The Nature and Purposes of Research

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The nature and purposes of research in the creative media industries 

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. 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 your documentary and / or the advertising assignment.


Types/methods of research:

Primary research/self-generated research
What are some examples? 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
2. What did you do?
3. List examples from your project.

Secondary research 
What are some examples? 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
2. What did you do?
3. List examples from your project.

Quantitative research
What are some examples? Programme ratings, readership circulation figures, hits on a website, box office figures, sales of CDs and DVDs.

1. Define quantitative research
2. What did you do?
3. List examples from your project.


Qualitative research
What are some examples? Film reviews, game reviews, fanzine websites, attitudes to media products, responses to news coverage, responses to advertising campaigns, discussion.

1. Define qualitative research
2. What did you do?
3. List examples from your project.



Purposes of research: 

Audience and Market research 
What are some examples? Audience data, audience profiling, demographics (and geodemographics), psychographics, consumer behaviour, consumer attitudes, audience awareness; product market, competition, competitor analysis, advertising placement, advertising effects

1. What did you do?
2. Explain the audience research from your project.


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

1. What did you do?



Additional Information

Data gathering agencies
What are some examples? Broadcasters’ Audience Research Board (BARB), Radio Joint Audience Research Ltd (RAJAR).

1. Explain what the BARB does. Also, IMDB and Boxofficemojo can be mentioned.
2. Search for either 'media research agencies' or 'data gathering agencies' and you will find a range of good examples.