Customer audience research

Customer Audience Research on Prezi

Production research

Production Research on Prezi

Market research agencies and organisations

Barb

 

 

Barb stands for brodcasters audience research as this organisation gathers all information in regard to the amount of audience a programe receives.Barb also gets television ratings for brodcusters and also advertising agencies within the UK.Therefore Barb conducts this research for the contractors for a certain fee which depends on the categories the research falls in.Looking into Barb's audience measurement process the organisation provides information on the amount of people watching television along with further information such as the channels,the program,the time the people will be watching that certain programme and the people's factors (e.g social factors).
 

Rajar

Radio Joint Audience Research is a organisation that carries out research on the amount of people listening to a certain radio channel within the United Kingdom.Therefore Rajar finds out information regarding who listens,where,why and how they listen to that certain radio channel.Overall the organisation monitors the perfomance of a specific radio channel and distribute the information they find to businesses who purchase this information therefore showing them which station willl best suit their advertisement in order for them to reach their target audiance.
 

Ofcom

Ofcom researches the TV and radio sectors, fixed line telecoms, mobiles, postal services and wireless divices.Therefore this organisation provides information to contractors on how they can communicate effectively without facing any problems such as scams.Businesses can therefore make a contract with ofcom in order to be informed of the range of tastes and intrests in which the viewers have,what material is accaptable to publish and how to treat the people in which are within their advertisements.
 

NRS media

New revenue sources media is a organisation that helps media companies by making them more aware of their target audience and how they can attract them.Therefore this organisations helps its clients by offering them help with their advertisements therefore providing information on how to identify target markets and how to make the correct marketing strategy that will attract new audience.

 

BBC

 British Broadcasting Corporation is a british broadcasting service that provides information on the current affairs to the general public.The BBC has a range of ways in which the public can access its information as it broadcasts on the radio,television and on the internet.Therefore media organisations can carry out research through the BBC as it provides statistics and other things such as social,technological and economical factors about the public therefore identifying markets.As the information provided on the BBC is not one sided this increases the accuracy and makes it reliable to use in making judgements.

Date	Source of information	Description of the website	Is the source reliable
21th June, 2012	Media Magazine	Examples of market research.	Due to this magazine being based on media it is quite valid as this relates to the creative media industry
21th June, 2012	Wikipedia	Primary research	This is not a very reliable source as changes can be made to the website by the general public.
28th June, 2012	Plunkett research	Examples of the research that is carried out within market research organization.	This source is reliable as it is an actual organization that carries out market research.
28th June, 2012	www.knowthis.com	Definition of secondary research	This source is reliable to a certain level as the information on the website cannot be edited by the general public.

 

03th October 2012	AS level for OCR Applied Business Textbook	Market research	This source is reliable to as the information in the textbook was approved by OCR which is a leading organization providing qualifications for students.
03th October 2012	PDF	Effectively conducting market research	This source was reliable as it was produced by analysts.
03th October 2012	nrsmedia.com/	Marketing strategies solutions	This is a reliable source as it is analyzed by analysts and contains well researched information.

Research strategy

Primary research

As primary research will produce a range of quantitative and qualitative data in which other researchers within the creative media industry are unaware of I will use this method of research.Therefore the I will firstly carry out a questionnaire as this will provide customer opinion and views on certain things.

Collection of data through questionnaires will therefore provide both qualitative and quantitative data as I will  find out the audience’s  aspects of the creative media industry. Furthermore quantitative data is also collected when doing surveys as the I can include questions that have numbers therefore requiring analysis through graphs etc.

Within the discussions that are carried out within focus groups I can get useful qualitative data as the people involved will provide different research of the market in which the creative media inudstry revolves around. Furthermore the individuals within the focus groups will bring different ideas that will be beneficial to my research as they will have different characters and opinions on certain things.

Secondary research

The internet provides a wide range of information that can help me towards improving the creative media industry. Firstly on of the things in which the internet has is the feedback from online surveys along with completed questionnaires and competitor reports. Statistics from sources such as the government are also provided along with forecasts regarding the walfare of the public etc. Other information in which I can find is that regarding the social factors of the audience.

Government statistics will be useful within my process of undertaking research as I will be able to reflect on the quantitative data that will be provided on things such as the economy, people and places which helps me in planning things such as my budget. Government statistics will also help me as this gives me the information regarding the target market . Moreover the statistics will provide other markets in which there is a high amount of disposable income etc.

AO2 single camera technique

Programme, film and series ratings, readerships circulation figures and box office figures.

