Research

Research

Types of research

Primary

Secondary

Collecting new data through direct contact with people through interviews, focus groups and surveys Examples Interviews Focus groups Surveys Questionnaires  Advantages / Disadvantages High level of validity Biased Might only be asking a small group (both advantage and disadvantage) More reliable data If face to face (focus group) you can ask for more detailed explanations Focus groups - can show prototypes of visualisation diagrams Creating/Sharing surveys and questionnaires can be free and easy to send to people

Relies on existing data and information published on the internet, magazines or other reliable sources Examples Internet Magazines Books TV interviews that have been rewritten Articles Advantages / Disadvantages  Gathering research is free. Its all easily accessible Unreliable Doesn’t have an validity Research dates might be out of date - It might be reflective of the time that the data has been gathered  You don’t know the age groups Might be non specific data Help to support primary research and you can use it to base your own research

Market and audience research

Market research is an effort to gather information about target markets and audience.

It is a very important part of any media company’s business strategy. Market research helps them identify and analyse the needs of the market, the market size and the competition. It also allows them to understand the target audience what they expect and desire.

The research is both qualitative techniques such as focus groups an in-depth interviews, as well as quantitative techniques such as customer surveys, and the analysis of secondary data.

Types of Data

Quantitative	Qualitative
Data that is easily quantified and therefore easy to analyse and measure Answers tend to be short and limited Questions seek out closed responses Example Closed questions Surveys  Page traffic	Data that is difficult to quantify and therefore takes longer to analyse Answers are more detailed and better in quality Questions are open ended Examples Observation Open questions Case Studies