Research Book 1

1 – Understand the nature and purposes or research in the creative media industries

Unit 3 Research techniques for the creative media industries

Learning outcomes:

1. Understand the nature and purposes of research in the creative media industries

2. Be able to apply a range of research methods and techniques

3. Be able to present results of research

Unit 3 ‐ Research techniques for the creative media industries 1


Assessment and grading criteria PASS MERIT DISTINCTION

P1 describe the nature and purposes of research in the creative media industries with some appropriate use of subject terminology [IE]

M1 explain the nature and purposes of research in the creative media industries with detailed illustrative examples and with generally correct use of subject terminology

D1 comprehensively explain the nature and purposes of research in the creative media industries with elucidated examples and consistently using subject terminology correctly

P2 apply research methods and techniques with some assistance [IE]

M2 apply research methods and techniques competently with only occasional assistance

D2 apply research methods and techniques to near professional standards working independently to professional expectations

P3 present results of research.

M3 present results of research competently.

D3 present results of research to near-professional standards.

Types and methods of research

Playing computer games has become one of the most popular pastimes and a multi million pound games industry has grown to develop and produce ever-more sophisticated games to feed this expanding market.

If you were going to develop a new computer game, what would you want to find out before you invested lots of time and money into your product? What methods and techniques would you use to get this information?

In small groups, write down what you want to find out about the audience, the market and the production process, and the methods you could use to get this information.

Discuss your findings.




1.1 Types of research

To undertake successful research for your own creative media productions you need a good understanding of the main types of research used within the industry and the methods and sources employed.

In the previous activity you may have said you wanted to find factual information such as the sales figures and audience profile for a particular game, or what gamers think about the games they play – what they like and what they find boring.

To find out the answers to these questions you need to use two different types of research: quantitative research and qualitative research.

Key terms

Quantitative research – research based on measurable facts and information that can be counted, producing numerical and statistical data.

Qualitative research – research based on opinions, attitudes and preferences rather than hard facts and figures.

Quantitative research produces data and information that is measurable and quantifiable and includes programme ratings, box-office takings, readership circulation figures and website hits, as well as the counting and measuring of items or space in a content analysis of a media product. The data generated from quantitative research can usually be represented numerically and is often presented in the form of tables, charts and diagrams.

Weekend 3 September - 5 September 2010

UK box office

Rank Title Country of Origin Weekend

Gross

Distributor % change on last

week

Weeks on

release

Number of

cinemas

Site

average

Total Gross to

date

1 The Last Exorcism USA £1,104,856 Optimum 0 1 313 £3,530 £1,104,856

2 Dinner for Schmucks USA £940,586 Paramount 0 1 428 £2,198 £940,586

3 Toy Story 3 USA £934,423 Disney -38 7 497 £1,880 £69,878,376

Activity


Visit the UK Film Council website (www.ukfilmcouncil.org.uk) and find out the latest box office figures. How many UK films are in the top 15?

Qualitative research, on the other hand, produces information on peoples opinions, views and preferences about something. For example:

Individual Response Steve Site was easy to navigate through and I really liked the way it was designed. Good

content. Colours and graphics were bright and made me feel very positive. Tempted to become a member.

Jane Hated it, too busy, colours and graphics were too bright. Difficult to navigate around and kept getting lost. Link to home page was too small, not enough interactive features. Don’t think I will be using it again.

Mike Loved the design but found it tricky to use. Prefer Bebo as a networking site to this one but it does have some good elements to it. Lots of information and features although some of the buttons didn’t work. Overall, I like it and will visit again.

Qualitative data is important to the industry as it is used to find out what individuals and groups think and feel about a particular media product such as a new computer game, television programme or film. It is also used by advertisers to obtain people’s responses to an advertising campaign.

Depending on the questions asked, it is not always possible to analyse the resulting information statistically, particularly if the responses are personal and subjective.

1.2 Methods and sources of research

A range of different research methods, sources and techniques can be used to obtain both quantitative and qualitative information. The basic distinction to make is between primary and secondary research methods.

Key terms

Primary research – original research to obtain new information using such techniques as interviews, questionnaires, and focus groups.

Secondary research – research using existing information that has already been gathered by other people or organisations.

Primary research is original research carried out for a specific purpose. It involves the use of a range of different sources and techniques to obtain new data. Asking people questions during an interview, conducting a survey, using a questionnaire, participating in an Internet forum and running a focus group are all examples of techniques used in primary research.

Case study: Protecting your rights and earnings

It is now very easy to download and share music on the Internet. This is great for users but can present problems for songwriters, musicians and agents who want to keep track of potential earnings and ensure copyright in their work is not breached.


http://www.ukfilmcouncil.org.uk/


The Performing Rights Society (PRS) helps to protect performers’ rights and is involved in campaigns over royalty payments for music and video content. It runs a website (www.fairplayforcreators.com), where songwriters, artists and people working in the music industry post their views on issues related to rights, earnings and copyright. The primary research is an important sources of information for the PRS and also helps to get the message across to the wider public on rewarding artists properly for their work.

