing the audience/customers behaviour and attitude.
- - Experimental research - When the business is making a new product and they are running the
scheme, this is when the business starts to make the product, an example
of this would be the timing and dates the service would be held at and the
packaging and colouring used for the product.
Within my research I have done some questionnaires;
however the one I have chosen to do is the face to face type of questionnaire,
as this would help me observe the audience attitude and behaviour towards the
questionnaire and also it’s less time consuming. Within another set, I would
explain the type of results I have found within my research.
Secondary
research
Secondary
research is when a business/research would be finding information on published
resources. The source is consisting of contemporary,
historical, qualitative and qualitative data. So when
the media industry is finding any information and they want to compare their
research to other research they would use secondary sources so that they can
see the similarities, or if the ‘producer’ wants to find information on a
specific project and how it was dealt with before and what people thought about
it.
Advantage:
There
are many advantages of secondary research, one of which is that it’s very quick
to get, this means that in term of ‘timing’ secondary research is much better
than primary research, because within secondary research the techniques used
are going to be using the internet, reading book, looking over Mintel reports.
All these types of secondary research were once before primary research however
was kept for future reference and also for other industry users to use. For
example if a producer wants to find what type of media genre there specific
target audience like, they would find information stored in the internet,
journals or magazines. As the information on the internet is ‘ease of access’
this another advantage of how secondary research, is that the data required
changed, because the internet has changed how secondary research is accessed by
it offering convenience this means that they can get the information access
from many locations. This is an advantage as for example if the director would
wanted a specific ‘equipment’ they are able to shop or order from online to get
the product, this is an advantage as they are able to access the types of
things they need quicker, rather than them finding the area and money being
wasted they would be using this type of research to save some money. Low cost
to obtain is another step to a positive impact on the media industry, as this
means that researched which is been taken or data which is given is much less
expensive than the amount it takes to find research themselves. An example of
this would be rather than making focus groups or face-face conversations which
requires staff and a location, when the research looks at information through
online, they are able to get the information in much quicker pace and
it doesn't cost as much as the other.
Disadvantage:
On
the hand there are some disadvantages the information being collected may not
be specific to the researched, this indicated that the researcher is going to
find it hard finding the right information they want. For example when the
research is looking online, there are many different websites, which they can
look up which would give them a brief information or view of what they want,
however some of the websites might not be to the extent the researcher would
want, this would impact the whole project as this could impact their progress.
Another disadvantage of secondary research is that the data/information
may be out of date. Out of date information would impact the researcher, as
they would be getting information which they wouldn't need, as the media is a
whole new generation and media changes, when the research gets information from
journals or books and they aren't up to date, this wouldn't be efficient for
the researcher and the project. Out of date information may offer little value
especially for media industry as they have a fast changing market.
Another
disadvantage of is the information which is collect may be incomplete this
indicates that the information which is collected is often a small amount of
information, which would be difficult for the researcher to use, this means
that it would be wasting the researchers time/money. The type of secondary
research this may affect is the online information, for
example Wikipedia can be changed around and the information
within Wikipedia isn't always correct, so then when the research is
finding specific information they may be getting information which isn't
correct or relevant. Another disadvantage of secondary research is some
research have large samples and involve large data files and difficult statistical
packages, this would impact the business, as this would be impacting their
timing, this means that the researcher would be having to slit the information
apart so it’s more relevant to them, however this would be a long progress
which would be impact the researchers deadlines.
Examples of Secondary Research
Online websites such as Odeon, VUE,
Twitter, and Facebook etc…these types of online websites would have information
about what the audience would have viewed about a specific movie or a film, for
example there are lots of different types of tweets from celebrities, students, parents and different types of
people who would be write their own opinion about a film or a drama, this would
help the business to see what they think about their production, so then they
would be able to get information on what they would need to improve or have
within their drama in order to get the consumers attention.
- Journals
– there are different types of journals and diaries people make that they
write down about the type of movies there are out and their opinions about
the movie, this would help the business as it would allow the business to
see the elements they can add to their production so that they can get the
audience attention and also they would see some element which were not
liked by the writer, so they may see those faults and compare to their drama
and try to stop preventing those types of miss faults.
