Unit 3 - Research Techniques for the Creative Media Industries. Contents : 1. Introduction. 2. Market, Production, Methods. 3. Type Of Research - [a] Quantitative Research [b] Qualitative Research, 4. Quantitative Research Definition and Qualitative Research Definition. 5. Sources of Research [a] Primary Research, [a.1] Face-to-Face Interviews [a.2]. Telephone Interviews, [a.3] Online Surveys, [a.4] Questionnaires, [a.5] Focus Groups/Customer Panels and [b] Secondary Research. 6. Purposes of Research Research • Audience Research • Market Research • Production Research. Thank you, For more details visit to www.gulshangolechha.com Please free to ask any query, questions, suggestions, etc.

1. Gulshan Golechha - Assignment 1 - Research Techniques in Game Industry. 1
Assignment 1 – Research Techniques for
the Creative Media Industries
Date : 30-08-2012Gulshan S. Golechha

2. Introduction
– The term ‘ Research Techniques ‘ can be explained as a method to
obtain information from various sources according to the needs.
– In creative media industry there are four group which are used
a) Audience.
b) Market.
c) Production.
d) Methods.
Audience :-
- Age of consumer.
- Genre and age rating of the product.
- Location, Where to sell the product.
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3. Market :-
- Look for any competition that their product may face.
- Top selling products already on the market
- Any merchandising, follow-on’s or expansions that could be
developed.
Production :-
- Cost effectiveness.
- Production costs.
- Material used.
- Profit from product.
Methods :-
- Types of methods use to gathering the information.
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4. Type Of Research
Type of
Research
Quantitative
Research
Qualitative
Research
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5. Quantitative research
Definition :-
Quantitative research is data that is based on facts and information
that can be measured and counted which in turn produces numerical and
statistical data.
Qualitative Research
Definition :-
Qualitative research is data that is obtained from people’s opinions,
their views and their preferences.
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6. Sources of Research
Primary Research :-
- Primary research is to obtain completely new results.
- To do this they use techniques such as interviews, questionnaires,
surveys and focus groups to find out what the consumer groups think.
The methods they use are,
1. Face-to-Face Interviews: –
- This is where an interviewer will ask a member of the general
public, either on the street or their doorstep, a series of questions related to
the subject the interviewer is researching.
2. Telephone Interviews :–
- This is the same as the above, however it takes place over a
telephone call.
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7. 3. Online Surveys :–
- This is done by using the internet or using an email to send out a
survey. This then means that a large number of people can answer the
survey.
- This is becoming an increasingly popular way of conducting primary
research as it is less costly than a face-to-face interview or a telephone
interview.
4. Questionnaires: –
- A questionnaire can be sent to a random number of people to
gather a broad range of results.
5. Focus Groups/Customer Panels: –
- This is a small group of people who meet with a facilitator, who is a
member of the company that made the product.
- This facilitator then asks the group to examine/watch or try the
product, and then asks in-depth questions.
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8. Secondary Research :-
- Secondary research is research and data that already exists.
- It is information that has been gathered by other people or
organisations, and allows other organisations and businesses to use this
information.
- Articles, books, journals, archives, photo libraries, and existing
information located on the internet are all examples of secondary research
and data.
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9. Purposes of Research
Research that is undertaken within the creative media industry has
three main aspects: audience research, market research and production
research.
• Audience Research – Is the collection and analysis about the target
audience or a media product or a sector of the media industry.
• Market Research – Is the collection and analysis of information about the
market that a particular media product will be a part of, and that will
compete with other products for an audience and revenue.
• Production Research – Is the collection and analysis for the content and
production of a chosen media product.
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