The nature and purposes of research report.
The Nature of Research
Primary Research/Self-Generated Research
Define Primary Research (In your own words)
To me primary research is conducting individual research into a specific topic or thing. It’s a process of data collection through various means, whether that be interviews, questionnaires and surveys. This data is then compiled with any anomalies being discarded and the data being grouped into different categories containing different facts and figures. The data is then used to complete the research project that you’ve undertaken. What differentiates primary research from secondary research is that primary research is undertaken solely by the person or persons conducting the research project, this means that they have to initially brainstorm ideas into what kind of research they need or want to conduct, then formulate a plan on how to go about conducting the research method in which they have chosen to use and undertake. Finally, they have to physically make the research documents whether that be digitally or a physical copy then distribute it to the people they want to participate. Once completed, they will re-receive the research from the participants and begin to systematically formulate their data into an appropriate format and begin the process of removing anomalies and defining their data and figures.
This can be backed up by the dictionary definition of primary research which states that, 'Primary research is defined as a methodology used by researchers to collect data directly, rather than depending on data collected from previously done research. Technically, they “own” the data. Primary research is solely carried out to address a certain problem, which requires in-depth analysis'. The dictionary definition conforms with my own definition that the research is conducted independently rather than from another source, it also highlights that the researchers shouldn't rely on previous sources of data and should instead create and use their own data as it then gives them the 'ownership' rights to the research and the research project in which they've undertaken.
What primary research have you had to conduct?
The primary research I have conducted is creating and sending out a questionnaire to classmates and people we know, regarding our rebranding project. This questionnaire contained questions relating to age, gender and occupation, we then used these answers in order to determine who the primary target audience and secondary target audience for the product were. From there, we were able to establish the themes and colour palettes that could then be used for the advert and promotion of the product. It also helped us to determine what areas of the market we could still penetrate as we were able to see who our least involved consumer base were, therefore allowing us to be able to try and target them in the future. Questionnaire - Relive The Taste (google.com)
List specific examples of primary research from the professional industry
Interviews with members of the public for news broadcasts,
Interviews with movie producers for tabloids,
Interviews with actors for newspaper articles,
Questionnaires on audience opinions,
Secondary Research
Define secondary research (in your own words)
To me secondary research is collecting data that has previously been collected by another source. This could include ratings, questionnaire figures and interview responses. This data will then help you to carry out your own research project whilst drawing your data from other sources. This data is then collated and used for your own benefit.
This can be backed up by the actual definition of secondary research. Secondary research or desk research is a research method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of research. Secondary research includes research material published in research reports and similar documents.
What secondary research have you had to conduct?
The secondary research that I have conducted is researching into Unilever and Magnum as a brand before beginning our rebranding project began. This included looking into Magnums primary and secondary demographics, what items they sell are the most popular as well as looking into the foundations and history of Unilever.
List specific examples of secondary research from the professional industry
.Filmmakers may look at previous audience reactions to different genres,
.News reporters may look to see if the story they’re reporting on follows and previous pattern or trajectory.
What are the advantages of primary research over secondary and what are the advantages of secondary over primary? Do you think one form is more useful than the other?
The advantages of primary research over secondary research are that all the data used is your own, this is easier as things like plagiarism are less of a concern and there's a greater sense of accomplishment. Primary research will probably be easier to write about as you can describe why you chose the methods of research you did and talk about how you planned to carry them out and how you eventually did carry them out. Whereas when using secondary research, you can only really include the method of data collection and the data, you can’t include the why as that information isn’t available to you. However, secondary research has many advantages with one being that you have more time to produce work as you don’t have to conduct any research, this therefore enables you to have more time and therefore more time efficiency. It also enables you to primarily focus on the task rather than having to worry about hundreds of mini projects. Secondary research also may have more weight to it than primary research as the same research may have been carried out a million times, therefore meaning you can have a greater range of data with secondary research without having to collect more yourself.
I think neither primary nor secondary research is more useful than the other. I think they’re both beneficial and can both be useful for your project, as you can incorporate personal anecdotes and stories relating to the primary research you conducted whereas you can incorporate and use more data and wider ranges of data with secondary research.
Quantitative research
Define quantitative research (in your own words)
To me quantitative research is using numerical data in order to segment the market and group different social groups. It uses numbers and things like graphs to find percentages and averages within a consumer market as well as finding potential anomalies, therefore indicating primary and secondary target audiences as well as areas of the market to try and break into.
