LO1: Task 2

Understand the nature and purpose of research in the creative media industries

Methods and sources of research: 

Secondary Research

Secondary Research on the other hand is collecting date from other sources that already provide the information and research required. Some individuals may use both research methods so that they can balance out their findings but also so that the use of secondary can support their own findings or create a contrast in findings.

Gaining secondary research will be very easy as it is already provided to you and will require less time consuming the data that is needed. Secondary research can have an advantage in being used by some individuals as a sense of support on their findings in the primary research that is conducted. This research can be used to identify the accuracy of the information gained. In the affecting factor of price and expense in gaining secondary research will be less expensive as you will not be dependent on yourself to collect the selected data of your choice for your investigation.

The information provided from secondary research may not always be very reliable. This is down to the fact that the information gained is done by others therefore there will be uncertainty in the validity of the data provided. In addition to this at times the use of secondary research will not be alternated to your requirements and the information provided may not focus in the areas of your interest this will result to your results not being as strong as you require for your final judgement or decision.

In conducting the research required for secondary research, there are different techniques to gain the information wanted such as:

Using the Internet & Libraries (Reading & Searching Archives) 

For information in the area of secondary research it is useful to gain information from the Internet and libraries and reading materials. The Internet will generate the results of your search faster than looking for a book in the library, as you will have to search for it. The information gained from the internet will then need to be sifted so that information gained is relevant to your research, therefore this is actually taking longer than just gaining the information you want from a book in the library. Depending on where you access the internet will have impact also on time, if gain the information at home it will be easier to access as you are familiar with the loging in option however from the library gaining information will mean that you have to login which may take more time than if you decided to do this at home. Information gained on the Internet will be more up to date and will be ranged from around the world depending on your selection. Whereas from books information will vary on date and may not be very useful to you as the trends of today develop and change meaning that your decisions cannot be based in on information from late dates.  The use of the Internet will also provide a diversity in the information given therefore allowing a better overview of what you are searching for. Whereas in a library the books may not be very diverse as they may either have been borrowed or they do not more than one or two books on the topic of interest.  The ease of access for the internet is a major advantage as at home the access can be 24 hour option however the use in libraries will have a limited time of use from the morning to the evening.

The internet may bring a wide range of advantages however there are a few drawbacks such as the organisation of information, you will be required to sift around the links to find the information required and the results come up in a random order and change therefore no real organisation is constructed. Whereas the library will be more organised having the information provide in alphabetically order. This is will mean that it will be easy to find the information you require and will also allow better and efficient identification in what the library offer.  Another disadvantage from the use of the Internet is that it is transient; there is no real permanent use in information. Adjustments are made and the Internet’s information is only temporary whereas the library will have a range of old and new information therefore the use of the Information can be accessed whenever and no real concern will arise from not being able to obtain the information required.

Books 

Looking at the use of books in more detail that it is very useful and that it can be used to research about different aspects depending on the topics of search. There are a wide range of books that target a wide range of areas. The use of books as part of research can allow research to be more diverse and allow better decisions to be made. I am able to see that the use of books have advantages for example as they have always have been around for a good time, therefore this can allow comparisons to be made from present information to past. For example for fashion, the use of books can help show the development in fashion. The use of books are more accurate method in collecting data as the source/author can be identified at a faster rate.

However, the use of books does also hold some disadvantages and limitations, this being that some books are out of date, therefore basing your decisions on could lead to incorrect assumptions of interest. The figures used within the books could also be out-of-date, therefore making the book not very useful. On the other hand this figures can be useful in finding and establishing trends that have developed.

Primary Research

In order to conduct primary research you will be required to gain the information yourself, this may be through your target audience or just the general public so that the information is not biased. Primary Research is not existing information therefore requiring that individuals conduct and collects their own results for their investigation.

Some of the advantages the use of primary research brings is that in a sense as you are carrying out the research yourself the information you collect can actually be more reliable as you have more control over it, In addition to this you will have the control to decide in what you specifically want to include within the type of primary research you conduct, and you will not have to rely on other people work. Furthermore this control will also mean that you will not have to wait for data to be released or having to wait on others to conduct the research required which may be very time-consuming.

Another advantages of the use of primary research is that the information and questions selected can be tailored to your specific needs, this being for example if the business Tesco were to gather primary research themselves they will be able to take the typical questions asked and tailor it to their business, in the sense of the products and services they provide. By having this availability within the business it allows you to find out the consumers requirements which will then mean that you are able to insure that the business including this new product or even starting a new business is done more efficiently with better potential in success from the ability in being able to identify what is required. Furthermore another advantage is that you are able to take the results gained and interpret them in the results yourself allowing better and more accurate judgement to be made, this will mean that the information you have gained is more trustworthy and will put some individuals at ease in the aspect of basing your results on the business itself.

One main disadvantage from the use of primary research can be seen in the aspect that it is very time consuming and can mean a lot of money will need to be contributed in order to allow the primary research to be collected and sometimes some of the information you collect may not even be necessary to what you are wanting or expecting. The time consuming aspect of the primary research, will cause potential problems in the factor that if you are starting up a business it may delay the procedures in opening therefore resulting to more input being inserted within the business with no real identification of the outcome that the business will receive. The more time consuming gaining primary research becomes the more it means that it more likely and could lead to the likely consequence in that the business may lead to potential failure in bankruptcy in the amount they are inputting in contrast to what they need to be getting. 

Interviews and Observations

Observations are a common method, and bring a lot of advantages as it allows a better understanding in the human behaviour whereas an interview looks at the presentation of an individual with a basis of questions and the responsive actions. The difference between the two is that having interview may not provide a better understanding of individual's behaviour and attitudes as for example interviews for recruitment will have similar questions to what is expected and also individuals can be more prepared for an interview. Whereas it is better from observations as the outcome is not always know their perspective gained is more direct.  Observations can provide a better acknowledgement of problems by making in depth analysis of the situation at hand whereas at an interview there is no real idea in the problems for example in an interview for recruiting you will not know the capability of a candidate, it is made on judgement in their presentation.

