Unit 1: Research techniques

Task 1: Understanding the purpose of research:

Definition:

Market Research is the research taken by potential advertisers or producers on the demands of their market aimed at. 

Used for:

Advertisers or producers would use this to respond to exactly what their audience demands from them. Market research is constantly identified throughout my work as I found myself using numerous quantitative and qualitative data to identify my audience’s preferences. An area in which I found myself using the most amount of market research was during Unit 29 and Unit 21as well as all the tasks in Unit 7. Through doing this research I was able to fully understand the methods taken during productions in the media. It allowed me to gather useful information from my audience and thus, use it wisely to enhance my productions.

Type of research and unit:

Unit 29 task 9, Unit 21 and Unit 7

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Definition:

Audience data is the information (letters or figures) for a researcher to collect vital data on the audience who watch a TV programme or film. For example, the numbers of people collectively viewing a television programme.

Used for:

Audience data is the qualitative and quantitative data available in providing advertisers and producers with the necessary information on their target audience. Questionnaires would be used in order to produce what the audience likes and dislikes, it would help when initially planning a production. I used this technique predominantly when evaluating my practical work. The audience data is collected after viewing the product, and then audience feedback is given to help me evaluate my work. I used this most in Unit 29 when producing a TV advertisement as I needed to gather viewer comments and overall feedback from my target audience.

Type of research and unit:

Unit 29, task 21

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Definition:

Competitor analysis is an assessment of the strengths and weaknesses of current and potential competitors. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats.     

Used for:

Specifically in advertising, competitor analysis is used to identify faults and achievements of competitors in the same market. I used this technique during my advertising unit to ensure a placement in which to broadcast my production. The use of doing this was for me to discover the type of programming I would be competing against and ensuring my production was placed in the correct place and at the correct time.

Type of research and unit:

Unit 7, task 13

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Definition:

Audience awareness is noticing who your audience are and adjusting your production to suit their needs. It is also being aware if what your audience is able to understand and suiting your production to their enjoyment.

Used for:

Audience awareness is used to produce an understanding of an audience. It is used by producers and advertisers as research into their audience’s needs, much like the audience data is used to collect evidence of the consumer interest, Audience awareness is being able to understand the area which needs to be filled in order to secure an interested listener. I have used this technique again in my advertising units along with many other production units as I needed to ensure I understood the brief for my productions.

Type of research and unit:

Unit 7 task 7, Unit 29 task 7 and Unit 21 task 6

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Definition:

Advertisement placement is the time and channel an advert is placed, allowing for maximum consumer interest.

Used for:

Advertisement placement is used to ensure consumer demand is created. It is needed to provide a place where adverts can be seen by their target market and is a competition of who can achieve the best placement for their advert. During my units I have used this to ensure I would place my production in the correct spaces on TV. Looking further into the matter I had discovered that my initial placing would not have been as beneficial as it would in other places and times.

Type of research and unit:

Unit 7, task 13 and task 7

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Definition:

Content is the information placed in any one thing.

Used for:

Content is the main source of any research and product. It is an element which is needed in anything done, and my work did not differ. Content was added throughout all of my work in every unit. Often, content was research into methods and the area studied at the time, but also some content was specified in the actual productions created.

Type of research and unit:

All units

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Definition:

Production research is research that contains information about the desired product.

Used for:

Product research was used throughout my main production units, although some elements of it fell during some other units also. Product research is used mainly to allow a researcher to develop the key information on their desired product. It follows everything from the initial ideas to the placement and branding of the product and allows for an easier way to create the product in hand. During my units I used product research to gain fuller knowledge on the production in hand.

Type of research and unit:

Unit 7, Unit 29 and Unit 21

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Definition:


Consumer behavior is the behavior of the products audience towards the shown product, this can be seen through an audience classification table.


