Nature and purpose of research in creative industries

 Nature and purpose of research in creative media industries 

Audience Research

 Research for Audience research can be carried out in a number of different ways.

The public want quick and easy research, especially if they are going to undertake any in the first place. Without a doubt the most easy and direct forms of research are questionnaires and surveys. These make it very simple to extract information from the audience of your product. These can be completed online or in person and are very easy to do. They can be handed to anyone and anywhere to ensure the widest range of results. Another good method of audience research is focus groups. You can gather a small focus group of a particular demographic or age range, and run through any ideas or queries. Transparency is key with this method and ensures your ability to mend any issues raised.

http://danahollowayfilmandtv.blogspot.com/2015/12/examples-of-media-production-research.html?m=1

Market research

Market research is mostly numerical. Stats, numbers and graphs are most certainly the way to go with this avenue of research. What’s selling, how much of it is selling, how fast etc. quantitative research is the most used in this situation due to the fact you are dealing with large numerical values rather than what these values actually represent. Market research is vitally important as it allows you to keep your eye on competition, which is important to help you survive in your chosen market. It allows you to have a more clear understanding of what you’re selling and who you’re selling it to. Again methods such as focus groups are great for this type of scenario.

References: https://en.m.wikipedia.org/wiki/Market_research

Production Research 

Production research is vital for the production to actually go ahead. This includes such things

a systematic investigation of phenomena by gathering quantifiable data and performing statistical, mathematical, or computational techniques. Quantitative research collects information from existing and potential customers using sampling methods and sending out online surveys, online polls, and questionnaire , for example, primary and secondary market research would be useful when carrying out production research 

References: http://danahollowayfilmandtv.blogspot.com/2015/12/examples-of-media-production-research.html?m=1

Primary research is a method used by researchers to directly collect data, straight from the source, rather than from a third party or research already previously carried out. Primary research is technically “owned” by the people who undertake it. An advantage of primary research is that it can be extremely specific and pin pointed to a specific problem.

An example of primary research is an interview. These can be conducted face to face or over the phone. Interviews are said to generate a better response from interviewees, but this all entirely depends on the interviewers ability to answer intelligent and well thought out questions.

Focus groups is another good example of primary research, this involves bringing together a small group of experts in a particular subject, with a moderator who stimulates conversations to gain greater insights. This can be used in media by screenwriters or directors in order to come up with new and interesting ideas.

Reference: https://www.questionpro.com/blog/primary-research/amp/

Secondary research

This is also known as “desk research”. This research method involves using already existing data, which is then collated to increase the effectiveness of research.

Secondary research includes published reports and documents. Public libraries and websites may make these available for public access and therefore research.

Secondary research is much more cost effective and easier than primary research. It makes use of already existing data, unlike primary research which is collated first hand.

An example of secondary research is data available on the internet. Data and information is readily available on the internet almost always for free in which media representatives and businesses can use for free.

Another example of secondary research is public libraries. These are arguably more important than the internet as they house books and documents even earlier than the internet which are stored safely.

References: https://www.questionpro.com/blog/primary-research/amp/

Quantitative research 

This type of research method is a systematic investigation. It involves sending out online polls and questionnaires to new and existing customers. This data is then quantified and crunched into numbers and graphs. Which can later be analysed and used to make predictions into the future of said business or media company. 

An example of quantitative research is an organisation conducting an event and collects feedback from the event attendees about the value of the event

An example of quantitative research is the survey conducted to understand the amount of time a doctor takes to tend to the patient when the patient walks into the hospital.

References: https://www.questionpro.com/blog/quantitative-research/amp/

Qualitative research 

Qualitative research involves collecting and analysing non-numerical data (e.g., text, video, or audio) to understand concepts, opinions, or experiences. It can be used to gather in-depth insights into a problem or

It’s the opposite of quantitative research, which is based purely on numbers and statistics. Qualitative research is commonly used in the humanities and social sciences, such as sociology and education.

Examples of qualitative research includes observations, recording what you have seen or heard.

Interviews: personally asking questions in a one on one conversation 

Qualitative researchers often consider themselves ‘instruments’ in research because all observations, interpretations and analyses are filtered through their own personal lens.

References: https://www.scribbr.co.uk/research-methods/introduction-to-qualitative-research/

Research agencies 

A market research agency is a company, division of a company, organisation or (sometimes) an individual who specialises in carrying out market research projects. Agencies come in different guises - some offer a full service approach, some offer only fieldwork or only data analysis.

An agency may offer qualitative research, quantitative research, or both, increasingly supplemented by consultancy services, workshop facilitation and so on. Agencies vary in size from one or two individuals to several hundred people, though qualitative specialist agencies tend to be at the smaller end of this range.

References: https://www.djsresearch.co.uk/glossary/item/Research-Agency