Senario

There are multiple research methods I would have to take if I was asked to produce a film for the 16-25 year old demographic group. All types of research which I have looked at would be included. There are 5 different questions in which I would need to know/do. These are

• What Primary research would I do
• What Secondary Research would I do
• What Quantitative and Qualitive data would your research gather
• What Market and Audience Reseach must I then do
• How much money will it take to produce? This is all related to Production Research

For this research, I would conduct up a questionnaire which is Primary Research and will be researching Audience Research, this will be highly important as if I did not consider:

• Genre
• Actors/Actresses
• Gendre
• Ethnicity
• How often do people go to the cinema
• When they go

then the production of a film would not get anywhere. Knowing what genre 16-25 year olds like the most and whether they go to the cinema or not gives prodcuers a head start on where they will go with a film. this will be Quantitative Reserach as I would be dealing with numberical facts.


By using Secondary Research, I will be able to look on the internet to find out another key importance to the research for my film. I would be checking on the most sucessful films within what the age demographic group I am focusing on. Also, looking at the release dates of the films is vital as picking the perfect time to release the film. I would need to know when the target audience is most likey to go and see the film otherwise there would be no income from the film and it would be waste of money.

Market Research would be another main importance as as a producer, I would have to find out about the competition that there is.

Production Research

Production research is basically  when audeince research goes well and the market analysis is favourable. If this is the case for both aspects, then a media company may decide to launch a new product into the market. Production research is needed for a few reasons which are:

• Gather materical and also provide content  which will allow the new product to be developed by the comapny.
• Researching the commercial viability of making the product itself
• Investigating both the personnel available and the technology
• Plan and research the product thoroughly and post-production stages which will ensure that it will all run smoothly as possible
• To check out suitable recording and production locations

Market Research

Market research is highly important for many products which is why media producers use this kind of research as they can undertake the detailed reserach as it goes to the target maerket or commission other companies which would undertake the reserach on their behalf. As the media marketplace is extremely competative, products will compete with many more products which are being made for an aqudience and revenue. Without the audience or revenue the product itself would not get very far.

Audience Research

Audience research can be considered vitally important to the media industry. It is the collection and analysis about the target audience which will be given for either a paraticular media product or sector. Using audience research, it helps the media industry learn more about the reacting of a product. This can be by the behaviour of the audience, knowing the incentives and barriers they have and this can be affected by ceasing an existing behaviour or even adopting a new one. An audience’s attitude can also change which links into the behaviour as it can enhance motivation. Audience research can use two types which can be:

• Quantitative Audience Research which engages with larger numbers which involved a population as a whole showing a statistical relationship.
• Qualitive Audience Research which engages with small numbers of individuals. this method gains more information as it gives a complex, in-depth and detailed understanding of an audiences experience and the responce they will give to watching a seletced performance.

Secondary Research

Secondary research is data which people use in work which has already been published in different sources such as magazines, on the internet, on TV. The data u will use is the cheapest kind of research for the simple fact that it already exists and is in a simple grasp of reach for you to use. It’s a kind of research that you cannot pass off as you own which always should be referenced when used. However, this kind of research can be split into internal and external research.

Even though secondary research is cheap, there are always limitations to prevent its use. Some of them are:

·         It is easy to find and collect secondary data. However, you need to be aware of the limitations the data may have and the problems that could arise if these limitations are ignored.

·         Secondary data can be general and vague and may not really help companies with decision making.

·         The information and data may not be accurate. The source of the data must always be checked.

·         The data maybe old and out of date.

·         The sample used to generate the secondary data maybe small.

·         The company publishing the data may not be reputable

However, Sources of external secondary dada includes:

·         Periodicals.

·         Specialist marketing reports i.e. Mintel

·         Industry magazines.

·         Chamber of commerce.

·         Government statistics.

·         Internet.

·         Professional bodies.

·         Trade associations

Examples of Secondary Research

This chat forum was taken from 'http://www.rottentomatoes.com/m/the_iron_lady/' as it is an example of secondary research. The reviews of the film 'Iron Lady' shows peoples opinions on what they thought of the film. These different types of opinions can dbate on whether a film is good or not and this data can be vital depending on the work which it may be used in.

Primary Research

 Primary research is a type of research which collects original data which obtains all the new information which can come from differenct techniques such as interviews, questionnaires and focus groups. This can be specific on the information collected and needed for many different things and makes it easier to work from as you dont have to rely on secondary sources which may not be factural or correct. There are many different positives and negatives to using primary research.

The advantages  are: 

1. It aims specifically at different research issues which the researcher can use and fit into what they need as they control the information
2. The use of primary sources is good for the fact you can have control on all the information you have supplied to the marketer meaning primary research is enabled focusing on specific subjects, but also enables the person researching all the information to have higher control over all the information collected and even how it is collected. Taking all of this into account, this means the researcher decides on specific requirements which is a range from the size of project, the timeframe and even the goal

The disadvantages are:

1. 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.
2. 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.
3. Some information which can provide valuable to the researcher in some research projects may not be within their reach so this is a huge downside. 
4. Information which is collected or used can expire and be out of date by time the research is completed
5. Low response rate has to be expected

Example of Primary Research

This survey above has been taken from the NRS (http://www.nrs.co.uk/toplinereadership.html) which shows a primary research which holds results of a survery which has been investigated by, by someone who wanted to find out information for themselves. However, it can also be seens as secondary research to people as they might use the data recorded for their own work and it also fits in to quantitative research as it is numerically measured.

Quantitative Research

Quantitative Research is a type of research which deals with research what is based on measurements relating to facts and information which can be either counted, producing numerical and statistical data. This kind of research inclused both primary and secondary techniques and all results include ratings, circulation and viewing figures.