Cmp alex gilbey



Task 3QUANTITATIVE AUDIENCE RESEARCH Quantitative research is research conducted in the form of numbers. For example expressed through charts & graphs. Surveys and questionnaires are a good form of quantitative research as you can generalise the results into a quantity. This type of research is more reliable when you use a large sample as you can generalise the results better as you have a broader range of answers. There are many pros and cons to this type of audience research. The benefits to getting numerical data is you can generalise the results giving you a clearer outcome. For example if you wanted to find out which county listened to a certain radio station the most, you would be able to receive a more reliable answer if you asked more people. By using quantitative research it is more reliable than opinion based research. This is because it is more precise, with qualitative data you get the opinions of the subjects however with quantitative data you get the statistics. However there are also disadvantages to this kind of research. This type of research is incredibly time consuming, as you have to use a large sample. This could potentially cost more money depending if you are paying the subjects to take part in a survey. Another disadvantage would be that because its all figures it wouldn’t be up to date. Statistics are always changing so your findings wouldn’t be valid for long. Also with quantitative research it is harder to explain reasons why. It is very limited with what you can get out of it. QUALITATIVE AUDIENCE RESEARCH This is research collected showing why people think what they think. It allows the subjects to give reasoning behind their answers. This sort of research should be done through a focus group or face to face interview as then the interviewer / researcher can see the reactions of the people partaking. This is beneficial when they are saying why as you can then fully understand if you can see them. The advantages to this kind of research is it provides depth and detail. This kind of research allows you to record the attitudes and the reasons behind people’s views. Another advantage would be the fact it creates openness, meaning it encourages people to expand on their answers which could lead to discovering new things that weren’t originally part of the study. Allowing researchers to expand on their data. Unlike quantitative data qualitative data allows you to examine complex questions to get more than just closed answers. Along with any form of research there are still disadvantages. The fact you are unable to generalise the answers to that of the population, this could be considered a hindrance as you have to make your conclusion based on a variety of opinions and the reasons why, which is a lot harder than being able to see the numerical value of how many people think a certain thing. With qualitative research you have to use a smaller sample. This is because it would be too complicated to get the answers of more than say 100 people because it is open questions rather than closed. This is a disadvantage because it means your results might not be as reliable. Alongside this, with qualitative data it is harder to make systematic comparisons. All of the answers will be vary from one another meaning you can’t group them. In the media industry mainly the researchers would use qualitative data in order to find out people’s views on a particular TV show or other media platform, for example a magazine.BARB -8001001751330BARB stands for Broadcasters’ Audience Research Board. It was set up in 1981 in order to provide the industry information based on audiences. It gives companies information on audience figures, for example ratings. 6 companies own BARB: BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising). BARB can gather who is watching the television, what they are watching, when they are watching, which platform are they watching on and how did the content get to the screen. BARB does all of this by selecting family houses to put a panel into their television. They survey over 1000 people weekly to enable them to recognise which homes they put the panel in. Due to this quantitative data BARB can use these results to devise an accurate representation of the entire of the UK. Television companies then use this information to make conclusions on how well the TV show is doing and whether they have a different target audience than expected etc. This diagram shows the different channels that use BARB showing the percentage share of audiences. For example BBC One holds 21.7% of audiences. As you can see most major channels use BARB such as: Sky, the BBC, Channel 4, Viacom etc. They use BARB as a reference to help them work out their audience. BARB is a form of secondary research so companies wouldn’t just use BARB as there audience research. ABC ABC stands for American Broadcasting Company. It is an American television network which broadcasts a variety of shows. From ‘Modern Family’ to ‘The Jimmy Kimmel Show’. It was founded in 1943 and also hosts radio as well as a TV network. The radio network was ABC’s original outlet soon branching out to television also. They partnered with United Paramount Pictures when starting the company which made the company stronger. ABC is the leader in developing, producing a distributing certain TV shows. ABC is owned by Walt Disney as is among the most successful television & radio networks.-914400395287500This is a screenshot showing all the television networks owned or formerly owned by ABC. ................
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