4. Starter Questions What is research? Why do we research? How do we research? In pairs...... I think, research is... Yeah, I agree with you &
5. Linking the Thinking Chart Ignore the right hand side of the chart for now. Think about your discussions in pairs. Write your answers & ideas in each section.
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7. Why? Learning Objectives To know what research is and why we conduct it. To understand categories of research in the media industries. To be able to unpick the requirements of the Assignment Brief and Task 1 successfully.
10. Research Techniques for Media Industries Research is fundamental to all aspects of 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 of the media industries.
11. Working in the same pairs, unpick what this paragraph means. Think about the Starter Question – WHY DO WE RESEARCH? But word it like this: WHY DO MEDIA INDUSTRIES RESEARCH? Pick out the key points of the paragraph that you think will answer this question?. Summarize them in no more than 4 sentences or bullet points. Research Techniques for Media Industries
12. Why do Media Industries research? Key Points of paragraph
13. Reasons for Research 1. Cost of media products – financial viability
20. Is the production commercially viable – related to how much money will be spent in creating and marketing the product compared with how much revenue expected
21. Plan production and post production – technical and logistical aspects about the creation of the productMarket Research The collection and analysis of information about the market within which the product will compete with other products for audience and revenue. Data about the audience Audience awareness of media product and product reach Audience profiling Attitudes towards products and services Audience patterns of behaviour Analysis of competitors Advertising placement and effects
22. Market Research Why? Media producers will often commission specialist media research agencies to complete market research on their behalf. Hire “experts” Cheaper overall for business Control of project Focus on core business No redundancy in business
23. Market Research Some of the specialist agencies who carry out this research are… ABC National Readership Survey Nielsen Media Research Broadcasters Audience Research Board TNS Radio Joint Audience Research
24. Market Research - Audience Segmentation Age Gender Culture and ethnicity Income and Social Class
25. Market Research - Income and Social Class Groupings Source:- NRS Website
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27. Is the production commercially viable – related to how much money will be spent in creating and marketing the product compared with how much revenue expected
36. The collection, collation and summary of information and data that already exists. This is when a researcher uses the data and information of another researcher to help them evaluate but they have note conducted the research themselves. Primary Research The collection of information and data that does not already exist. This research is carried out by the researcher themselves.
38. Read through the Programme Treatment and then discuss, in your pairs, the questions you would ask yourself as a junior researcher. For example you might start to think about the location of the shoot (this is part of the production research), you might then start to think about the gender you might target for your audience (this is part of the market research). In your pairs write 8 questions you might use as a starting point for your research – 4 production research and 4 market research.
39. Homework Task Your homework is to answer the 8 questions you have written using SECONDARY RESEARCH For example, if one of your questions for Production Research is about where you might shoot the programme you might begin by doing a Google search of British universities outside London. Then you might pick 4 universities from your search and look in a little more detail into their campuses and locations to find one which you think would suit the nature of the show given what you have read in the Programme Treatment. Likewise if one of your questions for Market Research was, ‘How many males would watch a show like this?’ You could do a Google search on the demographics of the audience of ‘Skins’ and ‘This Life’ as these are very similar shows.
40. Linking the Thinking Chart Now think about the right hand side of the chart. Think about the key questions we have covered. Consider your discussions throughout the lesson. Write your answers & ideas in each section.
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42. Linking the Thinking Chart Now think about the centre of the chart. Consider what we have done in the lesson in order for you to jump from the left hand side of the chart to the right. Write some notes about how you gained you new knowledge.
