Research and Audience, Unit 2 Flashcards
Why do media producers research?
-To know the client’s brand ethos
-Learn about target audience/audience requirements
-Conventions of a type of product
List the types of primary research
-Questionnaires
-Surveys
-Focus groups
-Interviews
-Analysis of products
What are the advantages of questionnaires?
-Cheap
-Quantitative Data
-Wide Catchment
-Anonymous
What are the disadvantages of questionnaires?
-No guarantee that everyone who’s received one will complete it
-Different interpretations of questions/lack of comparable data
-Lack of accessibility if sent through internet
-Time consuming to sort data
What is the difference between a questionnaire and a survey?
Questionnaires only have closed questions such as scales, rankings, etc.
Surveys have a mix of closed and open questions.
What is the difference between closed and open questions?
Closed questions give simple options for the audience to choose from whereas Open questions allow for free-form text answers
What are the advantages of surveys?
-Both qualitative and quantitative data
-Cheap and fast
-Targeted
-Can gather quotes and statements
What are the disadvantages of surveys?
-Requires preparation to find target audience
-Survey fatigue so people will get bored
-Some people could get confused and answer incorrectly
-No diverse group = Bias
What are the advantages of focus groups?
-In depth insights with discussions
-Real-time feedback
-Observation of facial expressions and body language
-Controlled sample
What are disadvantages of focus groups?
-Requires a moderator to control discussion
-Influence of others can create dishonesty
-Solely qualitative data is hard to analyse
-Cost and time
What are the advantages of interviews?
-Detailed data
-Observations of facial expressions and body language
-Lots of time together leads to more trust and honest answers
-Controlled sample
What are the disadvantages of interviews?
-Requires scheduling
-Interviewer may have a natural bias
-Travel and location arrangements are costly
-Prior research needed for questions
What are the advantages of analysis of other media products?
-Gathers data on how to make a successful product
-Discovers demands of target audience
-Helps find new ideas/techniques
What are the disadvantages of analysis of other media products?
-Time consuming which takes away time spent on product
-Could lead to a product that is too similar to existing products
-Lack of cleared opinions gathered
-Costly due to needing to buy other products
