3.
Quantitative research
Qualitative researchers aim to gather in-depth information, for
example from focus groups, interviews and questionnaires. This
type of research is used mainly for market research. It is used to
find out personal information. It is a type of research that involves
seeking in depth information about a subject, often looking at
attitudes, perceptions and usage behaviour, normally conducted
with small groups of people. An advantage is you can gather more
information and opinions. This type of research is suitable to the
audience you are catering for. A disadvantage is you get mixed
opinions and this is not very reliable because you don’t get the
most useful information from them.
Types of research
4.
Qualitative research
Quantitative research is research that involves numbers; the type
of documents that are relevant to this type of research is censuses,
questionnaires, graphs and charts. Quantitative research can also
be applied to database and the quantitative analysis of other
marketing data sets. An advantage is that it is a lot faster and a lot
more reliable. You can also gather more information and can be
displayed well by diagrams. A disadvantage of this research is that
the quality of information is not perfect as there is no depth to the
information gained.
Types of research
5.
Secondary research
Secondary data is data that already exists and has been collected by
someone else for another purpose. Secondary research involves the
investigation of secondary sources of data. It involves processing
data that has already been collected by another party. This type of
research means finding information from third-party sources such
as marketing research reports, company websites, magazine articles,
books, journals, newspapers, film archives and other sources.
Archive materials are a good way of finding out statistics about
historical data. Newspapers are good way of keeping up to date
with the latest news on your research. Secondary information could
be found by looking in libraries, the internet and also by doing
interviews. Secondary data is very easy to access and will not take a
lot of time.
Methods and sources of research
6. Primary research
Primary research involves getting original data directly about a
product, a market or a subject. Primary research data is data that did
not exist before. It is designed to answer specific questions of interest
to the topic. Primary research is when you carry out your own
research and investigations for your own personal use. Examples of
primary research are carrying out questionnaires, focus groups,
interviews and observations. An advantage for this type of research
is that the answers you receive are in great detail and are relevant to
your topic. A major disadvantage for this type of research is that it
takes too long to collect and also it can invade some people’s privacy,
those who may not want to take part in your research. The best type
of primary research is gathering information from a focus group
because you get first-hand information from a range of people and
get a range of views. You are also able to pick out the information
you find relevant and put it towards your research report.
Methods and sources of research
7. Interviews
A structured interview is an interview that is organised. The
interviewer reads out the questions and records the all the
information gathered by writing it down, using an audio tape or
using a portable device for example a laptop. Structured interviews
are straightforward and are used to collect information for example
about the respondent’s age, gender, educational qualifications and
occupation.
Methods and sources of research
8.
Face-to-face interviews
Face-to-face interviews are interviews when the interviewer and the
person being interviewed are present. Face-to-face interviews are
used to gain information; this is also known as primary research as
you are gaining the information yourself. You are able to gain a lot of
information of good quality, as you are able to filter what you need
and what you don't need. When having a face-to-face interview, the
conversation can be partly spontaneous; you are able to ask extra
questions that may come into mind during the interview. You are
able to find out exactly what your audiences opinions and interests
are.
Methods and sources of research
9.
Observations
Participant observation is a way of finding out about a person’s life. A
way to find out is by joining the person or group with their daily
activities. You would observe what they say and what they do.
Conduction research involves looking and listening, asking questions,
the key informant, hanging around, recording observations and in the
field. In participant observation it involves looking and listening,
however, it is important to not influence people behaviour. You
should observe what is in front of you. The main aim for observation
is that it is important to observe someone in their natural setting,
somewhere they feel comfortable. It is important to blend into to
background and try not to be noticed. This way you would get the
best research.
Methods and sources of research
10.
Questionnaires
Questionnaires are a list of questions. They used to gather information
about a certain topic. They are used for social surveys. Questionnaires
are sometimes handed out in first person to the respondent; however,
they can also be posted out to reach its target audience. A self-
completion questionnaire is when the respondent is asked to fill the
questionnaire in by themselves. Questionnaires produce research that
can be compared, this is because you are able to gather different views
but the questions will still be the same.
Methods and sources of research
11.
Focus groups
Focus groups consist of a group of people usually between 4 and 14.
The people in the group are brought together to discuss a certain
topic, a moderator is present. Focus groups include discussions
instead of responses to formal questions. You are able to gain a wide
range of views and opinions as each answer is different. Through
focus groups you are able to generate ideas from the responses you
have gained. You can collate the data you have collected into graphs
and tables.
Methods and sources of research
12.
Information trail
An information trail is when you keep log of everything you do for
example a library log.
Collating and storing information
After gathering research you should organise your research by types of
research, age group or gender. Sift and select your information by
selecting what you want to use.
Storage
Securely store your data by taking into consideration about copyright
laws and data protection. You should always store your research in a
safe place and also back it up. It should be easily accessible by saving
your files in right folders.
Methods and sources of research
13.
OFCOM
Ofcom is an organization that regulates everything that is broadcasted
to the general public such as media from TV and radio. Ofcom is for
the benefit of the public and is not for commercial purposes. Ofcom
protects the general public from scams and harm. All adverts have to
adhere to the Ofcom rules and regulations.
