What is Research and why?
In this assignment I am exploring research in the media
industry – how it works and its purpose. Research is a systematic investigation
into a targeted thing to gain a larger understanding of it. Research is
generally focused and specific and requires gathering evidence to make factual
evaluations or insights. For example we may read an article on a specific news
story to gain more knowledge of it, or create a survey to test a hypothesis –
either is research.
In media, companies research the audience to increase their
commercial revenue and attention; this is particularly true in advertising,
where a company will research target audience times and how the targeted
audience reacts to the product and advert. Research is therefore essential in
the advertising industry, as the industry is based on selling to the public.
Research Methods
There are many methods to use when undertaking research for
advertising and a company will use the one that gives them the most vivid
understanding. These methods can be split into two categories: Quantitative and Qualitative research.
Quantitative research
is the use of facts and information to reach a consensus. This will include
surveys, number of viewers, ratings etc. Quantitative research will use
specific, focused questions created to produce fact such as “How often do you
buy plants and gardening supplies?” and the participant would have to choose from options
such as ‘once a week’ ( Marketing Donut) - this would
therefore produce factual evidence from which the company can make
confident decisions off. This is the reason why Quantitative research is used
so extensively in the advertising industry.
However Quantitative research has its disadvantages – ‘The main disadvantage of
quantitative research is the context of the study or experiment is ignored.
Quantitative research does not study things in a natural setting or discuss the
meaning things have for different people as qualitative research does.’ (Ehow.co.uk).
Another disadvantage is the time consumed in undertaking quantitative
research, which uses large amounts of people. This means to gather accurate
Quantitative research would consume a large amount of time and maybe
impractical if deadlines are involved.
Quantitative
research will usually involve postal or internet surveys, as this will reach
the maximum amount of people in a cost effective and small time frame.
Quantitative research can be used to see how the sales of a product are going.
Qualitative research
is based on opinion and preference. Research will be gathered from things such
as interviews or groups, conducted over the internet, phone or face to face.
These groups will range usually from two to ten individuals. Qualitative
research allows the researcher to gather information of opinion such as - What customers or prospects think and feel about
your product or service? (Marketing Donut) . Qualitative research
is about getting into the minds of your customers and seeing what drives their
decision to better enhance your service/product.
However there are disadvantages to Qualitative research, when dealing with
peoples characters – as essentially the research is based on opinion and
preference. This can mean when analyzing the data, bias can be an issue. Also ‘Getting clear
results from qualitative research can be difficult. Some people may be positive
just to be polite, while others may be overbearing and dominate the discussion.
You are also working with small samples of your target market.’ (Marketing
Donut)This portrays how a researcher must be careful in their
questions and the members of their group, as the research could give false
perceptions.
Qualitative
research will usually be in the form of a questionnaire or an interview and is
used extensively in social science. This aim of it will be to find out what
someone does and why they do it; this makes qualitative research incredibly
important in the advertising industry as adverts are made to influence opinion.
‘Qualitative research is designed to reveal a target audience’s range of
behaviour and the perceptions that drive it with reference to specific topics
or issues. It uses in-depth studies of small groups of people to guide and
support the construction of hypotheses. The results of qualitative research are
descriptive rather than predictive.
Qualitative
research methods originated in the social and behavioural sciences: sociology,
anthropology and psychology. Today, qualitative methods in the field of
marketing research include in-depth interviews with individuals, group
discussions (from two to ten participants is typical); diary and journal
exercises; and in-context observations. Sessions may be conducted in person, by
telephone, via videoconferencing and via the Internet.’ (QRCA)
Research can be split into Primary and Secondary. Primary
Research includes interviews, questioners and focus groups, as well as any
quantitative research carried out by the researcher. Therefore Primary Research
is seen as more accurate as it relates directly to the hypothesis the
researcher is exploring. It also has ‘Greater Control’ - it also enables the marketer to have a higher level of control over
how the information is collected. In this way the marketer can decide on such
issues as size of project (e.g., how many responses), location of research
(e.g., geographic area) and time frame for completing the project.” (www.KnowThis.com)
This is why Primary Research is integral, as it gives specific and crucial
information that secondary research cannot give.
Secondary research
is research already carried out by another researcher, which one could use to
test their hypothesis. The advantage for secondary research is that it can draw
up conclusions quickly and easily. However it isn’t considered that accurate,
as the research is usually older and is testing someone else’s hypothesis.