- Magazines-
magazines are filling with information on what the audience think of a
series, film, drama or any production. There are both negative and
positive views within a magazine, however it helps a production team to be
able to see those faults and try to stop it from preventing in their movie
or production.
- Book /
Libraries - there are different type of books, which contain information
about what movies, dramas, series and other types of productions. The
information contains the amount each movie or production cost, how long it
took to produce to the amount of views it got. The books are mainly non-fiction,
so that indicates that the information within the books is not false information.
- Published
statistics – Publish statistics allows a research to be able to find how
much a production cost, to how much the production cost. The publish
statistics would allow a research to have an idea of how much their
production may cost and how much they would have to invest in order to
keep the project going. That would also mean that the business would be
able to see the different types of costs there are for each type of
productions.
Quantitative
Data
Quantities
data is data that can be counted and tested, and it’s agreeable to statistical
operations. Quantitative data defines whereas Qualitative data describes.
This indicates that when the researcher is finding information, when they
want numerical data, they would try to get quantitative data,
because quantitative data is more reliable and more realistic which
indicate that the research would try to find more qualitative data.
The advantage of qualitative data is that it is reproducible, this
indicates that the data can be re-used or re-changes so it’s more relevant and
up to date, this means that the information which the research would be getting
would be up to date, this is very important to the researcher so they are able
to be up to date with the changes in media industry, because as we all know the
media market changes seasonably.
(1)
Introduction
Within
this assignment i would be analysing the different types of researched used
within media. i would be evaluating what primary and secondary research are and
the advantage and disadvantage impacts they have when they are used
within the industry. Also i would be evaluating what quantitative and
qualitative research is and the different types of impacts they have on the
industry. I also would be adding examples and print screens to support my work
in order to see the different types of research used. Also within this
assignment I would understand the nature and purposes of research within a
creative media. i would also develop the understanding and skills within a
research to a relevant creative media.
Primary Research
Primary
research is when a business or media production researcher would be gathering
information hands on, this indicates that they would be gathering information,
investigations and tests out by hand themselves as a business/ research rather
than from a published sources. The reason for primary researched being used is
so that the business/researcher have a hands on understanding of their audience
or the subject they are trying to find out about.
Advantages:
The
advantage of primary research is that their would be able to address the
specific issue at hand, which indicates they would be able to see the issues of
the specific situation themselves. An example of this is that if a business
would want to sell out a product, they would be need to see how the audience
would react the product, so they they would set out questionnaires or samples
of the product, so they can see the 'buyers behaviour'. However information
reported from ' secondary research' may not fit to the markets
needs, or it may not be the correct data needed. This would be likely to happen
as primary research is controlled by the market/audience so the information
collected would be more relevant. Another advantage of primary research is that
the business/researcher would have greater control, this indicates that the
business/researcher would be able to get a much larger control on the type of
information controlled, within this type of strategy the business/researcher
would be able to get a more persist collection of information which would
benefit them, this can include location, size, colour or any other type of
information which would benefit the business/researcher.
Another
advantage of primary research its more cheaper, as within 'secondary
research' they wouldn't have to pay a mass amount of money in order to
get the information needed. As the information collected would be focusing on
one issue, which the researcher themselves would be collecting, so the fund
wouldn't be at high rates. Another advantage of primary research is that the
information collected can be held for future references, yet also so that other
competitors wouldn't be able to get hold of the information which has been
collected.
