Unit 1: LO5 Be able to evaluate research data used by media institutions

 So that you know your audience and therefore can produce your magazine to contain content that would apppeal to the target audience                  

Media companies s often expect that mass media products have a large audience reach. This means the product is more likely to be successful and will make profits though sale numbers. However, the main reason that these companies conduct research to find out how many people consume the product within a given reach.

Organisations such as BARB and RAJAR carry this out for companies in the TV and radio industry. Whereas the NRS collects circulation and readership data for publishing and print companies.    

Circulation:

 The number of people who purchase a print product

Readership:

The number of people who read a print product as a part of second hand consumption 

This is an example of readership because someone else may have bought this newspaper (Circulation)  and left it on the bus for this elderly gentleman to read. He did not buy the magazine but is still reading it, plagiarist.  

Audience Feedback

This allows media companies to identify a gap in the market and create a product from this information. Audience feedback is also used to develop an understanding of needs of mainstream and niche audiences. Social media is often used to gain this feedback and usually has a high response rate as it is easy to complete.

Competitors

Research is conducted by media producers to find out what audiences think about the product and brands owned by competitors. BBC and ITV are constantly using online technologies to conduct focus groups about what viewers think about major story lines they have produced. 

Research Methods

Primary - Methods that are conducted yourself, e.g creating and releasing a questionnaire. The methods used depends what media producer wants to find out. 

• Questionnaires. Consists of a series of question. Open - more verbal long written. Closed- multiple choice.
• Focus Groups: A group of people assembled to take part in a discussion about a product before it is launched.
• Interviews: This method is also used in journalism and media reporting. They are a vital part of market research.
• Online Survey:  Questionnaires that are shared cia the internet. Quick and easy to create.

Secondary - Methods using information that has already been released. For example, using the internet to find out information. Use theorists ideas can help us make informed ideas. 

Internet Research: Search engines are used to gather data, personal opinions, news articles and academic research on a particular topic.

Books and Journals: Textbooks and digital editions of these provide a way of gaining information

Magazines and Newspapers: Articles have been written by professional journalists who have used primary research methods to create data for a topic.

Television: Documentary's,news and factual advice programs can produce large amounts of information needed for research purposes. 

Online Surveys; Primary research method

Strengths: Can easily gather data from a large number of girls in the 16-24 age range

Weaknesses:  Lots of people might give joke responses which would skew the data

Opportunities:  Only send the surveys to known responsible individuals or add an email requirement so that people will have identity attached to their responses

Threats: Data could be skewed and therefore the magazine could target the wrong audience. 

Internet Research: Secondary Research

Strengths: Very quick way to find information about this age group

Weaknesses: It can be difficult to find sources which means that your information may not be correct. 

Opportunities: Only use information that has sources provided.

Threats: Information may be inaccurate and therefore the magazine may be aimed at the wrong audience

Analysing Audience Research

In the industry, the most successful products will often have spin offs and sequels. However, this is based on audience feedback.

Breaking Bad, James Bond both have sequels

1. Constant Updates on what happening, including easter eggs that give viewers nostalgia, 

2. Creating cliffhangers in the story that make a sequel more desirable. 

It is important for media companies to interpret data that is presented to them about the ways audiences consume products in order to make decisions about a product

The Daily Mail- Young Audience, more likely to own a mobile phone and read articles online.

The Guardian - Middle Class, have disposable income to buy newspapers. ABC1 

The Sun viewers cant read so they just look at the pictures

Breaking Bad , they made sequels for breaking bad because it was incredibly popular, one of the most popular characters was Jesse Pinkman so they made a sequel film, El Camino, in order to tie up his story arc. They also made Better Call Saul because Saul Goodman was a popular character with potential to have his own story.

Define "Market Possibilities" 

In terms of market possibilities, the most successful products will often have spin offs and sequels. However, this will be based on audience feedback

Qualitative data, Written word - useful for studies at indivitial data. In depth analysis of how 

Quantitative data, Numerical data, easy to compute/analysis

"The Great British Bake off had 9.15 * 10^6 viewers" Quantitative data as its numerical

"Soap-operas were another genre impacted heavily by the hiatus in production during lockdown"

Qualitative data, worded, not supported by data

Barb: Quantitative 

Rajar: Quantitative 

Nrs: Quantitative 

Mainstream audience: A very large audience of broad demographics

Niche Audience: A smaller more dedicated audience of a more specific demographic

NRS social grade: a grade that determines your class and shows how how much disposable income he has [IMPROVE]

RAJAR: 

BARB:

Demographic: A subsection of a population that can be categorized by a specific characteristic 

Invisible Fiction: A fictional person made by the producers that will make up the exact target audience of the product

Audience Profile: 

Primary Research: Research that you have conducted yourself

Secondary Research Research that someone else conducted and you are using

Quantitative Data: Written data

Qualitative Data: Numerical data

Case Study: Criminal Minds

The show was decreasing in popularity over the years so it was cancelled

Quantitative data, The rating for the show were decreasing which represented a decrease in popularity