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Independent task

Contents page

Quantitative

Quantitative research is about asking people for their opinions in a

structured way so that you can produce hard facts and statistics to guide
you in what needs to be done. To get reliable statistical results, its
important to survey people in fairly large numbers and to make sure they
are a representative sample of your target market. Research is an
important step before you undertake many key marketing tasks including:
preparing a marketing plan, doing swot analysis, product development,
branding and pricing. Quantitative market research typically includes
customer surveys and questionnaires. These can be conducted face to
face with a clipboard and pen, over the telephone, via post or email,
online or via a website. Survey questions have to be carefully considered
so that the results will provide meaningful data. If the business repeats
the survey regularly, they are able to monitor how opinions are changing
and how the business new idea are being received. If the business keeps
some of the questions the same so they can make a true comparison with
previous research.

This is a good example for quantitative research because you get all the
figures and research. This a website that will help you if you need to find
out sales figures to music videos. So if you were doing quantitative
research on music videos you would use this site to find out this
information by using this site.
unknown . (2011). digital sales data. Available:
http://digitalsalesdata.com/diydsd.php?Region=143444 . Last accessed 16 march
2016.

Qualitative
Qualitative research is about finding out not just what people think but
why they think it. Its about getting people to talk about their opinions so
you can understand their motivations and feelings.
According to marketing donut, Face-to-face interviews and group
discussions are the best way to get this kind of in-depth feedback.
Qualitative research can be valuable when you are developing new
products or coming up with new marketing initiatives and you want to test
reactions and refine your approach. Qualitative research is designed to
reveal a target audiences range of behaviour and the perceptions that
drive it with reference to specific topics or issues. It uses in-depth studies
of small groups of people to guide and support the construction of
hypotheses. The results of qualitative research are descriptive rather than
predictive. This is good for the industry because they can see where they
went wrong so they can meet the needs next time so they are learning
from the audience what they want in the music video.

What customers or prospects think and feel about your product or

service.

How customers choose between different products or suppliers;

what motivates them.

How branding, design and packaging influence customers and in

what way.

unknown . (2009). what is qualitative research. Available:

http://www.marketingdonut.co.uk/marketing/market-research/what-is-qualitativeresearch-. Last accessed 16 march 2016.

Secondary research
Secondary research makes use of information previously researched for
other purposes and publicly available. Secondary research includes
published research reports in a library, surveys or the Internet. As noted,
secondary data collection is often used to help set the stage for primary
research. In the course of doing so researchers may find that the exact
information they were looking for is available via secondary sources thus
eliminating the need and expense to carrying out their own primary
research. Researchers are often attracted to secondary data because
getting this information is much less expensive than if the researchers had
to carry out the research themselves. Caution must be exercised in relying
on secondary data that may have been collected well in the past. Out-ofdate information may offer little value especially for companies competing
in fast changing markets. Many times a researcher finds that research that
appears promising is in fact a teaser released by the research supplier.
This often occurs when a small portion of a study is disclosed, often for
free, but the full report, which is often expensive, is needed to gain the full
value of the study. The music industry will use secondary research
because it will help them find out what the audience like about the singer

or band. And it also gives them a wider range of opinions that they would
have been able to receive unless they used secondary research.

Primary research and self-generated

Primary research is new research, carried out to answer specific issues or
questions. It can involve questionnaires, surveys or interviews with
individuals or small groups. Groups of potential customers are brought
together to discuss their feelings about a product or market. Focus groups
are a good way of getting detailed information about customer tastes and
preferences. When showing primary market research, you can gather two
basic types of information: exploratory or specific. Exploratory research is
open-ended, helps you define a specific problem, and usually involves
detailed, unstructured interviews in which lengthy answers are solicited
from a small group of respondents. Specific research, on the other hand, is
precise in scope and is used to solve a problem that exploratory research
has identified. Information collected by the marketer using primary
research is their own and is generally not shared with others. Thus,
information can be kept hidden from competitors and potentially offer an
advantage to the company that undertook the primary research. Music
industry will use primary research to find out more information on what

you want to find out and not what other people have found in previous
years. Self-generated is very similar to primary research as you are finding
out the information that you need not what someone else has found.
Therefore its self-generated.
Data gathering agencies
Data gathering agencies essentially gather data and store it in data banks
that are available to the public for them to use.
Barb is a data gathering agency that collects TV ratings/viewership. They
lay the data out in the form of graphs and percentages, this makes it
easier to read. They also work with companies that do similar research to
their work with other corporations to get mostly accurate results so they
can be published on their website for others to use.

Rajar- is similar to barb in terms of research and what they do, but the
only difference is that they record and gather radio listeners ratings. They
gather the data from every radio signal in the UK.

09SC1. (2014). data gathering agencies . Available:

http://www.slideshare.net/09SC1/data-gathering-agencies. Last accessed 16
march 2016.