Another type of research is audience
research. This deals with the size and profile of an audience, whether they are
aware of the product or service and what they think. Audience research is used
to gather information on the target audience, to best maximise revenue and
attention. The company can refine their product or service, based on the
information from audience research, such as – what time to schedule a show to
get the greatest amount of targeted age viewers.
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Examples
There exists companies or services that regulate media and
provide accurate quantitative research of audience behaviour.
OFCOM is the most widely known and is the government
approved regulatory and competition authority for the postal,
telecommunications and broadcasting industries of the United Kingdom. OFCOM has
a duty to represent the interests of the citizens and consumers by protecting
the public from harmful material and promoting good competition in order to
create improved showings across the board.
'Some of the main areas Ofcom presides over are licensing, research, codes and policies, complaints; competition and protecting the radio spectrum from abuse (e.g. pirate radio stations)'. (OFCOM)
RAJAR is a company that provides quantitative research into audio
media, such as when and where it is being consumed within a certain
environment; this includes device usage, actuivities, location, who listened.
Audio media researched includes audio types such as Podcasts, Live and Catch up
Radio and on demand music services.
BARB is a company that delivers official viewing figures for
UK television audiences. They in turn commission research companies to collect
the data that represent the viewing patterns and behaviour of the 26 million
households that view television in the UK. Companies such as broadcasters and
advertisers come to BARB for 'a minute by minute breakdown of viewing at regional
and national levels' (BARB). This
information is crucial for assessing advertising campaign, channels and
programmes effectiveness.
Purpose
The purpose of research is to determine the following; how
best to sell a product; maximize exposure and customers; potential revenue; commercial viability of
creating the show/product/service; personnel and location. All these things are
integral for a company and that is why research and good researchers are so
valued.
When undertaking audience research, researchers split the
audience into categories to best extract the relevant information. There are
have been many different models created to fulfil this and split the audience
into different categories.
Young
and Rubicans 4C's model
The Aspirer – These are materialistic people who are
driven by others perceptions. As a result, they mould their appearance to
extract the greatest and most positive social reaction. Their goal in life is
status.
The Explorer – These people are driven by the need to
explore and challenge themselves. They are usually young and respond to brands
that represent sensation and indulgence.
The Reformer – People who value their own independent
judgement over anything else. They are the most anti materialistic of all the
groups and are usually socially aware and tolerant.
The Mainstream – People who conform completely to
society. They stick to established and safe brands and have a need for security
and comfort. They are the largest group
The Succeeder- seeks reward and prestige through
their image. They possess self confidence and will seek out the best in life.
Their aim is for control.
The Struggler- live for today and make few future
plans. They are usually disorganised and have little motivation. They consume
copious amounts of stimulants and their brands are chosen for visual impact and
physical sensation.
The Resigned – Predominately old. They bask in the
past and will enjoy traditional and safe roles. Their brand choices are driven
by safety and economic interest.
Researchers will use this model to focus on a target
audience of a product and sell it best to that sector.
Class Category
Upper Middle class -
Higher managerial, administrative, or professional
Middle class – Intermediate managerial, administrative or
professional
Lower middle class- Supervisory or clerical and junior
managerial, administrative or professional
Skilled working class – Skilled manual worker
Working class – Semi Skilled and unskilled manual workers
Lowest level of subsistence – State pensioner, casual or lowest
grade workers
Geodemographics – describing a group of people based on
where they live
Physcographics – a way of describing a group of people based
on their attitude
Secondary
research sites
www.MarketinProfs.com
Market Research
Market research is undertaken to maximise the developer’s profits in the creation a certain idea. It reduces the risk of the product failing once produced which is essential for making money and potential further ventures. There are four main outcomes from performing market research which are: audience data, audience awareness, product reach and competitor analysis.
First the researcher would find out if the public liked the idea and would buy it/ watch it etc. If a film or game was released with bloody violence the researcher would ask perhaps an adult age range from 18-35 , rather than pensioners, as this would be their target audience.
Audience awareness tests the advertising of the product - whether users know about the release of it. For example advertisements for a football game like “Fifa” should be advertised during the break of a football game where there are sports fans watching; or WWE during televised fights.
