U3 Independent

Task

By Callum Reeves

Contents:
1. Quantitative research
2. Qualitative research
3. Secondary research
4. Primary research
5. Data gathering agencies
6. Self-generated
7. Audience research
8. Market research
9. Production research
10. Souces

Quantitative research
Quantitive research is all about gathering an audiences opinions on
something in a structured manor in order to produce strong facts and
figures to guide you. In order for the statistics to be reliable the more
people you survey the better therefore the outliers in your survey wont
affect your overall statistics. Also the type of people you survey will affect
your results also. Therefore you must make sure they are a representative
sample of your target market in the music industry. Quantitive research
enables the artist to see if they hit their CD record sales for a certain
period of time.
For example the number of hits that music video gets on a media platform
like YouTube or Vevo. Also the amount of streams and downloads on Apple
Music and Spotify. This can all be classified as quantitative data. Analytics
graph and come up with the viewing figures and present them to the artist
and public. Having the public know about these things it can help the
band/ artist. If people see that its trending they are likely to listen to the
song more as its seen to be that everyone else is. However sometimes I
great piece of music can be just forgotten by if the views shown is less
however this may be because of the taste of the music is different to the
majority of the public at that given time.
An artist like imagine dragons came about in 2008 and started growing in
the United States and then in 2012 they did their first tour in UK. Prices at
just 5 for the oxford O2 arena which had a capacity of 400. They played
there most popular album to this date there with one of the most common
songs radio Active. With their popularity they budgeted a music video to
make an image for themselves and at the end of 2012 they released the
Music Video for Radioactive. Through the music video their fan base
increased dramatically and to this date the music video has over
490,000,000 views.

Qualitative research
Qualitative research is slightly different to quantitative research. It focus
on the examination of the statistics and what the audience think about
something, how many people think the same thing.
This helps the audience to know what their audience is due to their
opinions and underlying reasons. Also improving future qualitative
research. Narrowing down on what the audience tastes are can gain an
artist fan base.
The disadvantages to Qualitative is that its a trail an error situation as
you can only feed of an audiences reactions to your content. Having good
analytics benefit the artist as they provide more beneficial data for the
artist.
One of the most benefiting methods of Qualitative research is though
interviewing participants. Face to face interviews are frequently used to
collect data. They can be done anywhere like in the respondents homes.
Face to face interviews make it easier to an accurate collection of data,
rather than self-completion methods. Due the fact it is person to person
and the interview can explain what certain questions mean. Even though
this research method is the hardest to analyse, the benefits overcome the
efforts.
An alternative method that includes being face to face is Focus groups.
This can be especially useful if the participants have been exposed to the
same media like album from an artist. They could compare it from
previous album work and what the pros and cons are.
This method can be flawed to one reason which would come down to a
researchers approach on certain situations as they have the pressure of
wanting the right outcome. Furthermore the methods take time and
preparations to get the right participants and for them to come on a
certain day. The larger the focus group the better however harder to
organise.

On metric critic artist can see a critics reviews side by side with a users
review with ratings. On one of blink 182s album they had many positive
reviews Critics mentioned You can't deny that these dudes are on to
something great. Seriously. Their Meta score from critics averaged as 71
and a user score of 8.6. Combining the qualitative and quantities research
helps the artist get a sophisticated insight.

Secondary research
One of the most popular and widely used research methods comes from
secondary research, it can be sourced by books, repots and most of all the
internet (provided by an originator or distributer of primary research.)
In the past it was lengthy processes to find the right data, it took plenty of
hours to even find something so little. One would have searched though
whole sections in libraries looking through books and articles however
now its much easier due to the internet. With a couple of key words you
are presented with an overabundance of results.
One of the biggest issues with the data on the internet is that its easy for
the source from the distributor to be outdated as the sources provided
dont get removed. Someone who doesnt acknowledge this factor my
take everything they read the truth where not everything is due to
reliability of others and the fact sources are constantly being out dated.

Primary research
Primary research consists of a collection of original primary data collected
by the researcher. It is often undertaken after the researcher has gained
some insight into the issue by reviewing secondary research or by
analysing previously collected primary data. It can be accomplished
through numerous methods, including questionnaires and telephone
interviews in market research, or experiments and direct observations in
the physical sciences, amongst others. The distinction between primary
research and secondary research is crucial among market-research
professionals.
Advantages:
-Researcher can focus on both qualitative and quantitative issues.

-Addresses specific research issues as the researcher controls the search

design to fit their needs
-Great control; not only does primary research enable the marketer to
focus on specific subjects, it also enables the researcher to have a higher
control over how the information is collected. Taking this into account, the
researcher can decide on such requirements as size of project, time frame
and what they actually want to achieve.
Disadvantages:
-Compared to secondary research, primary data may be very expensive in
preparing and carrying out the research. Costs can be incurred in
producing the paper for questionnaires or the equipment for an
experiment of some sort.
-In order to be done properly, primary data collection requires the
development and execution of a research plan. It takes longer to
undertake primary research than to acquire secondary data.
-Some research projects, while potentially offering information that could
prove quite valuable, may not be within the reach of a researcher.
-By the time the research is complete it may be out of date.
-Low response rate has to be expected.