Audience research
Audience research is a regular and accurate way of finding out about your
audience. What this allows is the opportunity to research below and
beyond responses and gain a better understanding of meanings,
motivations, feelings and experiences. Research approaches have
therefore wanted to access audiences own knowledge and reach an
understanding of what the experience means to them. Audience research
is a very important and its very time consuming and can be a big waste
of money if the music video is not created in the way that was expected.
Knowing the type of people that you would target the video towards can
create a wide variety of ways to advertise the video for example a
younger person would like to see the video on YouTube, vevo, vimeo.
Whereas an older person would go a buy a cd rather than go onto
technology and download it. The producer will know this and target the
video in the correct may to reach the audience for the genre or age. Geo
demographics classifies people by their neighbourhood or surroundings
according to the characteristics of those areas. This helps the music
industry what the audience is looking for in that section so the industry

can meet their demands first time. Demographics refer to the

characteristics of the population. Along with age, gender, sexual
orientation, occupation, education. Socioeconomic status is a common
terminology meaning the social standing of an individual or group:
A- Higher managerial, administrative, professional e.g. Chief executive,
senior civil servant, surgeon
B - Intermediate managerial, administrative, professional e.g. bank
manager, teacher
C1- Supervisory, clerical, junior managerial e.g. shop floor supervisor,
bank clerk, sales person
C2 - Skilled manual workers e.g. electrician, carpenter
D- Semi-skilled and unskilled manual workers e.g. assembly line worker,
refuse collector, messenger
E - Casual labourers, pensioners, unemployed e.g. pensoiners without
private pensions and anyone living on basic benefits
It is important for the music industry to understand this so they know who
they are advertising to a certain audience which makes it easier as they
know the exact audience for their video.
DJS Research Ltd . (2014). What is a Socio-Economic Group? . Available:
http://www.marketresearchworld.net/index.php?
option=com_content&task=view&id=2918&Itemid=78. Last accessed 16 MARCH
2016.
AnnieRose95 . (2013). audeince research . Available:
http://www.slideshare.net/AnnieRose95/audience-research-22808080. Last
accessed 16 march 2016.

Market research
Market research exists to guide you to making decisions by giving your
insights into your market, competitors, products, marketing and
customers. By allowing you to make informed choices, market research
will help to develop a successful marketing strategy. Product market is a
marketplace in which a final good or service is bought and sold. A product
market focuses on finished goods purchased by consumers, businesses,
the public sector and foreign buyers. This helps for the music industry
because of the certain type in genre they will want to know where it sits
within the market. Competition is where two different companies are
releasing a very similar product etc. but has its the same product they
will need to advertise it differently as a company will say there product is
much better than the other. This is important in the music industry as you

wouldnt what to release the music video at the same time as another so
therefore its about timing and publicity to get you music video better
than another artist song. With advertising placement is target at the
target audience and their age range as for example if a music video is
targeted at a younger generation it will be published on social media and
newer technology for example YouTube and sound cloud. But say the
music video is targeted at the older generation then it will be able to buy
from a cd shop and publicized on TV on older generations channels. It can
be really effective with the younger generation as if you advertised it on
social media you dont need to do a lot of work because the audience will
see what you have released and then the target audience will see this and
share it on their page which is advertising it for you. This is different for
the older generation as they wont see it if you put it on social media you
have to show the audience you product and that when they will see it.
Ed Felten . (2005). how competitive is the record industry . Available:
https://freedom-to-tinker.com/blog/felten/how-competitive-record-industrynatural-experiment/. Last accessed 16 march 2016.

Production research
It is important for a music industry to publicize the content of whats in
the music video because that is what the target audience whats to see
first and it also helps the target audience see if its the music video they
want to see. Its very important to know your resources as it saves you for
spending costs on things you didnt need or thing you didnt expect too
need. Or another example is locations as you need to know where you will
be filming as they you can design storyboards and makes the production
of the music video a lot easier for the producer. There are many things
you need to pay for when creating a music video as for example you

would pay to use a location and then say you didnt organise for the
singers or dancers to come in at the time you have the location you would
be wasting all that money just because you didnt organise it probably.
Another thing is making sure the music video is viable. Meeting the rules
and regulations and making sure copyright isnt infringed and having the
rights to film on location for the music video. With advertising placement
is target at the target audience and their age range as for example if a
music video is targeted at a younger generation it will be published on
social media and newer technology for example YouTube and sound cloud.
But say the music video is targeted at the older generation then it will be
able to buy from a cd shop and publicized on TV on older generations
channels. It can be really effective with the younger generation as if you
advertised it on social media you dont need to do a lot of work because
the audience will see what you have released and then the target
audience will see this and share it on their page which is advertising it for
you. This is different for the older generation as they wont see it if you
put it on social media you have to show the audience your product and
that when they will see it. Another good place to put the music video is
aslo on music trending channels on the tv as then anyone who has a tv
can see the music video and then go out and find out more about it. For
example mtv, 4music and viva.