p2

1. Research
Theory
Your Name

2. Terminology
Circulation
• number of copies issued of an advertising medium in print; by extension, the audience reached by other
advertising media, outdoor posters, radio and television programs.
Hits
• Hits are a method of monitoring the traffic on a specific website. The more hits (or requests), the more
traffic is thought to be visiting the page.
Box Office Figures
• How many tickets and sales they get on there box office films.
Ratings
• a classification or ranking of someone or something based on a comparative assessment of their quality,
standard, or performance.
Sales
• Sales are activities related to selling or the number of goods or services sold in a given time period.

3. Primary Research
• Definition
• Primary research is defined as a methodology used by researchers to collect data directly, rather than depending on data collected from
previously done research.
• Advantages
• Data interpretation is better. The collected data can be examined and interpreted by the marketers depending on their needs rather
than relying on the interpretation made by collectors of secondary data.
• Proprietary Issues. Collector of primary data is the owner of that information and he need not share it with other companies and
competitors. This gives an edge over competitors replying on secondary data.
• Disadvantages
• High Cost. Collecting data using primary research is a costly proposition as marketer has to be involved throughout and has to design
everything.
• Time Consuming. Because of exhaustive nature of the exercise, the time required to do research accurately is very long as compared to
secondary data, which can be collected in much lesser time duration.
• Example
• Interviews (telephone or face-to-face)
• Surveys (online or mail)
• Questionnaires (online or mail)
• Focus groups.
• Visits to competitors' locations

4. Secondary Research
• Definition
• Secondary research or desk research is a research method that involves using already existing data. Existing data is summarized and collated to
increase the overall effectiveness of research.
• Advantages
• Already gathered so may be quicker to collect.
• May be gathered on a much larger scale than possible for the firm.
• In some cases it can be very cheap or free to access.
• Disadvantages
• Information may be outdated, therefore inaccurate.
• The data may be biased and it is hard to know if the information was collected is accurate.
• The data was not gathered for the specific purpose the firm needs or is not relevant to the original context.
• In some cases it can be costly .e . g marketing firm reports.
• Example
• Reports issued by research institutions.
• News reports.
• Academic journals.
• Newsletters.
• Magazines and newspapers.
• Pamphlets

5. Quantitative Research• Definition
– Easily gather information and data for example yes or no ansawers.
• Advantages
• You may be very familiar with quantitative research from your science classes where you learned and
practiced using the scientific method. A problem or question is examined by deductively forming a
hypothesis derived from theory. Controlled, objective testing and experimentation ultimately supports or
rejects your hypotheses. Each step is standardized to reduce bias when collecting and analyzing data. A big
advantage of this approach is that the results are valid, reliable and generalizable to a larger population.
Quantitative research is advantageous for studies that involve numbers, such as measuring achievement
gaps between different groups of students or assessing the effectiveness of a new blood pressure
medication.
• Disadvantages
• While quantitative research methods work well in the laboratory under tightly controlled conditions,
measuring phenomena like human behaviore in natural settings is trickier. Survey instruments are
vulnerable to errors such as mistakes in measurement and flawed sampling techniques. Another
disadvantage is that quantitative research involves numbers, but some topics are too difficult to quantify
in numbers. For example, constructing an effective survey with closed-ended questions about how people
fall in love would be difficult.
• Example
• Survey Research

6. Qualitative Research
• Definition
• Research that goes more in depth- finding out opinions/beliefs/reasoning. Presented as full
text or discussions. Makes the person have to reflect and expand on their answer.
• Advantages
• Subject materials can be evaluated with greater detail.
• Research frameworks can be fluid and based on incoming or available data.
• Disadvantages
• The quality of the data gathered in qualitative research is highly subjective.
• Data rigidity is more difficult to assess and demonstrate.
• Example
• the “human” side of an issue in terms of behaviors, beliefs, opinions, emotions, and
relationships, and.
• intangible factors, such as social norms, socioeconomic status, gender roles, ethnicity, and
religion.

7. Audience Research
• Definition
• Audience research is defined as any communication research that is conducted on specific audience segments to gather
information about their attitudes, knowledge , interests, preferences, or behaviours with respect to prevention issues.
• Advantages
• Finding out about who consumes a product
• Disadvantages
• Can be very time consuming and costly.
• Example
• audience research, some of which include: age, gender, education, income, region etc.

8. Market Research
• Definition
• the action or activity of gathering information about consumers' needs and preferences
• Advantages
• Finding out about the market place where a product is sold
• Disadvantages
•
Inaccurate Information. A biased population or a poorly formulated research can result in false or
inaccurate feedback.
• Example
• Focus groups
• One-to-one interview

9. Production Research
• Definition
• Production research is always needed when developing a new product. It is research to help give information on
the characteristics of the product. It focuses on the production of a product, in other words, how it's made
• Advantages
• Finding information and resources required to produce a piece of media.
• Disadvantages
• Competition.
• Example
• If someone was going to make a film they would have to condiser the target audience.

10. Terminology
• Objective
• An objective is something you plan to achieve. A military objective is the overall plan for a mission.
The objective for a bake sale is to raise money. If your objective to learn a new word, you have succeeded.
• Subjective
• based on or influenced by personal feelings, tastes, or opinions . Contrasted with objective .
• Valid
• of an argument or point having a sound basis in logic or fact; reasonable or cogent.
• a valid criticism
• Reliable
• consistently good in quality or performance; able to be trusted

11. Harvard Referencing
Name of the film being researched;
Rowling J.K(1997) Harry Potter and the Philosopher's Stone
Columbus C (2001) Harry Potter and the Philosopher's Stone
Collins A (2001) Harry Potter and the Philosopher's Stone
https://www.radiotimes.com/film/ytmr/harry-potter-and-the-philosophers-
stone/
Pottermere (2019) Harry Potter and the Philosopher's Stone
https://harrypotter.bloomsbury.com/uk/harry-potter-and-the-philosophers-
stone-house-editions/