Audience Research Flashcards
1
Q
What is PRIMARY RESEARCH?
A
Information gathered first hand from the audience
2
Q
What is SECONDARY RESEARCH?
A
- ‘Second hand’ research
- Research that has already been conducted by someone else
3
Q
What is QUALITATIVE RESEARCH?
A
Research based on attitudes, thoughts, opinions, behaviours rather than facts and figures
4
Q
What is QUANTITATIVE RESEARCH?
A
Any research or data which can be put into numbers
5
Q
Name 3 methods of PRIMARY RESEARCH
A
- Questionnaires
- Surveys
- Interviews (Face To Face, Telephone Or Internet)
- Focus Groups
- Vox Pops
- Product analysis
6
Q
Name 3 methods of SECONDARY RESEARCH
A
- Information Found In Books
- Journals
- Internet Research
- Documentaries
- Archive research
7
Q
What are 3 benefit of AUDIENCE RESEARCH?
A
- You get the real voice of the audience, valid (qualitative) answers
- You can research audience numbers (quantitative) in order to measure trends and popularity
- you can ask
- You can ask questions to gauge what the audience want in order to respond to the audience needs
- You can hold focus groups to get a response from more than one person
- You can show the audience a sample and ask for an opinion
8
Q
Why is it important to use PRIMARY RESEARCH methods?
A
- Information can be obtained first hand from the audience
- A range of sources can be used
- You can ask further questions
- Target issues are addressed
- Interpretation of data is better
- The information is up to date
- Information is more likely to be accurate
9
Q
What are 3 DISADVANTAGES of PRIMARY RESEARCH?
A
- Questions and answers could be biased
- It is very time consuming
- It can cost a lot of money
- One person could dominate a focus group
- People taking part may not give true opinions, just agree with majority
- Responses could be unclear
10
Q
What are 3 ADVANTAGES of SECONDARY RESEARCH?
A
- There is a wide range of research material available so the researcher will find relevant information
- Secondary research is easy to obtain reducing the time and cost of research
- Secondary research may come from a wider range of data than the researcher has access to, which increases the validity of the research
- Secondary data maybe from sources that the researcher cannot access themselves, widening the data available to the researcher
11
Q
What are 3 DISADVANTAGES of SECONDARY RESEARCH?
A
- You May Not Get A True Understanding Of The Audiences Opinion Because You Cannot Ask Follow-Up Questions
- The Research May Have Been Carried Out In A Different Context Leading To Unreliable And Invalid Results
- The Producer Has Not Control Over How The Research Was Carried Out Which Means It Might Not Be Relevant
- The Secondary Research Data Might Be Out Of Date Meaning It Is Invalid
- The Secondary Research May Have Been Influenced By Its Author (Biased) Which Means It Might Be Unreliable To The Producer
12
Q
What are 2 ADVANTAGES of QUALITATIVE RESEARCH?
A
- Allows the producer to gain an in depth understanding of the consumers’ needs
- Researcher can ask questions and follow up questions to clarify answers
- It is quick and easy to undertake
- Research is not limited to particular questions and can be adapted by researchers in real time in response to answers
13
Q
What are 2 DISADVANTAGES of QUALITATIVE RESEARCH?
A
- The data gathered can be hard to interpret
- The cost involved can be high
- The findings are hard to present visually
- The quality of the research is dependent on the skills of the researcher
- It does not allow for statistical data to be used
- Can be time consuming to undertake
14
Q
What are 2 ADVANTAGES of QUANTITATIVE RESEARCH?
A
- Results Are Easy To Analyse And Compare To Other Data
- It Is Easy To Present Information In An Understandable Format Of Charts And Graphs
- It Allows For A Greater Number Of People To Be Involved In The Research, Which Would Increase The Reliability Of The Results
- Personal Bias Of The Researcher Can Be Avoided Which Would Lead To More Reliable Results
15
Q
What are 2 DISADVANTAGES of QUANTITATIVE RESEARCH?
A
- Results do not go into much depth and do not explain why people chose answers which could lead to poor understanding or data
- Statistics change frequently and so can become out of date and thus invalid
- Cannot target questions precisely leading to less refined information
- Qualitative data might be from secondary source which means it is less reliable
- Pre-set answers on a questionnaire might not reflect the respondents true feelings
