LO5 evaluating research methods used by media research companies

invisible fiction - target audience

product research - how many people consume the product , for product reach = more profit £££

BARB RAGAR in the tv and radio industry

NRS collecting circulation and readership data for publishing and print company's.

Circulation: the number of people who purchase a print product.

Readership: the number of people who read a print product as part of second-hand consumption.

Audience feedback: used to develop an understanding of needs of mainstream and niche audiences, allows media company's to identify a gap in the market. cheep. social media is often used - high response rate.

Competitors: research is conducted by media producers to find what audiences think about the products and brands owned by competitors.

Primary vs Secondary research

Primary research: what you do yourself

Secondary research: research that is already there (internet, theorist ideas)

primary research

questionnaire: open (opinion) and close question (yes/no).

focus group: group of people assembled to take part in discussion about a product before its launched.

interviews: used in journalism and media reporting.

online survey: questionnaires shared via internet , quick and easy to create.

secondary research

Internet research: search engines are used to gather data, personal opinions, news articles and academic research on a particular topics

Books & journals: textbooks and digital editions.

Magazines & newspapers: articles written by professional journalists who have used primary research

Television: documentary, news and factual programs

SWOT analysis

Strengths : what are the advantages

Weakness : what are the disadvantages

Opportunities : how can they be improved

Threats : what could happen bc of this

fashion magazine - young femails 16-24y

SWOT - primary (questionnaire)

strengths: younger audience are more likely to be on there phone and be available to answer questionnaires

weakness: younger audiences may not be interested in answering questionnaires

opportunities: you can reach a large audience if online

threats: people may not answer correctly

SWOT - secondary (book research)

strengths: the is allot of information that is easy to access

weakness: the research may not be credible

opportunities: you don't have to do the research yourself

threats: you may get in trouble for using misinformation

PEST

Political - environmental issues, trading policies, regulatory bodies, funding & grants

Economic - home economy, taxation, exchange rates, interest rates, economy abroad

Social - lifestyle trends, demographics, consumer attitudes, media views

Technological - technology development, research funding, replacement technology

Marketing possibilities

online interaction, reviews and viewer ratings

trends for product development: it is important for media companies to interpret data that is presented to them about the ways audiences consume products in order to make decisions about a product.

technological convergence: the coming together of information and communication technologies in order to create new ways of producing and distributing products and services for media audiences.

Qualitative data : typically, descriptive data, useful for studies at the individual level and to find out in depth the ways in which people think about a product

Quantitative data: data that can be measured numerically. things that can be measured precisely, such as number of people who listen to radio station or purchased a product online.

BARB

examples of quantitative data and qualitative data