This can be backed up by the actual definition of quantitative research. Quantitative research is the process of collecting and analysing numerical data. It can be used to find patterns and averages, make predictions, test causal relationships, and generalise results to wider populations.
What quantitative research have you had to conduct?
The quantitative research I carried out was grouping the results of our questionnaire to then be able to talk about them in detail. They were grouped on how many people said each answer, these could then determine how popular the product may or not be in different social groups.
Qualitative Research
Define qualitative research (in your own words)
To me qualitative research is researching yet also interpreting different situations and scenarios. It relies on context as well as how subjective you are, both of these lead you to your conclusion and from there you’re able to gather evidence.
This can be backed up by the actual definition of qualitative research. Qualitative research is multimethod in focus, involving an interpretative, naturalistic approach to its subject matter. This means that qualitative researchers study things in their natural settings, attempting to make sense of, or interpret, phenomena in terms of the meanings people bring to them.
What qualitative research have you conducted?
The qualitative research that we carried out was looking at previous adverts for our initial product and collectively deciding what our attitudes towards that media product were. We then also looked at the response to previous adverts to see if there was any backlash or positive comments, that we could then alter and use in our advert.
What are the advantages of quantitative research over qualitative and what are the advantages of qualitative research over quantitative? Do you think one form is more useful than the other?
The advantages of quantitative research over qualitative research are that you get numerical data in larger quantities, this is easier to rely on than things like audience reception as it’s hard data. Quantitative research also is easier to understand than qualitative research as it can be laid out in many different formats like pie charts and bar graphs therefore being easier for audiences and workers to understand. However, qualitative research allows you to get a personal opinion on things. It allows you to see audience members reactions and see if they view things in a positive light or negative one, whereas with quantitative research you really only get numerical data.
I think neither quantitative nor qualitative research are more beneficial than the other as both have their strengths and weaknesses. I think they’re both useful as you can incorporate facts as well as opinions therefore providing a more balanced result rather than just pure data or pure opinion.
Data Gathering Agencies
Explain what the BARB does
The BARB (Broadcasters Audience Research Board) is a British organization that compiles audience measurement and television ratings in the United Kingdom. It was created in 1981 to replace two previous systems whereby ITV ratings were compiled by JICTAR (Joint Industry Committee for Television Audience Research), whilst the BBC did their own audience research.
BARB is jointly owned by the BBC, ITV, Channel 4, Channel 5, Sky and the Institute of practitioners in advertising. Participating viewers have a box on top of their TV sets which tracks the programmes they watch.
Vision One
Vision One is one of the UK's leading and fastest-growing specialist market research agencies, and winners of The Drum's Best Market Research Agency 2021. Also recognised as one of the most innovative and reliable in the UK, they are experts in forward-thinking, strategic insight.
Audience and Market Research
Define Audience/ Market Research (in your own words)
To me audience research is gathering as much information about your customer base as possible, whether this be age, gender, sexuality. This research then enables you to design your product to your primary target audience's needs. It also allows you to plan and produce an advert and product that will appeal specifically to them and therefore helps your product gain recognition.
This can be backed up by the actual definition of market research. Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness.
What Audience/ Market Research have you had to conduct?
The audience research that we carried out was to create and send out a questionnaire to our classmates and friends. The questionnaire included questions pertaining to age, gender and occupation (if they have one). We then were able to use this data to format a rough basis of who our target audience were and what interested them. From there, we initiated the plans for our advert and incorporated some of their ideas within, in order to connect with them and gain their attention. Questionnaire - Relive The Taste (google.com)
Product Research
Define Product Research (in your own words)
To me product research is researching how well you think the product will do. This could include asking people what they like and dislike about the general idea, asking people what they think could be improved and asking people what similar products and ideas they already like. This information can then be used to adjust and alter your product idea, thus making it fit in to somewhat of a meta for your target audience.
This can be backed up by the actual definition of product research. Product research is how you validate a product idea and see if it'll be successful or not. It's a part of the product development process that helps identify customer needs and if your idea can meet market demand. The result is a better return on investment on your product.
What product research have you had to conduct?
The product research that we carried out was looking online at feedback to the product. From there we were able to see what people liked and what they didn’t like and also who was most likely to buy the product. Using this information, we were able to come up with a specific target audience to the rebranded product we were going to create and what specifics would be incorporated within that product that were previously deemed popular based off the results of the research.
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