Audience research

Audience research

1.     What is audience research?

Audience research is when any communication research is constructed on audience members to gather information. 

2.     What is the purpose of audience research?

The purpose of audience research is to have members of the public view the product before it goes on sale in order to see if they like or not and see if it is not a waste of money.

3.     What are audience categories?

Examples include:

Gender

Age

Religion

Status

Race

Nationality

Social status

4.     What methods of gathering information are used for audience research?

Surveys

Interviews

Observations

People-meters

5.     What is a demographic profile?

A term used in marketing/broadcasting, which is where you describe a demographic grouping or marketing segment. Demographic information is used in media marketing in order to classify audience members into groups such as age, gender, race and sexuality.

6.     What are the socio-economic categories?

Non-working (unemployed)

Working class

Skilled working class

Lower middle class

Middle class

Upper middle class

Data gathering and self generated research

Data gathering research and Self-generated research What are the listed Data gathering techniques?

1.    Interviews
2.    Questionnaires and surveys
3.    Observations
4.    Focus groups
5.    Documents and records
Give an example of each.

1.    1-1 conversation for someone applying for a job
2.    Group of people asking how often people go to the cinema (either in depth or short answers)
3.    Headmaster looking round classrooms to observe teachers’ teaching
4.    Group of adults discussing about their child’s’ behaviours
5.    Students attending classes and information on each students’ attendance

What are the pros and cons of these techniques?

1.   The Direct or Interview method

Pro – Easier to ask open-ended questionnairesCon – Responses may be less honest

2.   The Registration Method  

Pro – ValuableCon - Time consuming

3.   Indirect or Questionnaire method

Pro – Easier for large shopsCon – More expensive4.   The Experimental Method

Pro – Variety of resultsCon – Less reliable though  List five methods of Self-generated research

1.    Book on subject
2.    Survey for research
3.    Opinions towards research
4.    Source document
5.    Create an experiment

What are the pros and cons of self generated research?

1.

Pro – ReliableCon – Too complicated2.

Pro – Range of resultsCon – Maybe un-reliable3.

Pro – Easier resultsCon – Only your opinion4.

Pro – Better results  Con – Harder to use5.

Pro – Variety of resultsCon – Results maybe un-reliable

Research methods and techniques

1. In your own words briefly describe PRIMARY research.

Research you collect yourself and from an immediate source. 

2. Give TWO examples of PRIMARY research.

            - Carrying out surveys

            - Interviews

3. In your own words briefly describe SECONDARY research.

Research that other people collected

4. Give TWO examples of SECONDARY research.

- Magazine articles

            - Books

5. What would be some of the advantages of PRIMARY research over SECONDARY research?

-  More accurate

            - You can find and exclude outliers (more reliable data)

            -  Using your own words  

6. What would be some of the advantages of SECONDARY research over PRIMARY?

- You can get information anytime

            - People have improved of the source

            -  Some people have more resources to collect research than you

7. What is the difference between primary and Secondary Research?

The difference is that one is more reliable than the other and also primary research you gather yourself rather than getting information other people wrote (secondary).

8. You have just done a questionnaire looking into how often people visit the cinema. In your opinion, would this be QUANTITATIVE research or QUALITATIVE research?

- QUANTITATIVE

- QUALITATIVE

9. Why?

You can measure it during a time-period and the response is less personal.

10. You have just done an interview looking into how often a single person visits the cinema. In your opinion, would this be QUANTITATIVE research or QUALITATIVE research?

- QUANTITATIVE

- QUALITATIVE

11. Why?

It is a more personal response and also you can explain why.

12.What is the difference between QUANTITATIVE and QUALITATIVE research?

The difference is that one is more personal than other and also there is more explaining behind the qualitative research than quantitative.