Film:Chronicle

Acccording to the IMDb website chronicle has a rating of 7.1 out of 10 based on the ratings of 89,803 users.In terms of box office figures the film made an overall gross total of $ 64,314,970 within the United States and Canada and a further $58,800,000 in other territories therefore making a  worldwide total of $123,114,970.However the film did not have any readerships circulation figures as it was only based on cinematography from its making.

Series: Friends

The IMDb has a rating of 7.1 out of 10 for friends according to 165,049 users.However as a series a more informative rating is where it consistently ranked within the top ten of the final television ratings within the US as it was compared to other television series at the time.Friends also does not have a book meaning that it does not havve readership circulation figures and it also does not have any box office figures due to it being a series.

Music:Hey Jude (album)

Allmusic.com rating- 3 out of 5 according to its editor rating.The album is described as genius as the tracks within the CD are well composed.It is also further described as exquisite while entertaining in a wide range of moods.


Film review

Battleship:

Rotten tomato has done a review on the movie battleship which has received a rating of 4.6 out of 10 on avarage.Of all the audience that where users on the website 53% liked it and on the basis of 218,906 3.3/5 was scored.The top critics on the website described the movie as a film for less demanding people in terms of films furthermore the movie is described as loud.

Game review

Fifa 12:Gamespot review

Fifa 12 is difined as a challenging,addictive and exciting game of football that has now been improved in terms of the defense,player impact,improved online gameplay etc.However the game also has bad reviews as it is stated that it the single player mode remained the same.The editor's choice of score for the game is 9.0 as opposed to the users' of 8.4.

Audience/Gender research

InStyle Magazine

 

In-style is a female based magazine and it consists of things that are allegiant and feminine.This magazine therefore uses a colour scheme that appeals to women as it uses different background colours such as white which symbolises purity.Along with use of colours the magaznes uses celebrity endorsements in which women look up to therefore using their presence and also the clothing that they wear effectively in order to make the magazine more appealing.The magazine also use ensures that the clothing is fashionable and trendy therefore attracting women to seek for tips in order to have a look that is similar.

Furthermore as the magazine has developed its title it is put at the top of the magazine in bold letters to attract women in noticing it and as the title conveys a message of trend upating this further has an impact to potential customers.Besides the main title the magazine also has different contents of the things within the magazine in order to give customers a preview of the information they can gain from the magazine.

The gifts offered within the magazine also further edge people to buy the magazine as this gives them the opportunity to gain something from the magazine besides the information.The language used also has an impact as the magazine ensures that it applies to women of a certain age therefore gaining their interest.Therefore use of language attracts their target audinece as this is accurate in terms of what they like.

Men'sHealth Magazine



Men's Health is a magazine aimed at male audience.This magazine has a range of things that attract men into purchasing it for example the use of healthy celebrity endorsments in order to support its title and make men to aspire to that.Looking at the title it is well outlined in bold letters to make it clear and also the colour red is used in order to suggest a sense of men considering the importance in ensuring that they have good health before they get unfit.

The magazine also has content to give the audinence an insight of what they will read and to also draw them in as it uses things such as the offers that are within the magazine.Some of the content is further highlited as this is something that the magazine wants to get to the attention of the audinence.
The langage used within the magazine is made to suit its audience therefore making them to have an interest in what is said.

Topics included:
images
title
typography
Content
Gifts
Languages

Market Research

Market Research on Prezi

Types of research

Primary research

Primary research is the research that is carried out in order to collect data that is non-existent.Primary research is done in different forms as experiments,tests and investigations can be done in order to acquire certain information.As primary research is first hand it does not come from published sources as these are within the category of secondary sources.Therefore primary research gives the researcher information regarding what customers need and also what they need to do in order to succeed within the market.Furthermore as primary research is data that does not exist the data that the researcher obtains is up to date.Up to date information is important as this means that the researcher is informed of the current preferences of the market along with the new views and opinions.

Examples of primary research

Observation

Observation is not highly used as this usually leaves the researcher with unanswered questions.This research is done if the researcher needs to be aware of behaviour and activity that occurs from their target audience.Therefore this gives the creative media industry information as to how the audience react to what they would like to introduce.Despite providing the industry with certain information observational research cannot be changed meaning that the researchers cannot interfere for the research to have the outcome they require.Overall this is a very helpful method of research as it provides the researcher with relevant facts,actions and behaviours of the market having analysed the results found.Observational research is also an important part of research as it gives precise information that cannot be altered by the people observed.Furthermore observational research costs are low as the process does not require much labour,time nor planning.Lastly listing all the main advantages observation is real time recording therefore increasing its accuracy rate to a high level and the researcher directly watches the events that occur during the observation therefore meaning that they see all the activity.The disadvantages include the disturbance of customers if the researcher is present in person as this will mean that they act differently and researcher errors along with problems in regard to confidentiality as some information may be illegal to use.

