media research techniques
TRANSCRIPT
Research Techniques for the Media Industry
Reasons for Research1. Cost of media products
Reasons for Research2. Advertising partnerships
Types of Research Market Research The collection and analysis
of information about the market within which the product will compete with other products for audience and revenue.
Statistical Data about audience Audience awareness of media
product Attitudes towards products and
services and pattern of behaviour
Competitors
Product Research
Related to the production of the media product itself.
Provide content for the product
Research commercial viability
Plan production and post production (Unit 2)
Market Research Media organisations will often commission
research from specialist agencies.
WHY?Advantages to Media Company
Hire “experts” Cheaper overall for business Control of project
Focus on core business No redundancy in business
Market Research - Audience Segmentation Age Gender Culture and ethnicity Income and Social Class
Market Research - Income and Social Class Groupings
Source:- NRS Website
Production Research
“Time is Money!!”
Media products cost so careful planning of production and post production is needed to minimise this cost.
Provide content for the product
Research commercial viability
Plan production and post production (Unit 2)
Production Research - Viability
Costs
Staff Equipment Locations Licenses Rights Distribution Marketing/Advertising/Promotion Illegitimate copying
Income
• Sales (tickets, DVD’s, etc.)• Merchandise (T-shirts, fluffy toys,
McDonald’s Happy Meals etc.)• Subscriptions• Competitions• User involvement (e.g. American Idol
voting system)• Spin off’s in other media (e.g. licensing)• Product placement and advertising• NGO grants e.g. Lottery, Arts Councils etc.
Cost Income
Viability
Production Research - Scenarios
TVB Pearl is going to produce a TV documentary program of 30 minutes long about the nature of household recycling in Hong Kong. They want the program to show various sides of recycling in Hong Kong for normal households. What are some of the production research activities that might take place to plan and produce this program?
HK Magazine is planning to write an article about the Hong Kong Arts Festival . What research tasks do you think they will need to undertake for this production?
Production Research – The Recce
The production researcher for Pearl has to complete a recce for the program.
What is a recce? What is it’s purpose? Fully explain with genuine examples the problems
that are attempting to be identified by doing a recce?
Produce a checklist on word that could be used on a recce.
Resources
Case Study and ActivityBlog entry on a film recceHealth and Safety
Final AssessmentFully explain purposes of research in the media industries with supporting arguments and
elucidated examples expressing ideas fluently and using subject terminology correctly.
The report should include:-
▪ An introduction that states the aims of the report▪ The role of the researcher.▪ Explanation of main purposes of research – Market and Production▪ A full explanation of the services of research organisations (such as RAJAR, NRS etc. as well as private
companies such as Nielsons).▪ Market segmentation and how it is applies to media products.▪ The importance of advertising to media production.▪ Aspects of pre-production research and planning▪ What copyright means and its connection to research for media production.▪ A conclusion that summarises what you have learnt.
It is important for all students that in order to get access to higher marks that student devised examples are used to explain the different aspects of the report and justify points made. It is suggested that students use the bullet points above to help structure their report. Use of technical language must be consistently and accurately demonstrated throughout.