In September 2009, a licensing deal was struck between PRS and YouTube over royalty payments for online content.

1. Why do you think music artists and other people working in the media are concerned about the digital reproduction of their work?

2. Why is a website such as this a help to the organisations like the PRS? 3. What might happen if sites like YouTube are forced to pay too much money to

show digital media content on their website?

Activity: Further research

The debate about royalty payments for digital media content is an ongoing issue. Research the latest position regarding royalty payments for producers of media content that is accessed through the Internet.

Secondary research involves the use of data and information that has already been published or is already available within an organisation. Looking in books, journals, archives, photo libraries, and searching on the Internet for information that already exists are all examples of secondary research.

Many media organisations will use data and information that has been gathered and analysed by another company or a data-gathering agency to add to and support, sometimes even replace, their own primary research

Activity: Media research organisations

Do some of your own Internet-based research by visiting the websites of the following data-gathering agencies and finding out what information they have available about different media products.

• National Readership Survey (NRS) • Broadcasters’ Audience Research Board (BARB) • Audit Bureau of Circulations (ABC) • Radio Joint Audience Research Board Limited (RAJAR)


http://www.fairplayforcreators.com/


• Office of Communications (Ofcom)

Write a short report on each agency and include some data on specific media products from each site to illustrate your report.

Some of the data is only available to subscribers. Why do you think that might be?

The diagram below shows an example of quantitative data from Ofcom. It shows the revenue generated by different types of programme of commercial television. What does the data tell you?

Source: Ofcom Communications Market Report August 2010

1.3 Purposes of research

Research undertaken within the media industries has three main purposes: audience research, market research and production research. It is important that you understand what these forms of research involve as you will need to apply all three to the practical work that you will be undertaking in your other units.

Key terms

Audience research – the collection and analysis of information about the target audience for a particular media product or sector of the media industry.



Market research – the collection and analysis of information about the market within which a particular product will compete with other products for an audience and for revenue.

Production research - the collection and analysis of information for the content and production of a media product.

Audience research

Effective and successful media products target the right audience and communicate to them in an effective way. As the media industry becomes more fragmented, competition for a share of the audience becomes even more intense. Knowing who your target audience is, and what makes them tick, is becoming increasingly important.

Audience research is about investigating:

• Statistical data about the size and profile of the audience for a particular media product.

• The extent to which potential audience members are aware of a particular media product or service

• What members of the target audience think about particular products and services and their patterns of behaviour and potential use of the products.

Activity:

Choose a national newspaper and see what you can find out about its readership and what they think about the newspaper.

Market research

The media marketplace is highly competitive. Media producers often undertake detailed market research into their target market or commission other companies to undertake research on their behalf. They are interested in what the market looks like, who the other competitors in that market are and what their products are like. They are particularly interested in the economic factors within the market and what potential revenue is available.

Production research

If the audience research goes well and the market analysis is favourable a media company may decide to launch a new product into that market. Production research is needed to:



• Provide content and gather material to allow the company to develop the new product

• Research the commercial viability of actually making the product • Investigate the technology and personnel available • Check out suitable recording and production locations • Thoroughly research and plan production and post-production stages to

ensure that it all runs as smoothly as possible.

Case study: BBC Worldwide

BBC Worldwide is the main commercial arm of the British Broadcasting Company (BBC) and has a wide range of commercial activities, mostly connected with the BBC’s broadcast output, in order to maximise the value of the BBC’s assets for the benefit of the UK licence payer.

The BBC Worldwide undertakes a great deal of research to ensure it provides the right products for the right audience and market. For example, it identified a market demand for magazines that supported popular programmes such as Top Gear and Gardener’s World. But there have also been some failures, such as magazines linked to children’s television programmes Tweenies and Balamory, which were both pulled due to falling sales.

In 2008/09, BBC Worldwide generated profits of £103 million, for the BBC to reinvest in its public service broadcasting. However, the BBC has sometimes been criticised for the amount of money it makes from BBC Worldwide.

Commercial rivals are not happy at the advantage the company has from its links to the BBC and its ability to exploit the programme catalogue and resources.

1 Visit the BBC Worldwide website (www.bbcworldwide.com) and find out more about the products and commercial activities they are involved in.

2 Why is research such an important activity for them?

3 Can you understand why some commercial rivals are unhappy with the BBC Worldwide’s operations?

ASSESSMENT ACTIVITY 3.1


http://www.bbcworldwide.com/



Documents

Research Book 1