The Nature and Purposes of Research in the Creative Media Industries

The Nature and Purposes of research in the creative media industries


Primary Research

Primary research is data that is recorded that is not from another source and is original.

Primary research is where data is collected from an original source such as researching something with no other research materials. It is commonly conducted by yourself or a hired person. 
Primary research can be collected by reviewing secondary research or by primary research data. This data can be researched through many such as questionnaires and interviews. 




"Primary research is research you conduct yourself (or hire someone to do for you.) It involves going directly to a source – usually customers and prospective customers in your target market – to ask questions and gather information. Examples of primary research are: Interviews (telephone or face-to-face)"

Examples:

· Letters

· Newspapers

· Manuscripts

· Government documents

· Journals

· Photographs

· Memoirs

· Maps

· Autobiographies

· Video footage of event

· Oral histories

· Audio recordings

· Interviews

· Research data

· Speeches

· Objects or artefacts

Primary research conducted during an interview about Brexit (James O'Brien, 2018)


Primary research shown publicly would would James O'Brien in 2018 where he was talking about Brexit using both secondary and primary types of information. (O'Brien, 2018)

Primary research that i have collected may be within the EN Corporate video where i have collected data from a feedback response from John and Lotti who had given us some improvement points to greatly improve our work. (Ip, 2021)

Primary data i have collected could be the survey for my Corporate video as this is data that is not found anywhere else as this survey is about a newly made video and the answers were not based off of other information (primary data)





Secondary Research

Secondary research is data that is used from another source of data.

Secondary research consists of research based on primary research which means it's not original, for secondary research people use primary sources to analyse in order to conduct their own research.




Secondary Data Quote:
"Secondary research or desk research is a research method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of research. Secondary research includes research material published in research reports and similar documents." (QuestionPro, No date)


Secondary research shown publicly would would James O'Brien in 2018 where he was talking about Brexit using both secondary and primary types of information. (O'Brien, 2018)
Another example of secondary data seen publicly is the coronavirus conference where Boris Johnson talked about the COVID rules, symptoms and how to prevent it. (Johnson, 2020)

Examples:

· Books with endnotes and footnotes

· Conference proceedings

· Biographies

· Literary criticism

· Reprints of artwork

· Book reviews

· Journal/Magazine article which interprets or reviews previous findings

· Most works incorporating primary sources

Secondary research that i have conducted myself is working on researching about the Unilever products in which my case was Lynx, I had conducted research in order to find out the target audience and the product users so that i could redesign the product for another target audience and social ladder. (Ip, 2020),(Johnson, 2020)




Secondary research i have conducted could be the information gathered for the Lynx product as i had used primary/secondary data to complete my powerpoint presentation on how i could change the companies ideas to fit the elderly audience more.




Quantitative Research

Quantitative research is research that is recorded with numbers.

Quantitative research requires data sorted in numbers which means that the data can be presented as a graph. quantitative research can be used for things such as collecting the age group of a video or the amount of students in a class.




"Quantitative data is data expressing a certain quantity, amount or range. Usually, there are measurement units associated with the data." (OECD, 2001)


Public quantitative examples would be the data shown publicly in the UK  about COVID (Johnson, 2020)




Examples:

· Survey

· Experiment

· Simulation

· Graphs

Quantitative research I have followed through with is within our assignment for our EN Corporate video in which we had created a survey in order to find out our viewers age so that we may conduct our primary research on our own video. (Ip, 2021)




Quantitative data that i have gathered could be the survey that i have used for my Corporate Video as people were asked to fill in this survey to see what they think of the Corporate  video created. The survey told us how many people took the survey and their age which is quantitative data.

Quantitative data collected about the UK economy can be shown on the UK news on channels such as the BBC meaning that the BBC have used quantitative in the form or a graph to so its shown publicly.




Qualitative Research

Qualitative research is data that is recorded within large amounts and with detail.

Qualitative research requires full reports on data that is detailed, this type of data is usually is based on interviews where this type of data can be used on things such as newspapers as qualitative data is data put into details words and not numbers such as reports.




Secondary Data Quote:
"Qualitative data describes qualities or characteristics. It is collected using questionnaires, interviews, or observation, and frequently appears in narrative form. For example, it could be notes taken during a focus group on the quality of the food at Cafe Mac, or responses from an open-ended questionnaire." (MAC,2021)



Qualitative research I have collected may be within the EN Corporate Video as we had created a survey asking many questions to see if the video was up to peoples standards and to figure out if the video was suitable to be published to advertise our college. Some questions required the viewers to discuss if they thought that the video was any good and if the video was not up to their standards with why they think that too. (Ip, 2021)



Qualitative data is shown within the COVID Conference in 2020 when Boris is talking about the worldwide COVID problem (Johnson, 2020)


 

My qualitative data that i have gathered is from research of the LYNX product as i have created a powerpoint of the company to figure out the target audience and how to change its target audience to best fit other age groups. 


