Research Purposes

Audience
Recap Audience
profiling

• https://forms.office.com/Pages/ResponsePage.aspx?id=f
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Aims & Objectives

Describe methods that can be used to Identify the advantages and disadvantages
research your audience? of different types of reseacrh
 Introduction to
research
• What is research?
• When do we research
• What could be some examples for
our normal daily activities?
 Examples of normal
daily research
• What movie to see? watch some
trailers in advance?
• What takeaway to order? check out the
reviews from different restaurants
• Buying new shoes, look around every
shop to finally go back to the first
shop?
What types of
research are
there?
In pairs draw up a list of as
many ways to research as you
can think of?
Market research
Primary v Secondary
• Some of those techniques are primary research and some were
secondary
• What does it mean?
• Field research is primary
• Desk research is secondary
Which is which?

Primary or Secondary? Primary or Secondary?

• face-to-face interview • Sales figures
• postal survey • newspapers
• focus group • websites
• hall test • government publications e.g.
• telephone interview social trends
• online survey • commercial publications e.g.
Keynote and Mintel reports
• observation
 How could we define the
difference?
• Primary research is conducted by you
• Secondary research was conducted by
someone else
• What pros and cons can you think of for both?
Primary v Secondary research

Primary Secondary

• You can be very specific for your • Saves time

project • Inexpensive
• You are in control of the data • Widely available

• Can be time consuming • May be out of date

• Can be expensive • May be biased
 What is the difference?
Quantitative
v Qualitative Think about the words

Quantity v Quality
 Quantitative data can be counted,
measured, and expressed using
numbers.
Quantitative v
Qualitative
Qualitative data is descriptive.
Qualitative data can be categorized
based on traits and characteristics.
(think back to the 7 kinds of people in
the world)
Comparison

Quantitative Qualitative
• Numerical • Descriptive
• Tests • Texts and documents
• Experiments • Audio and video recordings
• Surveys • Interviews and focus groups
• Market reports and results • Observations and notes
• Metrics
Pros and cons of Quantitative... In groups

Advantage Disadvantage
Pros and cons of Quantitative
Advantage
• Data is easy to collect and can
be found preprepared
• Data is easy to analyse
• Saves time
• Inexpensive
• Can give insights into trends
• Can be easily compared to other
historic reports
Disadvantage
• Doesn’t explain why anything
happened
• Doesn’t give reasons for trends
• May lack reliability of sample
size, location and age is no not
valid
• Can be misleading
Pros and cons of Qualitative... In groups

Advantage Disadvantage
Pros and cons of Qualitative... In groups
Advantage
• Focusing on understanding the
consumer's needs and changing
attitudes
• Can highlight issues and
problems that need to be
considered
• Can be a good way to test
products before launch
Disadvantage
• Can be expensive and very time
consuming
• Based around opinions
• Need to have a large percentage
of a group to get worthwhile
results otherwise it may reflect
only a minority
Why do we need to research for media?
• https://www.bbc.co.uk/bitesize/guides/z3k9nbk/video
• Consider
• Why do Producers Look at other similar programmes?
• What are the 4 ways of conducting audience research?
• Why is the research the first thing they look at?
Why do we need to research for media?
Why do Producers Look at other similar programmes?
What were the 4 ways of conducting audience research?
Why is the research the first thing they look at?
Target Audience
Primary research
Let's give it a go in groups of 4
We will conduct a mini focus group
Identify 2 questions relevant to your podcast subject
Plan question 1 to gain quantitative data
Plan question 2 to gain qualitative data
Eg Michael football Do you watch football? 2/4 what percentage? Why do you watch football?

Take it in turns posing your questions to your group

Record the data, either note it down or audio record it
Questionnaires ideas...
• Build your own using Microsoft Forms
• Ease in with Demographic Questions e.g. where they live, what age range they fall into,
what level of education they have etc.
• When it comes to information that's more personal (ethnicity, gender identity, faith),
decide what's most relevant to your podcast and its growth, add in an option 'prefer
not to say'
• Opinions about format, what sort of podcast do they like to listen to?
• What sort of content do they like to listen to?
• How often do they listen to podcast?
• When/where are they when they listen
• What makes them decide to listen to a podcast.
• Now add in some of your specific topic questions that will help you build your content
and discussion points
Questionnaires / surveys
Now email the survey link to the rest of your group.
Before next week complete everyone's survey.
 Primary v secondary?

Summary Quantitative v Qualitative

Next week's class, look into the

following BARB and RAJAR