The Nature and Purposes of Research in the Creative Media Industries (U3 GC1)

Research is fundamental to all aspects of creative media production and is the essential starting point for productions of any scale. It can be used to determine the financial viability of a future production, to gather a range of information relevant to the content of the production, or to assist with the planning of technical and logistical requirements.

There are also media companies which conduct extensive research using a range of sophisticated methods to gather data about audience consumption of media products and services. This has become increasingly necessary in the highly mixed and competitive environment media industries operate in. But an ability to undertake research is essential for anyone working in the media industries and is vital in many stages of production and distribution.

To complete this unit you need to demonstrate that you understand why and how research is conducted in the creative media industries. The maximum word limit is 1000 words (we won't mark you down if you go over but try to be as concise and succinct as possible). Remember to proof read your work before submission and check for spelling, punctuation and grammatical errors. As always use examples of your own research from any of the work that you have completed whilst at college (TV & Film or your other courses).

The task - please complete as a written report or as a video project (audio commentary over well-chosen examples in the form of images and audio-visual content).

Types/methods of research:

Primary research/self-generated research

General examples include; interview techniques, observations, questionnaires, surveys, types of questions, focus groups, audience panels, participation in internet forums (self-generated e.g., own video, audio or photographic records of events).

1. Define primary research (in your own words)
2. Back your own definition up with a relevant quote
3.What primary research have you had to conduct? Include the actual work as a visual example, e.g., flip-book of questionnaire responses
4. List specific examples of primary research from the professional industry.

Secondary research 
General examples include; books, journals, reference-based books and directories, periodicals, newspapers, film archives, photo libraries, worldwide web, searching internet forums, CD Rom databases, audio material, ratings, circulation figures, government statistics.

1. Define secondary research (in your own words)
2. Back your own definition up with a relevant quote
3.What secondary research have you had to conduct? Include the actual work as a visual example
4. List specific examples of secondary research from the professional industry.

Pros and Cons
1. What are the advantages of primary research over secondary and what are the advantages of secondary over primary? Do you think one form is more useful / purposeful than the other?

Quantitative research

General examples include; programme ratings, readership circulation figures, hits on a website, box office figures, sales of CDs and DVDs.

1. Define quantitative research (in your own words)
2. Back your own definition up with a relevant quote
3.What quantitative research have you had to conduct? Include the actual work as a visual example
4. List specific examples of quantitative research from the professional industry.

Qualitative research

General examples include; film reviews, game reviews, fanzine websites, attitudes to media products, responses to news coverage, responses to advertising campaigns, discussion.

1. Define qualitative research (in your own words)
2. Back your own definition up with a relevant quote
3.What qualitative research have you had to conduct? Include the actual work as a visual example

4. List specific examples of qualitative research from the professional industry.

Pros and Cons
1. What are the advantages of quantitative research over qualitative and what are the advantages of qualitative over quantitative? Do you think one form is more useful / purposeful than the other?

Data gathering agencies
General examples include; Broadcasters’ Audience Research Board (BARB), Radio Joint Audience Research Ltd (RAJAR).

1. Explain what the BARB does. Also, IMDB and Boxofficemojo can be mentioned and add print screens from each site, showing valid collection of data
2. Search for either 'media research agencies' or 'data gathering agencies' and you will find a range of good examples - mention one and say what they do.

Purposes of research:

Audience and Market research 
General examples include; audience data, audience profiling, demographics, geodemographics, consumer behaviour, consumer attitudes, audience awareness; product market, competition, competitor analysis, advertising placement, advertising effects

1. Define audience / market research (in your own words)
2. Back your own definition up with a relevant quote
3.What audience / market research have you had to conduct? Include the actual work as a visual example
4. List specific examples of  audience / market research from the professional industry.

Production research

What are some examples? Content, viability, placement media, finance, costs, technological resources, personnel, locations.

1. Define production research (in your own words)
2. Back your own definition up with a relevant quote
3.What production research have you had to conduct? Include examples the actual work
4. List specific examples of production research from the professional industry.