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Importanc
e of
research
before
producing

Contents page
Types of research
Quantitative
3
Qualitative
4
Methods of Research
Secondary
5-6
Primary 7
Data Gathering
agencies8
Self-generated9
Purpose of Research

Audience research
10
Market research 11
Production research
12
Bibliography 13-14
Quantitative
Asking people for their opinions in a structured way so that you are able to
produce hard facts and statistics, which guide you. To get reliable statistic
results is very important to a survey that is used on a wide ranged
audience; the representative example is a better way to get research. This
can be used through surveys of large groups (Several hundred) and Using
structured questionnaires containing closed-ended and forced choice
questions.
Pros of Quantitative Research

When the sample involves a convenience sample, where data can

be collected and analysed fairly quickly.
When the survey involves statistically valid random sample, the
result from the sample can be generalized to the whole of the
population, if the rates are high enough. This then makes the
validity and reliability better way collecting this research.
When the survey is repetitive this makes the results of the
quantitative research more reliable and provide direction in planning
ahead with evidence to back up your research.
Quantitative Research methods, surveys can include visual material
and can be used to protest prototypes. This can also then generalise
findings within the participant group.

Cons of Quantitative Research

The participants have a limited ability to probe answers

People that are willing to respond may share characteristics that do
not apply to the audience as a whole but creates a potential bias in
the study making it unethical.

Its very costly to do this type of research making it very reliable but
then it means that you cant repeat it too many times due to costs.

In my opinion this type of research would be used within the music

industry to make them produce hard facts and statics that is very reliable
when coming to your target audience. Quantitative Research would be
used for things like Hits on websites this is because the artists will be
gaining hits on their websites when being promoting, selling merchandise
and the Sales of CDs. Its a way of collecting data so it can be generalised
so the sales of CDs would show the results of your target audience and
the amount of money your making in the music industry.

Qualitative
Qualitative is about you finding out not just what people think but also
why they think it. Its about getting people to talk about their opinions so
you are able to understand the motivations and feeling that will be
presented. This is through things like face-to-face interviews and group
discussions, which gives the most in-depth feedback.
Pros of Qualitative Research

Explore topics in more depth and detail than quantitative

research
Often qualitative research is less expensive than
quantitative research, because you dont need to recruit
as many participants or use extensive methods
Offers flexibility as far as locations and timing, as you
dont need to interview a large number of people at once.
Cons of qualitative research
Cannot quantify how many of your audience answer one
way or another
Cannot generalize your findings to your broader audience
or the public in general.
In my opinion the music industry would use Qualitative
Research to explore the depths and detail of the topics that
are song reviews and fanzine website opinions, this is

because each of these become very important as they are

flexible and the small group of participants can make a big
impact within the music industry. S=fans showing their
opinions on the songs that artists create can impact the way
the artists portrays themselves and what genre they fit best
with.

Secondary
Where information or material is collected by looking at the findings of
others.
This type of research technique would come from

Referring to books, journals, magazines and newspapers

Gathering information from the internet
Notes on information presented on audio visual forms like DVDs,
videos or CDs,
Collecting information from CD ROMs

Pros of secondary research

Low cost to acquire Gathering secondary research is less

expensive than the researcher having to carry out the research
themselves.
Clarify research question this is often used prior to a larger scale of
primary research to clarify whats to be learned. For example when
doing a competitor analysis if you arent familiar with your market
competitors secondary resources can locate the potential list of
these competitors.
Difficulty conducting primary research Secondary research often
provides detail on how the information was collected, this would
include things like discussions of difficulty. And the research may not
obtain the information as it causes difficulty in conducting research.

Cons of Secondary data

Quality of researcher the quality of the provided data could be

scrutinized closely since the origins of the information will be
questionable. Relying on secondary data is an important component
in their decision making like in market research studies. The
information needs to be critically evaluated by how the information
was gathered, analysed and presented.
Not timely caution must be taken when relying on secondary data
that may have been collected within the past. Out-of-date

information will offer little value and importance especially

companies competing in fast changing markets.
Incomplete information Some research sources are seen as
teasers released by the researcher. This occurs in small portions of
studies that are disclosed, which is free, but the rest of the
information must be paid for making it more expensive.

In my opinion these types of things like books, Internet and newspapers

are a way of gaining secondary data to back up your own gathered data.
In this case the music industry would use this type of research when it
came to finding out data a

Primary
This type of research involves material and information which has been
found first time by the researcher.
This includes materials found by using techniques such as

Observations when viewing an exhibition, show, performance or

visiting a location.
Interviews with people
Reports of meetings/Discussions with people
Collection of information from questionnaires or surveys
Focus group activities.

Pros of primary research

Easy to do when the researchers are taking a direct source from a

researched subject it can be carried out in easy ways like
conducting group interviews, questionnaire and interviews. You will
be getting reliable evidence when conducting experiments to get
results.
Do what you want i.e. surveys, phone surveys, mail surveys and
face-to-face surveys Can get specific answers that you want to know i.e. only letting the
answer being yes or no -

Cons of Primary Research

Time consuming when you are gathering primary research it all

done by the researcher. People that are close to the subject being
researched might be hard to find meaning it contributes to it
becoming more time consuming.
Not immediately available- it takes time to define occurring
problems, sampling frame, method and analysis, this makes the
experiment last over a long period of time which can become
draining and dull for the researcher.
High Cost it costs a lot to be able to go through as a researcher the
long experiment to get the results you want. Many surveys,
questionnaires, focus groups etc. would have to be repeated many
times which will cost more to try and get the results needed.

In my opinion I believe that primary research is vital to the music

industry as it indicates reliable information that is needed to back up
your evidence, in this case they would need this research to find out
information about target audiences towards certain artists and the
businesses. For examples interviewing people and making them do
questionnaires will help them as an industry to make sure they show
the best of their artists and their music.

