Summer Work
TV and Film
Primary Research/Self-generated Research
1.
Primary Research is research that the
researcher has gathered themselves and is taken first-hand. This means that the
data is more likely to be more accurate as there are less sources it goes
through for it to get changed and misinterpreted.
2.
A quote to support this definition: ‘Primary
research is information that is collected by the
researcher. The data collected in primary research is being
collected for the first time and is specific to the researcher’s objective or
purpose. Advantages of primary research.’ (1)
3.
I have had to collect Primary
Research as a part of my 3-minute documentary in the first year of this course where
I questioned people I knew about what video games meant to them. (Example of
work: https://eastnorfolk-my.sharepoint.com/:w:/g/personal/59655_eastnorfolk_ac_uk/EYDPx7ud1dJIrmSvj9iW_iUBrXMiBqPe08EHKJoOZ3zpzg?e=OIbgLM).
For this task, I needed to interview a group of people about what video games
meant to them so I could use their interviews for my film project. I collected
the information by video recording them, or by recording a voice call of their
answers. This was extremely useful as I used these interview recordings to make
up my documentary, and they were helpful in exploring the questions and topics
I was trying to develop.
4.
A specific example of primary
research from the professional industry is news reporters going to the story
they are going to show and present as they are collecting the story themselves
and presenting it to people, therefore making it primary research.
Secondary Research
1.
Secondary Research is research that
is being reported and written about on data that already exists, reciting the
data in the form of re-telling of the researcher’s choosing.
2.
Here is a quote to support that
definition ‘Secondary research. Secondary research is research that has already been collected.
In other words, it already exists. Secondary data sources include: documents;
letters; diaries’ (2)
3.
An example of secondary research I have conducted is when I
wrote about the feedback on my Re-branding TV advert from earlier this year, as
I was reciting my interpretation of the data I had collected. (Link to the work
TV
advert Pot Noodle Final Assessment. (gemmatvandfilm.blogspot.com)) I collected
this information by sending out a questionnaire about my Pot Noodle advert that
I had made as a part of this course last year. This questionnaire was to see
how successful the advertisement was and how well it portrayed the new
rebranding. This helped greatly as I could see how audience members found the
advert, and how if I were to make it again, it could be improved.
4.
An example of Secondary Research in the industry is from
the professional industry was for the Operation Mincemeat, a film about a real
spy operation in WW2. They would have had to research this thoroughly to make
sure they got all their facts correct, they even added the author of the James
Bond books Ian Fleming as a side character as before he was an author we worked
for the military and was involved in this mission. However, because the people
making the film were not involved in the event nor did they collect the data
for it, it classes as secondary research as they must collect it from firsthand
reports and information stored about it from the time. They done lots of
research on how people dressed, what happened in the mission and the order of
events that happened.
Pros and Cons of Secondary and Primary Research
Primary
research is more accurate and clear depiction of what you are recording as it
is a firsthand observation and the data collected from that will reflect as
accurately as possible on what they are recording, while secondary research can
get less clear on accurate information as its more likely to be more biased,
however this could be helpful if you are wanting to see that view of the
recording or what they were observing. I think primary is more useful than
secondary research most of the time, but sometimes it’s just not plausible to
collect all your own data about everything so secondary research is great as a
replacement to save you some time and effort that can be placed elsewhere on
the topic.
However,
secondary research can also be helpful as it allows you to see feedback and
hear from a multitude of different sources. It stops you from just viewing an
event or product from your own perspective, and allows you to understand and
learn about other points of view, which can be very helpful and allows you to
learn from your previous products, or other people’s, to make an even better
one in the future.
Quantitative Research
1.
Quantitative Research is a type of
research specialized in collecting numbers and graphs for research, and ignores
word-based answers, only looking at numerical results and performances. This can
involve displaying quantitative research in graphs, percentages or ratios.
2.
A quote to back up this definition ‘Quantitative research is the process
of collecting and analyzing numerical data. It can be used to find patterns and
averages, make predictions, test causal relationships, and generalize results
to wider populations.’ (3)
3.
A specific example of Quantitative
research from the professional industry would be viewership numbers and star
ratings, as they are purely based on numerical statistics and can be easily
graphed.
Qualitative Research
1.
Qualitative Research is a type of
research that specializes in collecting and analyzing more subjective and word-based
responses or opinions. As the name might suggest, it is focused on collecting
research on the quality of a product, which is described through words rather
than numbers.
2.
Here is a quote to back this
definition up: ‘Qualitative research
involves collecting and analysing non-numerical data (e.g., text, video, or
audio) to understand concepts, opinions, or experiences. It can be used to
gather in-depth insights into a problem or generate new ideas for research.’ (4)
3.
A specific example
of qualitative research from the professional industry would be websites like
Rotten Tomatoes, where it is a collection of reviews and opinions on films and
tv shows. Any review documents or essays written which uses review sites like
Rotten Tomatoes as a reference of a source is using Qualitative Research.
4.
Quantitative research is
when you research and collect data with numbers rather than opinions. This can
hold an advantage over qualitative research as it is more focused on numbers
which helps limit opinions and only leave the facts of what it is researching. However,
qualitive research can have an advantage over quantitative research as you can
understand more about people’s opinions on the piece and their takes on the
subject to help inform your own, so you aren’t making your opinions in a
vacuum. I think both have their place, and I would be hesitant to call one more
useful than the other, but for pure fact and an unbiased opinion quantitative
research is more useful.
Data Gathering Agencies
1.
