Types of audience research
Why do you need to conduct research?• To identify the target audience of the media product.
• There is a need to make sure the institution showing the media product already has the right audience and will also attract the right audience.
• To ensure the audience reacts in the expected way.
Primary• This is research done by you and has not been conducted by anyone before.
• It usually has a purpose and is original and not copied.
• Examples:
• Questionnaires.
• Interviews.
• Observations.
• Possibly a relevant conference.
Secondary• This is research done by someone else and can be used alongside primary research.
• It has a purpose but is not original.
• Examples:
• Newspaper articles
• The Internet
• Office of National Statistics (ONS)
• Broadcasters’ Audience Research Board (BARB)
Quantitative • This is research that will produce unbiased results that can be measure to generalise a large population.
• Results can be shown as a set of numbers and presented in charts or graphs.
• Examples:
• Audience viewing numbers
• Age
• Percentages
Qualitative• This type of research helps to find out people’s opinion on things and why they feel that way.
• The responses are personal and therefore can’t be measured.
• Examples:
• Focus groups
• Questionnaires if they have comment boxes.
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