Used for:


Advertisers and producers use this element to allow a more realistic appeal on the product being made. If the consumer behavior shows them to be uninterested or perhaps bored, then this allows  changes to be made. I have used this element in my work during evaluations and client brief checks during the advertisement unit.


Type of research and unit:


Unit 29, task 9 and 10

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Task 2: Applying a range of research Methods and Techniques

Type of research

Definition:


Quantitative research is often shown through charts and statistics. It is a more accurate way to collect data as we have only one choice to pick from (as opposed to giving an opinion on the matter). 


Used for:


This type of research is generally used when producing an account of audience figures or collecting audience data on genres and types. I have used this in my TV advertisement unit as I have gathered information on audience preference on the advert i was producing. 


Type of research and unit:


Unit 29, task 9

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Definition:

Qualitative Research is the opposite to that of quantitative research as it is based more on the opinion of an audience rather that the statistics. 

Used for:

This research helps in understanding specific needs of some consumers. I used this in my advertisement unit, similar to the tasks used for quantitative research. It allowed me to follow some consumer demands and apply them to my chosen production. 

Type of research and unit:

Unit 29, task 10

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Primary sources

Definition:

Interviews are a way to collect feedback on your production. They occur when a selected person is asked relevant question on the desired product

Used for: 

Interviews are used to gather feedback on the productions, they can also occur during the initial planning for the production as part of an audience feedback. I have used the interviewing technique when gathering qualitative research. 

Type of research and unit:

Unit 29, task 10

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Definition:

Questionnaires are a useful way of collecting data on audience and consumer demands, They allow the creator of a product to begin planning with relevant information to help.

Used for:

I used the questionnaires to gain full consumer demand from my target audience. It allowed me to choose the themes and basic plot for my productions and gave me an understanding of my chosen target audience. 

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Secondary sources

Definition:

The world wide web is the main source of information and provides a service to use for almost any information desired from its user. 

Used for:

The worldwide web was used for all units when gathering information or knowledge on a specific topic. It allowed me to gain useful insight into the context of my units, and allowed me to understand some methods and research.

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Consumer categorization

Definition:

Classification is the way we separate the population in terms of class. 


Used for:


Classification helped me in understanding where i should place my productions. I made a chart showing the placements of what social class would be most likely to watch specific channels. Therefore allowing me to choose the relevant channel to place my product on.


Type of research and unit:


Unit 21, task 6 and Unit 29 task 7

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Interpreting results

Definition:

Evaluating is done at the end of any product, clarifying its success. It presents the weak points and strengths of the product made and incorporates audience feedback.

Used for:

I used evaluations at the end of my units to sum up the success rating of my product. It gave me ways to improve in my future productions and gave me insight into the positives and negatives of my editing. 

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Task 3: Presenting research results 

Definition:


Written research is information gathered usually at the end of the production, however is also used to present the research done in the helping of the production.


Used for: 


All tasks throughout the units used written research as i was able to present the product and research in detail. It allowed me to gather resources on ways of making my product stand out and gave me insight into other examples of work done in the past. 


Type of research and unit:


All 

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Definition:

Graphic aids are the graphs and charts used to help me in my audience data and feedback. Such as qualitative and quantitative data.

Used for:

I used graphic aids when aiming to gather audience feedback on genres and types for my productions. These allowed me to fully see the answers needed to achieve a successful product.

Type of research and unit:

Unit 29, task 9

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Definition:

Proposals are at the beginning of any production. They are the initial ideas for the narrative or plot of the production and allow a basis for the production to lay on. 

Used for:

I used proposals when beginning any work. They allowed me to structure my narrative and gave me options to either follow or develop through the creation of the desired product. 

Type of research and unit:

Unit 21, task 8

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Definition:


Bibliography is a styled reference which allows the reader to find out where the writer found there information from. 


Used for:


A bibliography was used in my essay on unit 7 during a task on understanding industries. It allowed me to create a professionsl styled essay which would help me in future work. 


Type of research and unit:


Unit 7, task 5