BARB is an agency that sets
television standards for advertisement and media. They monitor TV usage and
measure the quality of advertisements and TV. BARB information may provide
useful for companies looking to develop advertisements, for example company
chains like Unilever might find this information useful, as to know what rules
they should have their advertisement abide by to not be removed from
television, and when to play the advertisement so the most of their target
audience will see (for example there is little point showcasing an advert
directed towards children after the 9pm watershed, as it is unlikely they will
be watching). This extra information means they can better allocate their
resources and money to help their advert be seen by their target demographic.
2.
A Media Agency is an agency specialized
in teaching other companies about advertising campaigns, like where to put
them, when, how to target them to your target audience, how to plan it
accordingly, etc. This is to ensure that the company’s product is stretching to
as much of their target audience as possible by consulting media experts, they
will have new and up to date information on social media outlets, newspapers,
radio and tv advertisements, as well as statistics on all of their information.
3.
Metrix Lab is a Media Research Agency
which is an agency that gets paid by other companies to do consumer insights into
their product and they research the current market.
Purpose of Research
1.
An audience or market research would
be a specific demographic of people like teenagers, or unemployed, or retired,
or over 50s; which would be separated into different demographics and audiences
as to target products and media to them more accurately and get better
viewings.
2.
A quote to back that definition up ‘Market research is the process of evaluating the viability of a new
service or product through research conducted directly with potential
customers. Market research allows a company to define its target
market and get opinions and other feedback from consumers about their interest
in a product or service.’ (5)
3.
I have had to do audience / market
research for my rebranding of the Pot Noodle advert. I had to research my new
target audience being young families, specifically parents, looking to give
their kids a quick easy meal. I had to research similar packaging and change it
accordingly and film the advert to attract that audience. (Example of the work:
tv
andfilm potnoodle.pptx (sharepoint.com)
4.
A specific example of audience /
market research would be when companies carry out surveys of different
demographics too see what they watch, when they watch it, etc. and then use this data
to target their product.
Production Research
1.
Production Research is when you
research about production or creating media like costs or technology needed.
2.
A quote to back this definition up. ‘The purpose of production research is to gather information on the
content of production related issues. The methods of production research could
be primary research; this means researching via books and setting up focus
groups to gather people’s opinions.’ (6)
3.
An example of when I have done
production research is when I filled in the Preproduction Handbook last year in
this course as it was about production in the industry and issues which might
arise if you are doing a more indie or a more professional project.
4.
An example of production research in
the industry is when crew or organizers of a project must research equipment,
routines, and issues in creating the project before proceeding to make sure
they can get everything they need and start.
Audience Research
1.
Audience Research is research specialized in knowing
the statistics and data around different demographics and target audiences.
2.
A quote to back up this definition up. ‘You are researching your audience or
target audience to determine their pain points, preferred keywords, buying
behaviors, and more. Audience research can inform your branding, markets, price
point, customer service needs, as well as your organic and paid marketing
strategy.’ (7)
3. An example of Audience research I have produced is
when I produced a survey to collect feedback for a Pot Noodle Advertisement I
created. This feedback was to better understand what the audience wanted from
the advert so it could be changed to better appeal to that target audience. TV
advert Pot Noodle Final Assessment. (gemmatvandfilm.blogspot.com)
4.
An example of Audience Research
within the industry is when producers and directors research feedback and
critiques given to other shows which have the same target audience, preferably
by audience members within that demographic, or creating a survey for members
of the target audience to fill in about your product to see if it fits within
their interests.
Market Research
1.
Market research is very similar to
Audience research, however instead of researching your target audience, you are
researching and collecting data on the market your product will be within, and
other products within that market and how they were received by your target
audience and general audience members.
2.
A
quote to back up this definition. ‘Market research is a systematic process of
collecting, analyzing and interpreting information. The information could be
about a target market, consumers, competitors, and the industry
as a whole.’ (8)
3.
An example of how Market Research can
be used within the industry is looking at other products and graphs and data on
how well they are performing and with what audience members, as to fully
understand how their advertising campaigns draw in different audience members.
Bibliography
1.
BBC Bitesize. (n.d.). Primary research - Planning and
organisation - WBQ National: Foundation KS4 Revision. [online] Available
at: https://www.bbc.co.uk/bitesize/guides/z9rn3k7/revision/7#:~:text=Primary%20research%20is%20information%20that%20is%20collected%20by.
2. George,
T. (2023). What is Secondary Research? | Definition, Types, &
Examples. [online] Scribbr. Available at: https://www.scribbr.com/methodology/secondary-research/.
3.
Bhandari, P. (2020). What Is Quantitative Research? |
Definition, Uses & Methods. [online] Scribbr. Available at: https://www.scribbr.com/methodology/quantitative-research/#:~:text=Revised%20on%20November%2024%2C%202022.%20Quantitative%20research%20is.
4.
Bhandari, P. (2020). What is qualitative research? Methods
& Examples. [online] Scribbr. Available at: https://www.scribbr.com/methodology/qualitative-research/.
5.
Twin, A. (2022). Market Research: a Direct Report from the
Customer on New Products or Services. [online] Investopedia. Available at: https://www.investopedia.com/terms/m/market-research.asp.
6.
Grainsa and RhinoReloaded (n.d.). Production Research.
[online] Production Research. Available at:
https://www.grainsa.co.za/pages/grain-research/production-research#:~:text=The%20purpose%20of%20production%20research%20is%20to%20gather
[Accessed 16 Jun. 2023].
7.
Garnett, C. (n.d.). What Is Audience Research? (+How to
Conduct It). [online] learn.g2.com. Available at: https://learn.g2.com/audience-research#:~:text=Audience%20research%20is%20exactly%20what%20it%20sounds%20like%3A.
8.
Markus, J. (2016). Market Research. [online] Oberlo.
Available at: https://www.oberlo.com/ecommerce-wiki/market-research.
9.
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