Disadvantages:
On
the other hand there are disadvantages of primary research also have
disadvantage impacts on businesses/researchers because the time it takes them
to collect the information is very hard, as the time it takes to be done would
be lasting for a long period of time. For the business/researcher to get the
right collected information required, they are often do take much more longer,
as they would need to see the specific subject or product impacts within the
business, so the information may take time, as for example if the business does
an online survey, not as many people would be replying or answering the survey,
as some people may avoid the whole survey. Another disadvantage of
primary research is that they are not always feasible, this implies that when a
large company wants to see their service within their business, they wouldn't
be able to find out the infomation needed, as they are too large and some are
not achievable. For example a store like 'Apple store' wouldn't be able to do
it as they would need to hire a large amount of researchers to find out
'whether their service or product is appropriate', however this would be a
disadvantage as the fee would cost a lot, so this type of business would be
need to be sampling in order to meet their need and also to please the
customers needs,
Examples of Primary research:
Within
a questionnaire a research would be asking the audience questions about what
they would want within a movie and what interest them. The research would be
asking questions to their target audience, so in this case the researcher would
have to ask young adults from the age of 16 and above, as we believe those ages
are the appropriate ages which would be interest in movies, but also would be
able to give straight forwards answers which would be relevant for
later on research which is collected. So within a questionnaire the advantage
of them are that they are very efficient and they don't take time to fill in,
this means that the research would be able to get answers very quickly and be
able then to collect the result within that day. However the disadvantage of
questionnaire is that the candidates don't always answer the
questions, and not many people would answer the questions for you and would
help you to fill in the questionnaire, so this would make it hard for the
research to be able to have a bias amount of results and bias amount of reply.
- Telephone: Telephone is a type of way the research would be able to ask the
audience some question, calling from peoples telephones was a later on date
type of research, where businesses would call in people's houses ask them for
couple minutes so they can answer some questionnaire about the
business. Many of the audience wouldn't answer the questions as they would
either be busy, or they can't be asked to take some time to answer some
questions which they believe may not affect them. So for having research find
information and asking questions over the phone wouldn't be a good idea, as the
percentage of people taking their time to answer the questions is very low.
However the advantage of telephone questionnaires are, if the candidate calls
in to the business, after the business deals with their problems and help them,
they may ask them to answer some questions which may be relevant towards the
business, this is very positive idea as then the candidate would still
be on the phone and have time to answer the questions.
- Email - The business may send out emails to the audience, they would asking be
asking them to answer some questions for them when they are within the business
website, for example if the audience have an account within a website, the
business may send an email to the audience asking them about what they would
want within the movie or may ask them questions which are relevant to their
research.
- Face-to-Face - the most common type of way the research would ask the audience some
questions, as in this case, the research would be able to know that they would
either get a straight forward answer or they wouldn't, compared to
the telephone and the email as both of them the audience would be less likely
to answer some questionnaires compared to asking them face to
face.
- -Observations - When
the business would be looking over the product/service and what the
customers think of the product/service. An example of this would be what
they would want from the product, so the business would be looking at what
product/service is in demand within their business. They also would be
observing the time and dates which the customers come to the store or
would be observing the audience/customers behaviour and attitude.
- - Experimental research - When the business is making a new product and they are running the
scheme, this is when the business starts to make the product, an example
of this would be the timing and dates the service would be held at and the
packaging and colouring used for the product.
Within my research I have done some questionnaires;
however the one I have chosen to do is the face to face type of questionnaire,
as this would help me observe the audience attitude and behaviour towards the
questionnaire and also it’s less time consuming. Within another set, I would
explain the type of results I have found within my research.
Secondary
research
Secondary
research is when a business/research would be finding information on published
resources. The source is consisting of contemporary,
historical, qualitative and qualitative data. So when
the media industry is finding any information and they want to compare their
research to other research they would use secondary sources so that they can
see the similarities, or if the ‘producer’ wants to find information on a
specific project and how it was dealt with before and what people thought about
it.
Advantage:
There
are many advantages of secondary research, one of which is that it’s very quick
to get, this means that in term of ‘timing’ secondary research is much better
than primary research, because within secondary research the techniques used
are going to be using the internet, reading book, looking over Mintel reports.
