Unit 3 research techniques lesson

Assignment 1 tips

1. add different types of research (Qualitative, Quantitative)
2. How to research methods
3. Reasons why we research (defines audiences, productions)

Types

• Qualitative-opinions from people e.g. film review, discussion, reactions to TV programmes
• Quantitative- Numbers and data e.g. dvd sales, audience viewing figures, box office sales, audience breakdowns by group (how many men/women)

Advantages and Disadvantages

Qualitative ADVANTAGES:

• Results can guide a project to success (feedback)
• Can inform future research
• Is a rich source of information

Qualitative DISADVANTAGES: 

• Can be tricky to get exact results
• Finding are a result of lots of variables (where,who and when)
• Has the impression of being less valid (possible biased research)

Quantitative ADVANTAGES:

• Easy to Analyse (clear results from graphs,charts etc)
• Facts can be used in your favour 

Quantitative DISADVANTAGES:

• Results are without detail (binary usually!)
• Doesn't inform you for future research

Audience Research

• interviews with audience (Qualitative)
• view count of audience (Quantitative)

Market Research

• Film reviews of the competitors (Qualitative)
• Box office figures for similar movies (Quantitative)

Production Research 

• Production Meetings (Qualitative)
• How much money-Budget (Quantitative)

Research Methods

1. Primary Research-undertaken by yourself for your group, first hand. e.g. interview,surveys, questionnaires, focus groups, PARTICIPATING in internet forums.
2. Secondary Research- previous research undertaken by others that you can use to inform your own research. e.g. archive footage, reference books, magazines, photo library, online articles, SEARCHING internet forums
3. Data Gathering Agencies- certain agencies are set up to gather and publicise information. e.g. BARB- TV ratings.

Advantages and Disadvantages 

Primary Research ADVANTAGES:

• reliable
• up to date/modern
• more specific

Primary Research DISADVANTAGES:

• Time consuming
• Expensive
• Not easily accessible

Secondary Research ADVANTAGES:

• Cheap
• Easy to access
• Immediate 
• Greater detail

Secondary Research DISADVANTAGES:

• Quickly out of date

Purposes of Research

Production Research

• Content- the story, what it's going to be about, what sources of information might you need -interviewees QUALITATIVE DATA. SECONDARY RESEARCH.
• Equipment- QUANTITATIVE DATA. 
• Crew PRIMARY RESEARCH
• Cast QUALITATIVE DATA. 

Audience Research

QUANTITATIVE DATA.

Audience Profiles- audiences can be broken up into different groups based on assumptions about their preferences, social and economic status: 

Social Status:

• Upper Middle Class
• Middle Class
• Lower Middle Class
• Skilled Working Class
• Working Class
• Lowest Level Of Subsistence

Psychographics:

• Mainstreamers
• Explorers
• Aspirers 
• etc.

Regional: 

• Geordie
• Mancunians
• Cockney
• etc.

Age:

• Teenagers
• Young Adults
• Middle-Ages
• Senior Citizens

Gender:

• Male
• Female

Sexuality:

• gay
• lesbian
• Heterosexual

Race/Ethnicity:

• American
• English
• African
• Jewish
• Christian
• etc.

Mainstream, Alternative, Niche

IMPORTANT FOR MARKETING SO YOU CAN MAKE A PROFIT. SO IT APPEALS TO SPECIFIC AUDIENCES. 

Market Research

QUANTITATIVE DATA AND QUALITATIVE DATA. 

• Competition- what's already out there, successful documentaries already out, ones with similar content. 
• Competitor Analysis- why were they successful? content, style, filmmaker/presenter?
• Advertising placement- how it should be advertised? viral videos, trailers, billboards -depends on who.