Research Methods

By Max Woolfenden

Contents
Types of Research
1. Quantitative Research
2. Qualitative Research
3. Secondary Research
4. Primary Research
5. Data Gathering Agencies (RAJAR)
6. Self Generated Research
7. Audience Research
8. Market Research
9. Production Research

Quantitative Research
http://www.snapsurveys.com/blog/what-is-the-difference-betweenqualitative-research-and-quantitative-research/
Quantitative research involves using closed ended questions to find
definitive facts and statistics in a response to a question. This data can
mostly be used to show in numeric data on graphs and tables, since your
opinion Is not included in quantitative data questionnaires. Quantitative
data collection methods are more structured Qualitative data collection
methods. Quantitative data collection methods include various forms of
surveys, such as: Online surveys, paper surveys, mobile surveys and kiosk
surveys, face-to-face interviews, telephone interviews, longitudinal
studies, website interceptors, online polls, and systematic observations.
One of these techniques are Online surveys, which is the use of internet
questionnaires to gather data by users. One way that this is possible is the
use of the service Survey Monkey, which provides a survey builder to
then send off to collect results. The service also offers payment packages
that get people to respond to your questionnaire. This offers a good way
to collect Quantitative data and also Qualitative data, but mainly
Quantitative.
A type of Quantitative data is Probability sampling, where there is an
awareness of who, or what will be targeted to be researched. This helps to
make unbiased answers to the questionnaire. For example: I will target a
demographic and choose a scheme I want to take the data from, every 5th
person, to make a result. But this makes the conclusion more time
consuming to gather, since there are so many factors to key in.
Non probability sampling is when there is a small chance, participants are
going to be selected. This means that out of everyone questioned there is
going to be an even less chance that their response will factor into the
results. But because of this, the data cant be compared to a population as
a whole since the responses are so niche.
I used surveys to research my projects for quantitative research, this gave
me quick and easy information to use when deciding what I want in the
projects I work on.

Qualitative Data
Qualitative Data is mainly exploratory research, used to gain an
understanding of questions further than a closed ended question,
meaning that they are open ended questions. The information gathered
can be reasoning, opinions and motivations that provide an insight into a
problem and helps develop a solution. They are also used to uncover
trends in thought and opinion to further know about the problem.
Qualitative data collection methods very using unstructured or semistructured techniques. Common methods include focus groups, individual
interviews, participation/observations and open ended questionnaires. The
sample size is normally small and respondents are carefully chosen to
fulfil a selected quota.
Focus groups are a great way to gather qualitative data, through
questioning and answering open ended questions in a group. This makes
the data collection easy since if there is a question that hasnt been
developed fully, you can ask another on the similar lines as the first.
I have used focus groups in my research for Adverts and Music Videos,
showing the information in a video format. This research helped form the
paths I wanted to follow in the projects I had to complete. Using focus
groups was better, over surveys, since I could ask questions within other
questions and get better primary research.

Secondary Research
http://www.knowthis.com/data-collection-low-cost-secondaryresearch/what-is-secondary-research
Secondary research is a technique of accessing information that has
already been gathered. This information can be gathered from published
reports, surveys and articles; which can all be digital or physical. This
information would need to be referenced to be void of any plagiarism law
infringements.
The advantage to this research method is that it has relatively low
expense in comparison to primary research. Another main advantage of
this research is; no new research needs to be commissioned.
One disadvantage is that the research may not be relatable or, in the long
term, applicable to the company. This also could be bad since the data
may be out of date and could be untruthful and useless / inaccurate.
Ways I use secondary research are creating documents and researching,
for example; this document has some secondary research in it. This
research is easy to use and access, it is also less time consuming and free.

Primary Research
https://en.wikipedia.org/wiki/Primary_research
Primary research is research collected directly from the research
subject/area, by the researcher, made for the company; by the company.
Advantages to this technique is that the researcher can focus on
Qualitative and Quantitative issue and gather information with both
formats. Another is that the researcher can find specialist problems to fit
with only to their business, this makes a great advantage. There is also
much more control under the information gathered by the researcher, for
example; questions can be adapted to gain sufficient information.
Disadvantages start with the technique being exceedingly more expensive
than secondary research. It is also more time consuming, using many
more resources to gather information.
Primary research I have created have came from; surveys, focus groups
and many more sources. These sources are more time consuming that
secondary research but is perfectly adapted to the project and can be
changed when researching.

Data Gathering Agencies (RAJAR)

https://en.wikipedia.org/wiki/RAJAR
RAJAR (Radio Joint Audience Research Limited) was established in 1992 to
operate a single audience measurement system for the radio industry in
the United Kingdom. RAJAR is owned by the BBC and the RadioCentre.
RAJAR collects information from over 300 BBC and Ofcom Licensed
commercial radio stations and is used as primary research.
The organisation uses dairy as a method to measure radio audience, the
data that they gather is the industry wide currency for; Planning
advertising, buying advertising and selling advertising.
On commercial radio, in July 2011, RAJAR awarded RSMB a sound
extension to the radio industry research contract, which ran out at the end
of 2014. Dairy is an effective method for RAJAR because it measures live
radio listening in the UK and recruits roughly 100,000 respondents per
year.

Self Generated Research

http://www.slideshare.net/MrMightyMcD/research-unit-booklet
Self generated research is a technique that uses your own experienced
researched, own video/photographs documenting the scene and audio
recordings.
For example, examining media made by the researcher would be self
generated research, making sure the researcher made the media.
This is useful when needing to compare on work to competitors and could
be used in marketing.

Audience Research
http://www.watchingdance.org/research/audience_research/
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.
Before finalising any project, research must be done before even thinking
about the initial design. The point of doing this is so that the producer can
get a better insight of the target audience, research into this will give a
good idea of how to create the project.
This can work for Music videos and creating primary information through
audience research. Doing this gives a higher chance that the music video
will be well received, thus making the video more effective and popular.

Market Research
https://en.wikipedia.org/wiki/Market_research
Market research involves collecting, recording and making sense of all the
available information which will help a business unit to understand its
market. Demand is always changing and therefore it is essential to know
how things are changing. Market research requires a special form of skill
and therefore market research companies are often employed because
they have the necessary experience and also because market research
takes up a lot of time.
Researching the market can look for demand in the music video industry,
looking for trends and patters for the most chance of a successful video.
Seeing trends can make the video Viral, for example, dancing trends are
the biggest in most recent memory. These videos catch on trend and
increase publicity and is free marketing through sharing on social media.

Production Research
Production research is the research into the resources that will be needed
in the production of the project, making sure the standard of the video is
good enough.
Resources will need to be fitting with the design choices and themes,
researching more resources that could change the project plan.
Resources include; Staff, Cast, Equipment, Locations, Sets, Props, Risk
Assessments, etc.
Researching this would make the production easier and make the video
seem more seamless and flowing, since all parts have been prepared and
perfected.