The Nature and Purposes of Research in the Creative Media Industries

Types/methods of Research:

Quantitative data are data that emphasizes objective measure and statistical, mathematical, or numerical analysis (data that shows empirical proof) [libguides.usc.edu]. This includes questionnaires and surveys, using these methods of gathering – will get the production company information that will easily be turned into a numerical data or statistics. Box-office is included within the gathering of quantitative data. For our 3MW project, my group decided to do a questionnaire that provided us statistical data to support our research. 

Qualitative data is used to gain an understanding of underlying reasons, opinions, and motivations [snapsurveys.com]. In the media context, qualitative research, data that are collected tells us how we are, how we think and act in a realistic context [David Engelby - slideshare]. Through qualitative research – production company will be able to gain in-depth answers to questions asked, therefore, it gives a lot of information on a certain product. These gathered data, however, can not be put into graphs, therefore, it will be time consuming to summarise as the answers might be too detailed. For the animation project, we did a group feedback for our first draft, as this is a form of review - it is considered to be a qualitative data. 

In my opinion, I feel that quantitative data is better than qualitative data, as it shows factual and statistical information. It is easier to look at graphs and numerical data, as well as, analysing them and interpreting them, in comparison to qualitative data. However, qualitative data offer in-depth information focusing on the product in which you can't put into measure, but it is very time consuming to analyse and interpret the data collected.

Primary research is gathering data that has not been collected before and is collected by yourself. An example of this would be an interview, observation, questionnaires, surveys and other more. This process can be lengthy and costly; however, this process would help you to collect data that is relevant to the audiences’ needs. An advantage of using primary research is that the data collected hasn’t been modified, therefore, it is original and is more reliable.
For the documentary my group created, we collected online survey using surveymonkey, as well as, survey on site for our quantitative data and we conducted an interview to gather our qualitative data. We also did a questionnaire for our TV advert project. 



For the TV Advert project we've done a survey about our finished Magnum advertisement, the answers we've got are both qualitative and quantitative data. This means that we are able to draw in-depth information by the information given with qualitative answers and we can show numerical statistics through quantitative answers in which we can present as graphs. Feedbacks were given and this is a form of qualitative data where an information about improvement is given.

For the 3MW we've performed a primary research providing both quantitative and qualitative data. We've used surveymonkey to gain our quantitative research where we asked questions in relations to paranormal activities or experiences. The website automatically creates a graph for you to look at, therefore, it is easy to analyse the result we have gathered. 

We have also done an interview with two sets of group, general interview and people who have had experience the paranormal. It gave us an in-depth sight to both groups, and gave us information to work on and this helped us shape on how we're to do in our documentary.

Secondary research is gathering data that already existed. This data could be collected from books, journals, newspapers, the Internet. Within the creative industry, secondary research is the most common method when doing a research. Using a secondary data is cheaper than collecting primary data, although, it’s a quicker process of data gathering – this process might not be as reliable as primary research.
For our documentary, we used various websites and newspapers that was relatively related to our documentary. Another secondary research I've done was for the Animation project where I did a research for my E4 and the Brief. The research contains a lot of data collecting through the website itself, as well as, try and find figures to support my research, therefore, this is a secondary research.

In my opinion, I feel that primary research is better than secondary research, as the data has not been modified and is specific and exploratory. However, secondary data is cheaper and less time consuming than primary data, therefore, it is best to gather secondary data to get general impressions of the demographics and trends. 


Data Gathering Agencies is an agency that gathers data and records consumption of footage which then is available for the public use. An example of this would be the viewership and Television ratings – BARB is an example of a data gathering agency.  

Source

BARB is the organisation that complies audience measurement and television ratings in the United Kingdom (Wikipedia). BARB is essential and vital to advertising company, as based on the information that were collected, this then could match their advert to their target audience and it is easier to promote the product. 




IMDb is an online database linked to films, television programs and video games. The website includes various information such as the casts, production crews, fictional character, biographies, plot summaries, trivia and reviews.




Purpose of research:


Market Research is where the product company does a research on a specific market, the process includes gathering and analysing data, where it will get interpreted. This can also be applied not only on a specific market, but also products or services that will be marketed for specific audience, this can be aimed at past, current or potential customers. The research gathers information such as customers' characteristics, spending habits and other more. It also looks at the competitors and the industry as a whole. They use primary and secondary data information to draw up conclusions.

Audience Research this looks at whether the product has reached its target audience. With audience research, the product could be change if necessary to tailor its target audiences - this helps as it ensures that the promotion for the product or services isn't wasted due to it being marketed at the wrong audience.

Product Research this process helps the product have a content, where is the best place to promote it, as well as the post production process. Product research helps gain reaction from the targeted audience where this information helps the product maker gain information about its incoming and outgoing costs.

For the purpose of research, I've done a presentation regarding a re-branding of a Unilever product for a different audience. The presentation included the existing market audience and its demographics, this is to show whether it is possible to select and change a new target audience.

I decided to do a presentation of re-branding POT NOODLES, where its primary audience were male who are under the age of 24. I also looked at its current demographics, which the audience falls under Class C, D, and E. Its psychographics falls under the categories of strugglers and mainstreamers, as the reason for this was, it was easy to prepare and is affordable. The advert is mostly showing in ITV at around 1pm to 9pm

The reason for this research would be, to set a new target audience, you would have to research that particular audience that you want to advertise the advertisement. For example, in my re-branding, I decided to re-brand the POT NOODLES to appeal more to working women with teenager children. The noodles could be easily prepared; therefore, it could appeal more to the working women to prepare for the family. However, the new advertisement would still have to comply to the BCAP code, for the advertisement to be approved.