Data Gathering Agencies (RAJAR)

The Radio Joint audience Research (RAJAR) it was set up in 1992 to align,
design and operate a single audience measurement system within the UK
radio industry serving the BBC and licensed commercial stations.
They focus on strategy, governance and decisions of policy, more detailed
technical research matters, and where relevant, decision-making, takes
place at the meetings of a Technical Management Group (TMG). They are
representatives of the BBC commercial radio and the advertising
community.

RAJAR is set up as a JIC (Joint Industry Committee) that represents in

addition to the BBC and the commercial sector, the interests of the wider
advertising community. A representative of the IPA and a representative of
ISBA (the Incorporated Society of British Advertisers) attend Board
meetings and their input is sought on all major issues.

Self-generated
The research that you created and have originality to it,
whether it is a video you produced yourself, a music piece or
photographic recorded events. It simply sees your form of
media and that it is correct nut become self-generated research
when youre looking back at your own produced content for
your or someone elses research purposes.
For example your own video when you have made your own
video production is then becomes research when you are
looking into the elements of filming technique and shot types,
as long as youre looking back on your own work.
In my opinion self-generated research is important to the music
industry as it shows the different ways in which a video can be
produced by yourself can be just as promoting as other artist
labels. When youre looking for the research elements of filming
and shot types it portrays the video in a different way, again
creating ideas of the particular artists target audience.

Purpose of Research
Audience Research
Defined as any communication research that is conducted on a specific
audience segment to gather information about their attitudes, knowledge,
preferences, interests or behaviours with prevention issues. These
segments maybe based on various grouping strategies like race, ethnicity,
age, education or family. This gives us a better insight of the target
audience its very time consuming but knowing the target audience makes
it a lot easy to make effect way to attract that ranged audience.

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In my opinion audience research is defiantly needed within the music

industry as defines communication research that is conducted on a
specific segment of gathering information on peoples attitudes,
knowledge, interests etc. towards artists and their target audience. This is
show through questionnaires, online ratings, magazine reviews etc.

Market Research
Investigations into the way that products could produce income by
looking as the demands of consumers. This research would be
gained through data like online surveys, focus groups and face-toface interviews.
Online surveys
Pro- Can simultaneously target large numbers of responders
who are gathering large quantities of data.
Con - Low responses rates which can be improved by offering
an incentive, though it is determined how much attention the
respond will pay to answer.
Focus Groups
Pro Clients can sit and watch live or recorded videos to gain
first hand in the sight of the researched topic.
Con Quality of the gained information is attained from paid
participants is questionable as it can be difficult to recruit
unpaid participants.
Face-to-face
Pro Used to gather Quantitative and qualitative data. This
is by using passers-by ensuring that its a random sample as
people will give a more considered answer face-to-face.
Con Expensive when compared to online surveys, the
results could be biased towards the location or high street
shoppers.
Audience Data - This is about finding out who would
purchase the song/album once it has been released. For

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example someone who would buy Elvis Presley would

mostly be aimed at the elder generation as he was around
in their generation.
Market research is very important to the music industry as
gains information on people views on music artists, their
image, their product placement and how they are sold to their
audience. Data will be collected to make sure it suited to the
audiences needs making the music industry bigger and better
as they always put the customer first.

Production Research
The Research conducted to inform the production process of a
media product like the background information, locations, legal
and ethical requirements etc.

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Production research is essential when planning to develop a

new music idea. Production research helps to provide content,
research commercial viability and plan the post production
process. To perform production research the developer or
producer will employ researchers to gather the suitable
information for the area they are looking for e.g. financial or
locations of the music video. Production research also includes
advertising and where it might be placed to gain the best
possible reaction from the audience. It will help to gain
information on income and outgoing costs.
Income The Company can gain income by hosting events,
doing sponsorships and merchandise. Celebrities can help to
advertise products globally as they are well known in many
parts of the world to get the advertising more wide spread.
Especially music artists that are releasing more singles/albums
or are very famous like Katy Perry.
Outcome The costs include the price to advertise and the
distribution amongst appropriate media.
Pro
Prepares you it will prepare you for your produce so
everything runs smoothly and sticks to the time limit.
Cons
High cost you need to be able to hire a research team, to
carry out to gain the suitable research needed.
In my opinion this type of research is useful to the music
industry as production research is essential when planning to
develop a new music idea it provides content, research
commercial viability and plan the post production process. The
music industry needs this to plan ahead with music ideas to fit
the genres and images of artists within the music industry.

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Bibliography
http://www.slideshare.net/MrMightyMcD/research-unit-booklet
http://marketandproductionresearch.blogspot.co.uk/2011/10/m
arket-and-production-research.html
http://marketandproductionresearch.blogspot.co.uk/2011/10/m
arket-and-production-research.html
http://www.slideshare.net/AnnieRose95/audience-research22808080
http://georgiamediablogs.blogspot.co.uk/2012/03/pros-andcons-of-primary-and-secondary_06.html
https://gazcruise92.wordpress.com/2012/01/16/pros-and-consof-research-techniques/
http://www.slideshare.net/GeorgePanther/primary-vs-secondaryresearch-ig
http://www.knowthis.com/data-collection-low-cost-secondaryresearch/secondary-research-disadvantages
http://www.knowthis.com/data-collection-low-cost-secondaryresearch/secondary-research-advantages
https://staceylrowe.wordpress.com/2012/01/16/pros-and-consof-research-techniques/
http://www.marketingdonut.co.uk/marketing/marketresearch/what-is-qualitative-researchhttp://www.orau.gov/cdcynergy/soc2web/Content/activeinforma
tion/tools/toolscontent/qualitativemethods.htmb
http://www.rajar.co.uk/

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