The nature and purposes of research in the creative media industries

Primary research/self-generated research

Primary research is a type of research that you collect yourself. 'Primary research is a methodology used by researchers to collect data directly, rather than depending on data collected from previous done research'. Some of example of this include surveys, interviews, analysis and observations. However, the most common being self-administered surveys, interviews, field observation, and experiments.

Before beginning to gather the data, its important to decide how you are going to conduct the research, what observations are going to be made, the questions asked, and to be certain that your process will be unbiased.

Secondary research

Secondary research is research that involves using data that has already been found by someone else. 'Secondary data is the data that has already been collected through primary sources and made readily available for researchers to use for their own research'. Some common sources of secondary data are imformation collected through censuses or government departments like housing, social security, tax records. Internet searches or libraries, GPS, remote sensing.

Secondary research is more cost effective than using primary research, as it is making use of already existing data. So because of this that's one of the reasons that make it a popular choice among a lot of businesses and organizations. As some organizations are not able to pay a huge sum of money to conduct their own research and gather data.

A pro of primary research is that it allows the person researching to obtain original data that are specific to whatever it is they want. A con of this type of research is because of the processes that are involved, as primary research can be quite time-consuming, sometimes possibly taking months or even years. As well as being a more costly process.

A pro of secondary research is that it is largely based on already existing data taken from previous research, secondary research can also be conducted more quickly and a lesser cost. A big disadvantage of secondary research is that the researcher might have difficulty obtaining the specific information they may need. Also, existing data may not have the currency necessary to be useful.

Quantitative research 

Quantitative data is the process of colleting and analysing numerical data. 'Quantitative research, in contrast to qualitative research, deals with data that are numerical or that can be converted into numbers'. The basic methods that are used to investigate numerical data are called statistics.

An example of quantitative research is the survey conducted to understand the amount of time a doctor takes to tend to a patient when the patient walks into hospital. There are four main types of quantitative research: descriptive, correlational, casual-comparative/quasi-experimental, and experimental research.

Qualitative research

Qualitative research involves collecting and analysing non-numerical data. 'Qualitative research seeks to answer questions about why and how people behave in the way that they do'. An example of  a qualitative research method would be unstructured interviews which generate qualitative data through the use of open questions.

Qualitative research involves many different formats and methods, each with a specific use and aim. Theses methods include face-to-face or phone interviews, focus groups, observation, natural, and textual.

A pro of qualitative research is it allows one to explore topics in more depth and detail that quantitative research, it is also often less expensive. One major disadvantage of this type of research is that it cannot quantify how many of your audience answer one way or another. 

A pro of quantitative research involves fast speed that data can be collected. This data can also be analysed fairly quickly. A con of quantitative research is the limited ability to probe answers. As well as experiments being costly.

Data gathering agencies

BARB (broadcasters audience research board) is responsible for delivering the UKs television audience measurement currency. They commission research companies Ipsos MORI, Kantar media and RSMB to collect data that represent the viewing behaviour of UKs 28 million TV and broadband-only households. BARB is jointly owned by the BBC, ITV, Channel 4, Channel 5, Sky and the Institute of practitioners in advertising.

An example of a data gathering agency is RAJAR (radio joint audience research) and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the radio centre on behalf of the commercial sector.

Audience and market research

The main difference between the two is that audience research is conducted on specific audience segments to obtain information about them. Then on the other hand, market research is conducted to gather information about the market within which the product or service aimed at the audience operates in.

Some examples of market research are surveys, interviews, focus groups, and observation. Whereas for audience for example the amount of people that enjoy watching a specific genre of movies.

Production research

Production research is always needed when developing a new product. It is research to help give information on the characteristics of the product. It focuses on the production of a product, in other words, how's it made.

The methods of production research could be primary research, this means researching via books and setting up focus groups to gather people opinions.