Data gathering agencies

Data gathering agencies are responsible for collecting and maintaining
company data.
RAJAR is an example or a data gathering agency owned by the BBC. They
are responsible for setting the research specification, the awarding of the
research contracts to third party suppliers and the overall quality control,
management and delivery of the service. On the survey there are 310
radio stations.
Knowing these figures benefit the understanding to radio and how many
people listen to it or a certain station to know what type of music the
audience enjoy listening for example Classical FM.
The only disadvantage is if a listener leaves the radio on in the
background through the day without listening to it. This effect the figures
presented on the site and this cannot not be dealt with in anyway as it is
impossible to determine the factor of if they are listening to the radio.

Self generated
Self generated is research is one that can only be gather by you yourself
from your personal knowledge your personal observations. The research
created has originality to it, where it can be written, videoed, or even
photographic evidence. This all comes under self produced content for
your or someone elses research purposes.
The benefit of this is that you do not have to worry about referencing as
its all your own created research however the only down side is that you
are just relying on your own research from your knowledge therefore the

knowledge that you have has an effect on the quality of the finished
product

Audience research
Audience research is important in the music industry. Not knowing your
audience can have a knock on affect when releasing your content as you
could be releasing it in the wrong areas that will not get you exposed as
well. Audience can be classified amongst socio-economic,
geomographic,psyhographic,ethnographic,age,gender,occupation and
more. For example new R&B promote themselves in places where they will
get seen by their audience. On YouTube SBTV attracts teenagers and
young adults with a great music interest therefore promoting yourself to
that audience where you music falls into the R&B category help. Having a
concentrated audience promotes a musicians fan base more rapidly.
Getting your audience wrong slows the process and can have a reverse
effect on growing as the people wanting to hear your music arent
reached.
Ed Sheeren is an artist who started his career in music when he was
homeless and then grew after releasing his loop station video You Need
Me on SBTV as the view came in his fan base grew and then he got an
agent and now is being promoted by Vevo. Attracting millions of people.

Market research
Market research is important in order to successful in the music industry.
You are unable to grow if you do not know the market and how it works.
Its vital to understand your target market to increase sales. Music videos
promote artists figure however if it doesnt suit there market their then it
can effect sales dramatically.
Disclosure is an electronic band with two borthers Guy and Howard Lawrence.
Similar artist to disclosure would be which are an elctrinic duo band with a
similar taste. Due to the similar music they will attract imilar audiances. The
more an audience listens to one of the artists(ine they think produces better
music) the less they will listen to another similar Artist as their music will seem
not as good.This is where the competiton comes in,its a matter of who can
produce songs that captivate their audiences tastes more. More of the
competiters are more electronic artists such as Rudimental,WilkinNetsky=on and
SBTRKT.
The place of where an artist music video is uplaoded is key. Not in the right place
means less people of the audience are likley to view it. On Youtube artists make
an earning through advertisments. Through the past years advertising has
started to overtake other sources of artists income. The more an advertisment is
viewed the more income the video gains. Currently on the Adele song Hello the
advertisements dont allow you to skip and the advert on there is 17 seconds

long. A source online showed that for 26,807 minutes watched the ad earnings
were $395.28. From this information this means that the billion views of the song
Hello would of generated 2,899,281. A portion of this would be for the outlet
( Youtube owned by Google however the majority would to the artist.

The question of should there be celebrity endorsement to promote a

brand and fund the music video its self should be taken into account . How
would like to advertise on your music video, what company would give
you the most money in compared to what they would be advertising.

Production research
Production research is essential when planning to develop a music video.
When planning a production schedule it is important to budget well. If you
budget too high for what for the income planned then there is a chance of
a loss.
If an artist wants to film in a certain location they need to see how much it
would be to hire the area for the hours planned for filming. Will the
location, talent of the actors and all filmed content in the music video be
worth it and return higher profits due to catching the audience more.
When releasing the music video the placement of the music video is vital.
A question of where the music video should be place in order to capture
the largest audience and increase there fan base by reaching new
audiences.

Sources
http://www.slideshare.net/MrMightyMcD/research-unit-booklet

http://www.marketingdonut.co.uk/marketing/marketresearch/what-is-quantitative-researchwww.snapsurveys.com/.../what-is-the-difference-between-qualitative-resear
https://www.youtube.com/watch?v=ktvTqknDobU
https://en.wikipedia.org/wiki/Imagine_Dragons

http://www.metacritic.com/music/blink-182/blink-182
http://www.knowthis.com/data-collection-low-cost-secondary-research/what-is-secondaryresearch
https://en.wikipedia.org/wiki/Primary_research
https://www.smallbusiness.wa.gov.au/business-topics/marketing/market-research/step-1-why-domarket-research/