Experimentation

When undertaking primary research the researcher can also do experimentation in which they carry out tests to see the reaction of their target market.Therefore having undertaken  experimentation the researcher will receive feedback that will inform them if the experiment would have been successful.Experimentation can also be conducted online as it provides opportunities to carry this out.Furthermore test markets are areas in which experimentation research is carried out due to the audience being similar to the target audience.Test market also helps within the creative media industry as this helps find out if what they want to propose is efficient and fit for purpose.One of the disadvantages of experimentation is the costs as they are very high due to the time and planning that has to be covered.Moreover experiments are also costly as the researcher does not have guaranteed results.Along with being costly  accuracy is not high when conducting an experimentation as the people involved in the experimentation can change their behaviour.

Surveys

Surveys are highly used within primary research as they are a good method to ask questions and get statistics to get information on how people think and also how they act.There are different types of surveys namely face to face surveys which are carried out by the individual conducting the research doing personal interviews.Postal surveys have to be sent to the potential audience of the creative media industry who complete the form and send it back which provides information that will help in developing the industry.Email surveys are within the category of online surveys and provide the creative media industry with views of existing and potential audience.Telephone surveys are also carried out within the creative media industry as they are a fast way to get information on certain things.

Advantages of primary research

Primary research has different advantages as it provides the specific information that is searched by a certain individual which therefore provides them with information in which they require and that is accurate as they are informed as to what their audience's requirements are from the certain sources in which they acquire the information.Along with providing specific information primary research also provides well detailed information as different techniques can be used in getting information from customers for example using opening and closing questions.Primary research also provides the researcher with information that is unique due to it being unavailable to the public which differentiates it from secondary research.

Disadvantages of primary research

As primary research is has to be done first hand this makes it time consuming and as it also time consuming this also means that the people conducting it will be wasting time that could be used for other assignments in which could increase the amount of money that is generated in other projects.Primary research also requires a lot of input as it requires planning then further on analysis of the information that will be found by experts.Primary research also needs a large amount of information in order to be accurate for example a questionnaire.

Secondary research

This is the research that is carried out through the use of data that already exists.As secondary research is secondary it is collected by someone else as opposed to primary in which people conduct the research themselves.Secondary research is classified into two categories which are internal sources and external sources.Overall in order to obtain information about the market size along with the trends the researcher has to use this method of research as this includes reports etc which further note the things in which others have done and possibly had a good outcome.

Advantages of secondary research

Firstly secondary research is easy to access due to the introduction of Internet use as opposed to previous times when secondary research had to be mainly done through the use of the library.Secondary research is also low cost to acquire as getting sources from Internet etc is less expensive than actually carrying out the research and in most cases the secondary research is free to obtain.Furthermore as things such as postal surveys will take time due to late replies from customers secondary research is also an advantage to carry out as the information can usually be received immediately. 

Disadvantages of secondary research

Due to having less control as to how the data is conducted the data may not be relevant to the researcher.As secondary research is carried out by other researchers the data in which you collect may be bias.Along with all these disadvantages secondary research is available to other competitors within the creative media industry.Furthermore when the information is gathered the analysts may analyse some information the wrong way therefore leading to some bad decisions and as this information is second hand this means that it won't be specifically what the researcher wants.Lastly as secondary research is information published on different dates this means that the information in which the researcher finds may be out of date therefore making the information they find inaccurate.

Examples of secondary research

Secondary research is classified into two categories which are internal sources defined as in this case resources within the creative media industry.However internal resources are not mainly used within the creative media industry as this industry uses external sources that are outside of the industry such as the Internet which is the main source that is used when conducting secondary research as it has information of  what people's main factors are and their relations with media.The Internet also has feedback from online surveys and questionnaires.Also the Internet provides the opportunity to seek on what others have done as it has access to different reports.One of the things in which make the Internet an important sources is the statistics it provides in terms of future forecast sales etc.Furthermore the Internet also has information on how the market is operating meaning that this opens the opportunity for the researcher to plan ahead.Despite the Internet providing a wide range of Internet it also has disadvantages as it can be costly due to the time that it will take to gather all the data on the market research and further analyse it.Moreover the data may be misleading depending on the site as some can be altered by the public.However also looking at the positives the Internet is not time consuming as it can be easily searched for with the search engine provided.


Libraries

Libraries also give the researchers within the creative media industry information of their audience as it also has different books and records with people's views and opinions on the things in which the industry may want to do.Libraries also provide statistics regarding preferences etc.Along with that libraries also contain reports in which the researcher can use in order to compare how they are performing as opposed to others within the media industry.Furthermore libraries are a good method of research as no costs comply.However the disadvantages regarding using libraries is the amount of time it may take the researcher to find the specific book they will require and then the analysis that will have to be carried out in order to find the relevant information to them.

