1. The
Importance
of Research

2. Index
1. Quantitative and Qualitative Research
2. Methods and Sources
3. Data Gathering Agencies
4. Research Board, Radio Joint Audience
Research Ltd
5. Self-generated research
6. Purposes of Research

3. Chapter 1
Quantitative Research
 Data is gathered with questionnaires and surveys. Results are
analysed as numbers rather than as words.
 The data is more conclusive and can be used to produce
graphs and charts.
This is an example of a Bar Chart.
The data for this chart was likely to have
been from a survey, and it counts the
number of times people visited a venue
over time.
Quantitative research was appropriate
because the results were not based on
opinion.

4. Chapter 1
Qualitative Research
 Is opposite to Quantitative Research in that it looks for
results that are descriptive.
 Data can be collected in the form of comments or
reviews
 Results are difficult to condense into graphs, but are far
more ‘rich’, and give a far more detailed response.
 This type of research can be done even if the objective
is not decided upon.

5. Chapter 1
Benefits of each
Quantitative Qualitative
 Results are easier to  Results are more detailed
compare and present  Is useful in the beginning
 Is useful toward the end of projects
of projects  You get answers for
 Results are more questions you may not
conclusive have thought of

6. Chapter 2
Methods and Sources 1
Primary Research
 Is research that is conducted by a primary source: you.
 This kind of research is gathered by
interviews, questionnaires and surveys. The data has to
be gathered by you, otherwise it is ‘secondary’ research
(next slide).
 Primary research produces the most reliable results

7. Chapter 2
Methods and Sources 2
Secondary Research
 Is research that has already been conducted and is
published in the form of a book, journal, periodical,
article, audio or video recording.
 This kind of research is gathered by looking at the
material suggested above and finding appropriate
quotes or sections.
 Secondary research is not as reliable as primary
research, because the primary researcher could have
edited the results before they were published.

8. Chapter 2
Benefits of each
Primary Secondary
 Results are far more  Less time-consuming
reliable  A wider range of results is
 You can ask questions available
that relate directly to your  You may not have access
project to the appropriate
 You can choose your audience
audience

9. Chapter 3
Data Gathering Agencies
 Are companies that gather data for a client based on
certain criteria.
 They can be useful as back-ups for information you have
already gathered
 They are secondary sources but are highly reliable.

10. Chapter 4
BARB and RAJAR
Broadcasters’ Audience Research Board,
Radio Joint Audience Research Ltd
 are for academic and business use or is available just for
general interest.
 Are websites that have statistics and viewing data for
specific programmes and TV channels and radio stations
(respectively)
 can be used as a very reliable source of audience figures
and demographics

11. Chapter 5
Self-Generated Research
Self-generated means things that you have produced
yourself, through your own work.
In the case of research, it is making your own records for
future use, such as
 Notes
 Audio Recordings
 Video Recordings
 Photographs

12. Chapter 6
Purposes of Research 1
Audience Research
Could be audience data, audience
profiling, (geo)demographics, consumer behaviour, audience
awareness.
Is useful because
 You gain an understanding of the kind of people you need
to aim your product at
 Certain things may not be appropriate for one audience
even if they are appropriate for another. Audiences are
separated by age, gender, religion and ability.
 You can find out which business models have worked with
your audience in the past. This will help you direct your own
project and make it successful.

13. Chapter 6
Purposes of Research 2
Market Research
Could be research into product
market, competition, competitors, advertising placement and
effects
Is useful because
 You need to find out what advertising types would be the
most effective for your product to ensure that it is not only
seen, but is seen by the right people
 It can be done at any time in the life of the product – this is
why packaging on items change to keep up with what the
target audience needs, for example.
 You are kept aware of similar brands or products and you
can develop your
product to be better
or more valuable.

14. Chapter 6
Purposes of Research 3
Production Research
Is research that relates to the
content, cost, resources, personnel, locations and
placement of the product
Is useful because you can
 get an idea of how much your product will cost to make
 plan ahead and be prepared for potential interferences
with production
 ensure that your product is appropriate for where and
when it is published or shown