Examples:

· Observations

· Interview

· Focus Group Discussion

· Verbal and written feedback

· Reports

BARB

Secondary Data Quote:
BARB is responsible for delivering the UK’s television audience measurement currency. We commission research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent the viewing behaviour of the UK’s 28 million TV and broadband-only households. Each year, £7.5 billion is invested in the production and distribution of programme and commercial content, which is guided and accounted for by our data.



DRG

Secondary Data Quote:
DRG is an independent, full-service market research agency with extensive experience across several sectors. We provide innovative research solutions to some of the biggest brands, media owners, agencies and public sector organisations both in the UK and across the world.



Audience/Market Research

Secondary Data Quote:
"Audience research is essentially any research conducted on a specific sample (i.e. the audience) in order to find out about their attitudes, behaviors and habits" (SAPIO, No Date)




Audience research is research from the data an audience gives you meaning that the research will be accurate as this research is usually conducted within a large audience.

Audience research is defined as any communication research that is conducted on specific audience segments to gather information about their attitudes, knowledge, interests, preferences, or behaviours with respect to prevention issues. (Ip, 2021)




My research portfolio shows the research on marketing as i have used primary/secondary research to find the target audience of the product which in this case is Lynx who has a young target audience. My task is to change the target audience of the product to best fit other age groups.

Audience research shown publicly would be Elon Musks' interview about him and his companies. (Musk, 2017)




Examples: 

  • Surveys
  • Interviews
  • Focus Groups
  • Customer Observation
  • Exploratory
  • Descriptive
  • Casual

Production Research

Secondary Data Quote:
"The purpose of production research is to gather information on the content of production related issues. The methods of production research could be primary research; this means researching via books and setting up focus groups to gather people's opinions." (GRAIN SA GRAAN SA, No Date)




Production Research. Production research is always needed when developing a new game or product. It is research to help give information on the characteristics of the product. The purpose of production research is so that the producers can see what the consumer is wanting in the game and how you can offer that to them. (Ip, 2021)




My evaluation report shows that the audience ha a voice to improve the Corporate video as they are given a survey to see the audiences answers so that we could make improvements for the future. 

An example of Production research shown publicly would be Tescos' customer review (John, 2021)




Examples:

  • Primary research
  • Secondary research
  • Marketing research
  • Audience research
  • Recces
  • Talent Release

Links: 
O'Brien, year, James O'Brien's Brexit Interview With Tory Minister - In Full - LBC, Youtube, Available at: 

Ip, 2021, Questionnaire Results Analysis, Blogger, Available at:

Johnson, 2020, Coronavirus press conference (19 December 2020), Youtube, Available at:

Ip, 2020, Unilever Product: LYNX Rose Presentation, Blogger, Available at:
Unilever Product: LYNX Rose Presentation (jodytvandfilm.blogspot.com)

Ip, 2021, Research Portfolio, Blogger, Available at:
https://jodytvandfilm.blogspot.com/2021/03/blog-post.html

Ip, 2020, Evaluation: Corporate Video Production, Blogger, Available at:
https://jodytvandfilm.blogspot.com/2021/01/evaluation-corporate-video-production.html

QuestionPro, No Date, Secondary Research - Definition , Methods and Examples, QuestionPro, Available at:
https://www.questionpro.com/blog/secondary-research/#:~:text=Secondary%20research%20or%20desk%20research,research%20reports%20and%20similar%20documents.

OECD, 2001, QUANTITATIVE DATA, OECD, Available at:
https://stats.oecd.org/glossary/detail.asp?ID=2219

MAC, 2021, Data Module #1: What is Research Data?, MAC, Available at:
https://libguides.macalester.edu/c.php?g=527786&p=3608639#:~:text=Qualitative%20data%20describes%20qualities%20or,from%20an%20open%2Dended%20questionnaire.

GRAIN SA GRAAN SA, No Date, Production Research, GRAIN SA GRAAN SA, Available at:
https://www.grainsa.co.za/pages/grain-research/production-research#:~:text=The%20purpose%20of%20production%20research,groups%20to%20gather%20people's%20opinions.

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