Overall (Primary and Secondary research)

In the collection of primary and secondary research which provides both quantitative and qualitative data the methods have different advantages and disadvantages for example interviews which are carried out to gain qualitative data are a good method as the researcher can observe the interviewees,gain past data that they are unaware of and obtain more information from questions that arise.In terms of disadvantages these include interviewees being unable to effectively communicate etc.An outline of advantages and disadvantages of a method categorised as quantitative data are documents found by the researcher as they can obtain and review the time at their own convenient etc.Furthermore  an example of a disadvantage is how documents can be hard to find.Therefore overall both forms of research have advantages and disadvantages therefore providing the researcher with different information that they can apply.

Quantitative data

Quantitative data is data that can be counted as it is identified on a numerical scale. This data is often collected through the use of experiments then statistically analysed.Quantitative data could either be counted or measured and uses surveys to collect large amounts of data.Therefore within the creative media industry the quantitative data will be based on the ratings,web hits etc.Having statistically analysed quantitative data is then represented visually in graphs and other things such as bar charts etc.

Advantages of quantitative data

One of the advantages in which quantitative has to the creative media industry is its effectiveness in measuring audience size and their profiles as this data can translated into charts and graphs.Quantitative data also helps the creative media industry to see the awareness of certain things related with media.Quantitative data also provides important information about the audience within the creative media industry as social,economical factors etc.

Disadvantages of quantitative data

In order for quantitative data to be measured large amounts of data is required.As quantitative data includes the collection of data through interviews when handled improperly it can produce results with errors.Due to the requirement of measurement this is a disadvantage when doing quantitative data as expensive measurement tools have to be provided.As quantitative data includes statistics this information cannot be used to make decisions as this is not the exact amount.

Qualitative data

Qualitative data is used to describe certain types of information. Qualitative data is used to characterise the characteristics or properties of a certain thing for example within the creative media industry they will have to look at opinions,attitudes etc. Qualitative research is more in-depth and focuses on getting answers to particular questions and concerns.Therefore the difference between quantitative and qualitative data is the different uses of this data in terms of information and use of number as qualitative data describes and quantitative data defines.

Advantages of qualitative data

Qualitative data gives the creative media industry an insight into what the audience require as it gives them information on their feelings, impressions and viewpoints.As the results are heard first hand within qualitative data they can easily analyse them and the research is also flexible and designed to be completed easily therefore providing the creative media industry with accurate information.Qualitative data also provides information regarding people's experiences in terms of how things are the way they are.

Disadvantages of qualitative data

Qualitative data does not provide a measurement of the amount of people with the same views.Furthermore despite getting information from a certain group of people about the way they feel,think or behave towards certain things this information cannot be necessarily applicable to everyone.As qualitative data is highly associated with use of information received from the audience within the creative media industry this is a disadvantage as some people may alter their behaviour and change their views when answering certain questions therefore providing information that is misleading.

Overall appropriateness of primary and secondary research

Primary research====> Accuracy

Despite primary research providing a range of information in regard to the public it may not always be accurate as the sampling chosen may not completely represent the target market.Furthermore looking at questionnaires some answers may be answered inaccurate as people may choose not to answer the questions honestly which may also occur within a interview situation.

Fitness for purpose

Primary research provides the business with both qualitative and quantitative data in which provides well detailed information in which helps in making the correct aims and objectives and choosing the right strategies to carry out certain operations.

Cost

Looking at the costs this depends on the primary research in which you conduct as surveys such as questionnaires will require planning,time to carry out the questions and then further analyse the information in which you find as opposed to observation in which the information is provided by analysing the activity of the target audience.

Time

The amount of time in which primary research takes differs as focus groups will take less time as opposed to experimentation.

Response rate

The response rate of primary research can be 100% when getting the information from a source such as observation since the information will be based on the actual activity of the target audience.

Secondary research====> Accuracy

Secondary research is mainly accurate however when taking information from the Internet some websites may be altered meaning that the information will be inaccurate.

Fitness for purpose

Secondary research provides a range of information as it contains more information that is already published.

Cost

Researchers often use secondary research as getting this information is much less expensive since primary research requires more input and time.

Time

Secondary research takes less time to conduct than primary research as the information is already provided.

Response rate

The response rate differs because when comparing the Internet has a higher response rate than the library as the information is easy to access and as the information on the Internet is constantly updated.However if the information on the Internet is altered this means that the response rate will be a low percentage.