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Unit 3 LO1 Independen T Research: Contents
Unit 3 LO1 Independen T Research: Contents
Unit 3 LO1 Independen T Research: Contents
Independen
t research
Contents:
By Cameron Khan-Hinton
Types of Research:
Quantitative research
Qualitative research
Methods of Research:
Primary research
Secondary research
Data gathering agencies
Self-gathering agencies
Purpose of Research:
Audience research
Market research
Production research
Quantitative Research
By Cameron Khan-Hinton
By Cameron Khan-Hinton
Qualitative research
By Cameron Khan-Hinton
Primary Research
Primary research is normally carried out to answers specific
questions via surveys or interviews. Primary data is collected by
the person/group asking the questions, if it is not directly
collected by them its not primary that would make it secondary
data which is not as reliable and not as pacific as primary. The
purpose of it is to collect data that has a direct correlation to
the questions you need answered. It is not as commonly used
but it can be more beneficial.
Some Benefits or primary research are that you can
Address pacific issues: since you are collecting the data
yourself any issue can be quickly and accurately changed. In
addition any outliers or useless data can be thrown away and
someone else can take its place to complete your quota if
needed.
Greater Control: when you are in control it makes changing or
correcting anything a lot easier, you can chose who is asked,
how many people and what about. With all this control you can
get more accurate and precise answers.
Efficient Spending of information: because you are only
researching what you need none of the information you collect
gets wasted, unlike with secondary research where someone
else might have half the information you need and the rest is
useless.
A negative of primary research is that it can be very expensive,
it tends to be more expensive because unlike secondary where
you can research it on the internet primary requires you to
come up with all the surveys/questions and everything else you
need then actually go to places and find you answers. Another
thing is that its time consuming, after you have spent time
getting everything ready you need to go out and spend a lot of
time in the streets finding people to answers your question
By Cameron Khan-Hinton
(which could take a while). Finally its not always feasible, for
some huge companys it would be impossible as there census
would be to huge for example if a big company like warner
brothers wanted to interview everyone who has watched their
films; this would be impossible and even if they did do it there
would be to much data to count let alone put on to into some
sort of graph.
By Cameron Khan-Hinton
Self-gathering Agencies
By Cameron Khan-Hinton
Audience research
Audience research is researched based around communication
that is conducted on an audience to gather information about
different feelings to prevent any issues, e.g. behaviour,
preferences, interest, knowledge and attitudes.
Audience research is normally carried before the project is
finished because the producer will need to gain a better insight
of their target audience, knowing your target audience make
advertising to them a lot easier and if you do not carry out this
research it can become a huge waste of money as no one will
be interested in your product since it has been aimed at the
wrong people.
For this kind of research there are may different kinds of
categorys for people to fall into, for example: age, gender,
race, social class, Geo-Demographic, religion and may more. All
these categories make it very easy for producers to see where
their products fit into and make advertising a lot easier.
The result from these kinds of research method can be both
qualitative and quantities some they can be interpreted form
any statistical standpoint which makes it easier to show on a
graph or in parentages (depending on what you want to use).
By Cameron Khan-Hinton
Market Research
The main point of market research is to see if a product will be
found acceptable within its chosen demographic, but it is also
good for telling you when the product is not doing well and it
can tell you the bad points about it. Essentially its all about
finding out positives and negatives of a product and relating
that to the market.
Market research is also very important in terms of
understanding the effectiveness of current and historical
marketing. This is also important in terms of advertising; the
point of it is that you should know the effectiveness of every
tagline, email, ad, pint-of-sale, campaign e.c.t. Knowing and
understanding this kind of information will give any company
(no matter what sector of business their in) a huge advantage,
and not to mention a greater leverage as well as a better
understanding of how the market is changing and how they
need to adapt in order to expand their TA and keep profits
coming in.
In my opinion the main purpose of market research is to gain a
better understanding of what the customs needs/ wants. If you
dont understand what people want then you cant sell products,
By Cameron Khan-Hinton
Product Research
By Cameron Khan-Hinton
just one step of the process, next you need to make sure that it
is with in the budget that the producer has given you.
By Cameron Khan-Hinton