Observations require a lot of time; waiting for an event to happen so that the study can commence may take a lot of time, whereas a construction of an interview can be arranged taking less time. Another disadvantage to the use of observations is the fact that the actual observer will be presented as unknown therefore no real trace can be made to know the reliability of information provided. Whereas an interview taken will require both the interviewer and interviewee therefore references can be made and will be easier to know the validity of the information gained.

Focus Groups, Questionnaires & Surveys

Focus groups include a group of people, this tends to usually be between 4 to 14 individuals. The people in the group are brought in together to hold a discussion. This discussion will be based on a topic while the individuals conducting the research is present. Focus groups will include discussions rather than simple answer to questions. The moderator will not get involved in the group discussions in order for fair opinions to be shown. They will simply ask the questions while the individuals answer around and this will then help a discussion and detailed responses.

Questionnaires and survey are usually paper based, however can be done online. They are set of formal questions used in order to gain statistical research, but can also gain more information by using open end questions.

Finding out your own research, you will be asking questions and there are different types of questions that can be asked. For example in a questionnaire the of multiple choice questions can be included. Whereas focus groups will tend to have open end questions. Different types of questions can be asked in order to gain the research. Example below shows the different types:


This types can be used when conducting research, the use of multiple choice narrows down options at times and can allow information to be more concentrated in terms of results. The numeric open end can allow better and more specific information on how much is spent. And finally the use of open end questions are great to gain a more detailed response from individuals.

A questionnaire is a set of questions selected to gain specific data whereas a survey is more in general which may include data extracted from questionnaires. Whereas a Focus group is a set of questions with no selection in options and consists of a group which answer the question.

Advantages of a Focus group is that it does not create any limitation in the opinions and views presented whereas a focus group or a questionnaire use a option box which narrow the criteria selected and a comment box for consumers if they want to add in their own. However the use of the criteria may put consumers off their own opinion and they may just end up selecting from the list provide. In comparison to surveys and questionnaires, a focus group is more expensive to carry out as it tend that the person part taking is provided with cash or some kind of benefit it request. The reason for this as it is very time consuming to people's lives therefore providing the benefits allows more interest.

Audience Panels/ Measurement 

This is where you measure how many individuals are in the audience. Looking into certain types of media this being Radio, television and so on. Your focus will be on those either viewing or watching the television.   

The use of having audience measurements helps aid broadcasters in finding out who is watching and listening by looking at the demographic and psychographic information. This can then help the by allowing the presenters to develop on their target audience or find out methods to increase the audience watching. 

Experimentation

This type of use in primary research is when an experiment or test is carried out and the results gained are used to prove or show something to individuals. The use of experiments tend to be mainly for scientific purpose, for example testing how product react with another this being magnesium and so on in the periodic table. This experimentation in primary research this used to find out new information about what they are testing and the outcome that is given.

This scientific edge can be established into businesses, this for example being a business like Head and shoulders looking to improve their shampoo, therefore meaning that test will be carried out in order to gain the aspect they want to combat and their unique selling point, this being the right smell for the product or even helping the hair by anti dandruff, shine and so on. This information can then help in terms of advertising as the business will then be able to use this as a great method in gaining the interest of users.

Data Gathering Agencies

Some individuals may decide to gain their research from data gathering agencies, this is a very simple method as what you want will be easily allocated. This is a major advantage as it makes the process less time consuming and results will be at a good standard. At a price of costing for individuals who want to gain the information.

Examples of some of the Data Gathering Agencies are RAJAR - Radio Joint Audience Research Ltd, BARB - Audience Research Board.  

(RAJAR) Radio Joint Audience Research Limited

This has been established in 1992 to operate a single audience measurement system for the use of the radio industry. 

The organisation RAJAR, has conducted extensive testing of electronic devices that either capture listening,  matching captured audio against a database of transmissions or picking up encoded signals within station transmissions and so on. 

RAJAR also did a joint venture with BARB, this involving electronic measurement panel to test the use of  "Arbitron's Portable People Meter" in order to be able to capture radio listening and tv viewing. In relation to research for myself the use of existing companies would be a great method as it means that the results can be gained from the company and easy for me to gain and in terms of what it provides this being the radio listing and tv viewing, it can be a great way to look into tv viewing habits of my target market and look deeper into the research for the advertising unit. 

(BARB) Broadcasters Audience Research Board 

This is an organisation  is the primary provider of television audience measurement in the UK who collect the viewing figures for the television in the UK. BARB audience measurement data shows the trading currency for broadcasters, advertisers and their agencies. BARB is a non-profit making limited company and funded by major players in the industry for example like the BBC, ITV etc. The information shown shows how well channels  advertisers and campaigners have done. This can be a great method in being able to see how successful the advertisement within our group can be through the use of BARB. 

Self-Generated

There's also the use of self- generated sources, this can be very useful to the business as it means that they are able to present their own information gained. This for example being the use of a documentary that can express different views on a topic and allow two sides of a topic to be explored. This use of own self generated footage can help aid in increasing the amount of research available and knowledge gained.

Example of self generated is for example by producing your own video, this is a great method as it is more observant and means that you are able to capture a wide range of elements. In addition to this a great method can be audio, this can be used in focus groups, interviews and so on to allow research to be more accurate and so that you are including the correct information from the individuals who participate rather than just taking notes which could lead to biased information. From the use of self generated information another aspect could be the use of photographic record of events. This is very good use in a more visualised term, by having images of events can help support the research being presented to individuals.