Using the example of a game product reach would include information on how users will play the game. Some may play the campaign and some online. Children would prefer to play exciting games like whilst adults would prefer to play mind and thinking games. Product reach is essentially how many people could the product reach – the more that it does, the more money.
Competitor analysis is about researching competition for a particular idea and seeing the quality the company may come up against. For example Fifa is a hugely successful and popular football game so not many companies would want to create a football game, as Fifa has all the attention and revenue – it would simply not be profitable.
Market research is undertaken to maximise the developer’s profits in the creation a certain idea. It reduces the risk of the product failing once produced which is essential for making money and potential further ventures. There are four main outcomes from performing market research which are: audience data, audience awareness, product reach and competitor analysis.
First the researcher would find out if the public liked the idea and would buy it/ watch it etc. If a film or game was released with bloody violence the researcher would ask perhaps an adult age range from 18-35 , rather than pensioners, as this would be their target audience.
Audience awareness tests the advertising of the product - whether users know about the release of it. For example advertisements for a football game like “Fifa” should be advertised during the break of a football game where there are sports fans watching; or WWE during televised fights.
Using the example of a game product reach would include information on how users will play the game. Some may play the campaign and some online. Children would prefer to play exciting games like whilst adults would prefer to play mind and thinking games. Product reach is essentially how many people could the product reach – the more that it does, the more money.
Competitor analysis is about researching competition for a particular idea and seeing the quality the company may come up against. For example Fifa is a hugely successful and popular football game so not many companies would want to create a football game, as Fifa has all the attention and revenue – it would simply not be profitable.
All of these make up market research, each being
essential for the company to have an insight into a market where they’re
wanting to sell their product.
Production Research
Production research includes content and research on commercial viability and plan for the post production process. Production research can include researchers searching for a location or personnel to work on the idea. Production research also includes advertising – where is most effective to place the advertising to get the most attention. This can be where to place the advert in scheduling on TV, location for the advertisement of the product or events and celebrity endorsement which would help it sell. Production research to this effect is essential in creating the best product possible and making it successful through good exposure
Production Research
Production research includes content and research on commercial viability and plan for the post production process. Production research can include researchers searching for a location or personnel to work on the idea. Production research also includes advertising – where is most effective to place the advertising to get the most attention. This can be where to place the advert in scheduling on TV, location for the advertisement of the product or events and celebrity endorsement which would help it sell. Production research to this effect is essential in creating the best product possible and making it successful through good exposure
Issues surrounding media research
Media research can be undertaken as block statistics, however this can raise privacy concerns. If a company were to provide specific statistics on the locations of the viewers it could potentially infringe on their privacy.
Also research is open to bias of individuals and trends of areas. A researcher must be very careful to incorporate a wide range of participants which represent the wider audience and to not focus on certain areas which may all watch a certain show.
Media research can be undertaken as block statistics, however this can raise privacy concerns. If a company were to provide specific statistics on the locations of the viewers it could potentially infringe on their privacy.
Also research is open to bias of individuals and trends of areas. A researcher must be very careful to incorporate a wide range of participants which represent the wider audience and to not focus on certain areas which may all watch a certain show.
Conclusion
Research is integral for anything to start up and perform well. In a world of increasing competition, the creator must target sections of the public to sell it too and to sell it well; in order to do this research must be undertaken to this effect. In this essay I have explored the different types of research including quantitative and qualitative and have learnt where both would be used in differing circumstances. I now understand the processes that go into research and the grouping of the audience/ public as well as how researchers can rely on secondary research to come to quick and low resource conclusions. I also understand about market and production research which is essential in the media world for creating a successful media product.
Research is integral for anything to start up and perform well. In a world of increasing competition, the creator must target sections of the public to sell it too and to sell it well; in order to do this research must be undertaken to this effect. In this essay I have explored the different types of research including quantitative and qualitative and have learnt where both would be used in differing circumstances. I now understand the processes that go into research and the grouping of the audience/ public as well as how researchers can rely on secondary research to come to quick and low resource conclusions. I also understand about market and production research which is essential in the media world for creating a successful media product.
Bibliography
www.MarketingDonut.co.uk – Surveys and marketing information
www.knowthis.com/data-collection-primary-research.../primary-research-advantages - Primary Research
infomation
http://www.slideshare.net/marleylong/audience-27055236
- Marketing and Production research information