All these types of secondary research were once before primary research however
was kept for future reference and also for other industry users to use. For
example if a producer wants to find what type of media genre there specific
target audience like, they would find information stored in the internet,
journals or magazines. As the information on the internet is ‘ease of access’
this another advantage of how secondary research, is that the data required
changed, because the internet has changed how secondary research is accessed by
it offering convenience this means that they can get the information access
from many locations. This is an advantage as for example if the director would
wanted a specific ‘equipment’ they are able to shop or order from online to get
the product, this is an advantage as they are able to access the types of
things they need quicker, rather than them finding the area and money being
wasted they would be using this type of research to save some money. Low cost
to obtain is another step to a positive impact on the media industry, as this
means that researched which is been taken or data which is given is much less
expensive than the amount it takes to find research themselves. An example of
this would be rather than making focus groups or face-face conversations which
requires staff and a location, when the research looks at information through
online, they are able to get the information in much quicker pace and
it doesn't cost as much as the other.
Disadvantage:
On
the hand there are some disadvantages the information being collected may not
be specific to the researched, this indicated that the researcher is going to
find it hard finding the right information they want. For example when the
research is looking online, there are many different websites, which they can
look up which would give them a brief information or view of what they want,
however some of the websites might not be to the extent the researcher would
want, this would impact the whole project as this could impact their progress.
Another disadvantage of secondary research is that the data/information
may be out of date. Out of date information would impact the researcher, as
they would be getting information which they wouldn't need, as the media is a
whole new generation and media changes, when the research gets information from
journals or books and they aren't up to date, this wouldn't be efficient for
the researcher and the project. Out of date information may offer little value
especially for media industry as they have a fast changing market.
Another
disadvantage of is the information which is collect may be incomplete this
indicates that the information which is collected is often a small amount of
information, which would be difficult for the researcher to use, this means
that it would be wasting the researchers time/money. The type of secondary
research this may affect is the online information, for
example Wikipedia can be changed around and the information
within Wikipedia isn't always correct, so then when the research is
finding specific information they may be getting information which isn't
correct or relevant. Another disadvantage of secondary research is some
research have large samples and involve large data files and difficult statistical
packages, this would impact the business, as this would be impacting their
timing, this means that the researcher would be having to slit the information
apart so it’s more relevant to them, however this would be a long progress
which would be impact the researchers deadlines.
Examples of Secondary Research
Online websites such as Odeon, VUE,
Twitter, and Facebook etc…these types of online websites would have information
about what the audience would have viewed about a specific movie or a film, for
example there are lots of different types of tweets from celebrities, students, parents and different types of
people who would be write their own opinion about a film or a drama, this would
help the business to see what they think about their production, so then they
would be able to get information on what they would need to improve or have
within their drama in order to get the consumers attention.
- Journals
– there are different types of journals and diaries people make that they
write down about the type of movies there are out and their opinions about
the movie, this would help the business as it would allow the business to
see the elements they can add to their production so that they can get the
audience attention and also they would see some element which were not
liked by the writer, so they may see those faults and compare to their drama
and try to stop preventing those types of miss faults.
- Magazines-
magazines are filling with information on what the audience think of a
series, film, drama or any production. There are both negative and
positive views within a magazine, however it helps a production team to be
able to see those faults and try to stop it from preventing in their movie
or production.
- Book /
Libraries - there are different type of books, which contain information
about what movies, dramas, series and other types of productions. The
information contains the amount each movie or production cost, how long it
took to produce to the amount of views it got. The books are mainly non-fiction,
so that indicates that the information within the books is not false information.
- Published
statistics – Publish statistics allows a research to be able to find how
much a production cost, to how much the production cost. The publish
statistics would allow a research to have an idea of how much their
production may cost and how much they would have to invest in order to
keep the project going. That would also mean that the business would be
able to see the different types of costs there are for each type of
productions.
Quantitative
Data
Quantities
data is data that can be counted and tested, and it’s agreeable to statistical
operations. Quantitative data defines whereas Qualitative data describes.
This indicates that when the researcher is finding information, when they
want numerical data, they would try to get quantitative data,
because quantitative data is more reliable and more realistic which
indicate that the research would try to find more qualitative data.
The advantage of qualitative data is that it is reproducible, this
indicates that the data can be re-used or re-changes so it’s more relevant and
up to date, this means that the information which the research would be getting
would be up to date, this is very important to the researcher so they are able
to be up to date with the changes in media industry, because as we all know the
media market changes seasonably.
