Tv Research Data

Aim: to evaluate the research data used by media institutions

starter: make a list of all the different types of research you might conduct in order to gain information:

  • Online research - BARB
  • Online questionnaires 
  • market research 
  • focus groups 
primary research:involves gathering new data that has not been collected before. For example, surveys using questionnaires or interviews with groups of people in a focus group. (also known as field research)

secondary research: involves gathering existing data that has already been produced. (also known as desk research).

Qualitative vs quantitative data

qualitative: typically descriptive, in-depth data used to find out how people think a given product. eg. did you like this tv show? if not tell us why. Questions that allow people to write extended responses. This type of data can be used to identify likes and dislikes, trends etc. this type of questioning is typically open-ended.
eg;
  • please tell us a little about yourself?
  • who did you purchase the product from?
  • what's the one thing that nearly stopped you from completing your purchase?
  • do you watch tv shows online?
  • do you set daily reminders to watch your favourite tv show?
  • how do you prefer to view entertainment?

quantitative: data that can be measured numerically (data, statistics), eg. the number of people who watch a given television show. Closed questions, typically yes/no tick-this-box form of response. These can easily be transformed into graphs. example questions that are multiple choice;
  • are you male/female options: male/female
  • do you live in a single income household? options: yes/no
  • how many children under 18 are living in your household? options: 1/2/3/4/other 
  • do you watch tv often? options: yes/no/sometimes 
  • how old are you? options: 0-18, 19-25, 26-35, 36+
  • what time of day do you usually watch tv? options: 7am-12pm, 12pm-3pm, 4pm-6pm, 7pm-9pm, 10pm-12am.

The Likert scale- a sliding scale enabling interviewees to rate their responses from, for example, 'strongly agree' to 'strongly disagree'

 


Purpose Of Research:
Audience feedback might be used to exploit a gap in the market, whereby a group of potential customers are identified who are not yet consuming a product. Likewise, market possibilities might be identified for existing brands to expand- (EG.through a spin-off)

 Methods of conducting market research:

 interviews 
online surveys 
focus groups 








Comments

  1. JCoSS Media DeptFebruary 27, 2019 at 12:32 AM

    Your notes are fine, but you need to include your own sets of questions - both qualitative and quantitative - between 5-10 for each.
    Mr Boon

    ReplyDelete

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