1. Understand the nature and
purposes of research in the
creative media industries
Sandra Ksiazek

2. Quantitative Research
Quantitative research is all about information
that you can measure in hard data, numbers and
figures. This type of research is usually
calculated through the survey by taking the
sample of people and asking them objective
questions that will then determine the
statistically valid responses. It is possible to
constrain quantitative research more specific by
selecting restricted group of people asked. For
example only females or teenagers aged 12-13.

3. Why use quantitative research?
People are using quantitative research when they
want to find out people responses on certain topic
that will not require their personal opinion and
thoughts in depth.
This method of research
is good for example when
rating a film achieve
findings with an
acceptable degree of
accuracy

4. Qualitative Research
Qualitative research is a method of analysing
unstructured information such as customer
feedback, videos, interviews, notes, evaluations, email
s, open answer questionnaires, photos and similar
materials that are not relying on statistics or numbers.
Qualitative research is not countable. It is all to do
with opinions and people’s view about the subject
matter.

5. Why use qualitative
research?
Qualitative research is always used to explore
insight into people's behaviours. This type of
research is going into people’s attitudes,
discovering their motivations and aspirations.
When applying qualitative research there are
also other things to consider like culture,
lifestyle, ethnic and many more.
Qualitative research is helpful when for
example dealing with customers satisfaction
and opinions how to improve the product.
It is all to do with the complex, individual
response on the given topic.
However this type of research is time consuming and can be disordered due
to its isolated unstructured form of information.

6. Methods and sources of research
Secondary Research
Also known as desk research, secondary research is the most common
research method employed in the industry today. It involves processing
data that has already been collected by another party. With this form,
researchers will consult previous studies and findings such as reports,
press articles and previous market research projects in order to come
to a conclusion. The relatively low expense in comparison to primary
research is the main advantage of this research as no new research
needs to be commissioned. However, its main disadvantage is that the
data used in the analysis may be out-dated and therefore return
inaccurate results. Furthermore, previous studies may not have
targeted the exact issue that the current research requires.

7. Magazines,
Books,
Reviews,
Radio
Internet &
Auditions,
Webpages
Archives
Research
Sources
TV
Photos, programme
Paintings, ,
Art Work documenta
ries
Previously, researchers had to trawl through old reports and databases by hand and pay
substantial sums of money to do so, yet, now in the 21st Century, the resources that
can be used for secondary research are wide-ranging. The internet has revolutionised
the way in which researchers search for previous data, meaning that useful information
is only a click away.

8. Primary Research
When research is conducted to unearth
original data, it is called primary research.
To do this, an original research plan must
be devised which will encompass, data
collection, data input and then the
production and analysis of the subsequent
results. Due to the sometimes lengthy
duration of this research it can often be
Primary research is coming expensive to conduct. However, because
straight from original source is
the research is original, the results
reliable and is not modified
throughout the way.
gathered will be more relevant to the
needs of the client.
The two basic types of primary
research are qualitative and
Primary research an be gathered by
quantitative.
questionnaires interviews and other similar
forms.

9. Data Gathering Agencies
Data Collection Agencies are the organization that can provides raw information
through activities such as interviews, technical and physical surveillances, human
source operation and much more. Information can be gathered from open, covert,
electronic, and satellite sources.

10. Research
Board (BARB)
Broadcasters' Audience
Research Board is the
British company that is
measuring television
ratings as well as audience
interest.
The number gather by
BARB are vitally important
to advertising companies
as based on the results and
success of given program
the companies can match
the advert to the target
audience and promote
product more easily.

11. Radio Joint Audience
Research Ltd (RAJAR)
This organisation is
working on the same
basis as BARB however it
is not measuring the
television interest, but
radio.
Therefore RAJAR is
measuring the
attentiveness and
attention of the
audience on different
channels and auditions.

12. Market Research
Market research can be defined as the systematic
collection, recording and analysing data related to the
business of the possession of which is necessary to
develop a marketing program. These data are also
improving the decision-making processes. Often allow the
identification of problems and errors committed by the
company and help in choosing possible to make progress
in the planning process, product, sales and promotions to
increase customer satisfaction.

13. Market research is helpful for any
business to identify opportunities to
increase revenues. And is able to
identify and measure changes in
business environment, and
especially the demand and the
factors influencing it. The study
explains the mechanism of
behaviour of market consumers,
competitors and help to identify the
means to influence these
behaviours. They also predict the
trend of market phenomena and
processes and identify potential
market in which the company
operates.