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Unit 6 March 7th Jim Powerpoint
Unit 6 March 7th Jim Powerpoint
Unit 6 March 7th Jim Powerpoint
Ciaran McElhinney
UNIT 6: CRITICAL
APPROACHES TO
MEDIA PRODUCTS
Quantitative Research
Qualitative Research
Qualitative Research is used by people looking for the reasons why they
make decisions, qualitative research is focused on the who and what aspect
while qualitative is focused on the why.
Companies would use qualitative research to study how audiences use their
product, why they prefer them over other similar products and what would
turn them off their product.
These types of surveys would be sent out via e-mail by companies f you
have ordered for them in the past, for example, EA (electronic arts) sent out
survey to EA origin users to find out about their buying habits, what type of
games they enjoy, and what turns them off from their services.
Organizations may also have focus groups, these groups are made up of
people from all different backgrounds, these people will be asked a
questions similar to a survey.
Qualitative research is vital for companys wanting to engineer a product to
succeed.
Other ways of gaining research would include face to face interviews, where
somebody will be sat down or asked by chance on the street by a marketer
and asked the same questions they would be asked in questionnaires and
focus groups.
It could be sad that both focus groups and face to face interviews are more
reliable than surveys and questionnaires as the marketer would have a
better understanding of the person as to their background, you wouldnt be
able to find out honestly in a internet survey.
Audience Profiling
Research Organizations
RAJAR is similar to BARB only instead of finding out what people watch
they find out what people are listening to usually thru the radio.
Rajar was established in 1992 and is owned by the BBC and the
RadioCentre.
Rajar collect their data through a seven-day listening diary. Which 110,000
people from the age 15 upwards are asked to fill out over 50 weeks of the
year.
There isnt any way to tell if the people are sincere because they dont use
meters like BARB
http://www.rajar.co.uk
ABC do research into web articles and newspapers, there research is very
helpful for advertisers who want to have a good understanding of where
would be the best place to put their advert, they are also used by Media
agencies and Investors.
ABC does their research by using a team of experts who uphold data across
a wide range of media channels, these channels include print and online
articles.
ABC would have a census approach to their research, which allows them to
have granular details.
http://www.abc.org.uk
Quantitative data
The average purchaser of a advanced ticket to the force awakens was a 34 year old male.
70% of the advanced ticket holders were male between the ages of 18-49 (some websites
bring that statistic down to 44)
This group of people however spend 2.6 times more at the box office than a typical movie
goer.
58% of ticket holders on opening weekend were men, adults represented 71% of the
crowd and families accounted for 20% of consumers.
3D ticket sales:47%
Imax ticket sales:12%
http://www.forbes.com/sites/hayleycuccinello/2015/12/16/luke-skywalker-star-wars-fan-in
sights-from-demographic-data/#
34e65994375b
https://www.quantcast.com/blog/the-fans-behind-the-force /
http://www.theguardian.com/film/2015/oct/26/star-wars-the-force-awakens-jj-abrams-avera
ge-fan
http://variety.com/2015/film/news/star-wars-the-force-awakens-ticket-sales-breakdowngender-average-age-1201625277/
http://www.independent.co.uk/arts-entertainment/films/news/majority-of-star-wars-the-fo
rce-awakens-goers-are-adult-men-with-no-kids-a6781341.html
Qualitative data
Disney would use focus groups to find out who their target audience is and
what the target audience wants, they also do focus groups for plans outside
of the media films such as rides as Disneyland.
It can be very difficulty to find surveys and questionnaires from Disney
because of confidentiality reasons.
Thanks to the internet Disney can research what people like thru web series
in which people would talk about star wars and what makes it good,
although this may not be the main focus as they would only be from a
certain audience profile and not the mainstream, it can still be worthwhile for
Disney to look into this, YouTube channels that may talk about this product
include screen junkies and redlettermedia.
Disney can also find out audiences opinions thru the internet without having
to see questionnaires, websites such as imdb and rotten tomatoes allow
audiences to share their opinions on a particular product, what they enjoy
about it and what they dislike about it. Although it can be difficult to audience
profile these people due to the anonymity of the internet.
Audience classification