Data gathering agencies
14.
Broadcasters’ Audience Research Board (BARB)
BARB stands for 'Broadcasters’ Audience Research Board'. BARB is
an organisation that collates the viewing figures of television in the
UK. The data shows the regional and national levels. The information
presents how well channels, advertisers and campaigners have
performed. People who have participated with the research have a
box on top of their TV that tracks what they are watching. Data is
collected during the night and is presented to television stations and
the advertising industry around 9:30am the next day.
Data gathering agencies
15.
RAJAR
RAJAR stands for Radio Joint Audience Research. RAJAR is the
official body in charge of measuring radio audiences in the UK. It is
jointly owned by the BBC and the Radio Centre and was set up in
1992. There are approximately 310 individual stations on the survey
and results are published every quarter. RAJAR is an organisation that
does not make any profit.
Data gathering agencies
16.
Audience research
Audience research is when you are finding out information that is
strictly about audience. This research can include demographic and
psychographic information about the audience. An example of when
audience research is needed is when you are producing an advert.
You need to know if your advert is suitable for your chosen audience
and if the advert would appeal to them. There are many ways to gain
audience information.
Audience measurement panels
Audience measurement is when you measure how many people are in
an audience. When looking at certain types of media for example
radio and television, you focus on who is listening to the radio and
who is watching television. Audience measurement helps
broadcasters find out who are watching/listening by looking at the
demographic and psychographic information.
Purposes of research
17.
Ratings
In media, ratings give broadcasters the information on what is
popular, whether it is television or radio. The information is gathered
by a poll, the results are then presented. The results can be based on
the how good the programme is or how many viewers the programme
has. Ratings define the amount of viewers a programme may have.
You are also able to see what the mass audience are interested in.
Purposes of research
18.
Market research
Market research is research about markets or customers. It is when you
look for what people want, need or believe. When producing a product
you need to look at other brands that may have similar products. You
have to look at how you can make your product stand out from the rest;
this can be due to pricing, labelling or reward power. Examples of market
research are audience research and product research.
Production research
Production research is when you research on the production of the
product itself. You look at the pre-production and post-production. When
creating a product, it can cost a lot of money, so careful planning and
research can help minimize costs. You would need to research what
equipment you need and how much would it cost. You may also need a
suitable location; you would need to see what locations are available and
how much it costs.
Purposes of research
20.
The advert I have produced focuses on a body wash. It is an all-in-one
body wash called ‘Head, Shoulders, Knees and Toes’, it cleans both
your body and your hair. It includes the popular fragrance ‘Hugo Boss
Bottled’. The advert is targeted at an audience of men from the age of
13 to 30.
Men that are aged 13 to 30 are generally very active and interested in
sports. They also are very interested in looking good and smelling nice
so that they can attract the opposite sex. For these reasons men of my
target audience take regular showers. By producing an all-in-one body
wash with a popular fragrance will interest men aged 13 to 30 as they
would be able to get ready quick and all at once without having to use
a separate shampoo and perfume. From what I researched with my
production group; men want something convenient that they can use
without having to make a fuss.
Target audience research
21.
My target consumers for my advert are most likely to watch
television during the evening and night. Programmes such as soaps,
sitcoms, movies and chat shows appear on television during the
evening and night. This is when my target consumers are more likely
to watch adverts. Adverts that are targeted at men such as men’s
‘moisturising creams and shaving blades’ appear during the evening
and night as most men watch television at that time. Adverts for men
appear on popular channels such as ITV 1, Channel Four, Channel
Five and Dave. Adverts are also appearing on YouTube videos and
the radio.
My production group and I created a questionnaire to find out
information about our target audience and whether our product
would sell to our target audience.
Target audience research
22.
Audience research
All 12 of our respondents from our
questionnaire have agreed that they like
the concept of our product. This proves
that our product will sell well.
Out of the 12 people we asked, 8 people
were male. All 8 men said that they would
be happy to use our product. This was a
great response as our product is targeted at
men.
24. Daily Hire £49.17 (£59.00) Weekend Hire £75.00 (£90.00)
Weekly Hire £147.50 (£177.00) 2 Weekly Hire £198.33 (£238.00)
3 Weekly Hire £246.67 (£296.00) Deposit £163.00
Our budget
http://www.hireacamera.com/cameras/detail.asp?model=151
We are going to use a NIKON D90
Our camera cost would be £59
25.
Feature Film
Productions
From £750 - £5,000+ per 12 hour day
Television Dramas From £500 - £3,000+ per 12 hour day
Documentary filming From £400 - £1000+ per 12 hour day
Photoshoots From £500 - £1500+ per 10 hour day
Television Commercials From £1000 - £3000+ per 12 hour day
Music Videos From £500 - £3000+ per 12 hour day
Our budget
Below is a fee guideline showing what your property might earn
should it be selected to work on a film, tv or photoshoot
production:
Location Fees payable to the Location owner
We need the location for three hours; therefore, the location fee would be
£500.
