Assignment one: Types and Purposes of research
TASK ONE:
For this report I am going to discuss different types of research and exactly why they are important, along with also looking at the types of methods of researching and how they approach certain target audiences throughout the media.
One example of this is Quantitative research. This type of research is all about asking different people for their opinion on certain subjects which enables you to produce 'hard facts' and 'statistics'. This type of research is mainly questionnaires and survey's and then the research that is collected normally gets displayed on a chart or graph. One advantage of this type of research is that the results are easily analysed as well as easily comparable which is especially useful when for example a newspaper or magazine company wants to know the least popular brands against the most popular brand.
Quantitative research allows you to find out:
Qualitative research on the other hand is purely designed to ask more in depth personal questions to collect more data on a specific person, an example of this is to ask a newspaper reader/ magazine reader if they have an opinion on the article they just read or anything they specifically liked or disliked about the article. Sometimes this type of research is better than quantitative because the data that is collected is more personal and it then allows companies to improve their products for readers.
There are also two methods of research which are primary and secondary. Primary research is defined as "factual, first-hand accounts of the study written by a person who was part of the study." This method varies how a researcher runs their study. This type of research is typically known as original research. Secondary research is when you analyse and interpret primary research. "Secondary research often takes the form of the results from two or more primary research articles and explains what the two separate findings are telling us."
Demographics and psychographics:
Demographics is the average characteristics of certain target audiences, these factors include age, race, education, income and where they live, it is the collection of data regarding a specific population and it is frequently used as a marketing tool to determine the best way to reach customers. Additional demographic factors include gathering data on preferences, hobbies, lifestyle and more.
These are some examples from another blog post of mine:
Demographics:
Quantitative data is easy to gather and gives a quick analysis and categorises people.
Gender- age - family - class - nation - ethnicity - education - religion
Group A- lawyers, doctors, professors
Group B- Teachers, Middle management, fairly well paid professionals
Group C1- Junior management, bank clerks, Nurses, white collar professionals
Group C2- Electricians, plumbers, carpenters, blue collar professionals
Group D- Drivers, manual workers
Group E- Students, unemployed, pensioners.
Types:
Resigned- rigid and strict- they like safety and familiarity.
Struggler- disorganised with few skills- Jeremy Kyle
Mainstreamer- Conventional and conformist- part of the masses- these are the mass audiences.
Aspirer- materialistic- they place importance on image.
Succeeder-strong and goal orientated- luxury, high end.
Explorer- energetic- young- students- adventurous.
Reformer- they are free from restriction- higher educated.
On the other hand psychographics are a "segmentation which divides the market into groups based on their social class, lifestyle and personality characteristics. It is based on the assumption that the types of products and brands and individual purchases will reflect that persons characteristics and patterns of living."
Audiences are normally split up into two main categories, Mass and Niche audiences. Mass audiences are normally more focused on the consumer whereas a Niche audience is mainly targeted at people with certain interests. To back up my point this is what I found on google images.
The are five main question and answer styles: Open, Multiple choice, categorical, interval and ratio.
My exam stress survey:
1. How old are you?
This is an example of primary research as I have asked questions and with the answers that I was given allow me to gain peoples opinions on exams and how they personally coped with them. Magazines also often include surveys to help improve the quality of the information they are reading.
Magazines also draw in target the target audience by using certain fonts and images on the front covers, you can always almost tell the genre of the magazine without opening it, Vogue is an example of this.
Bibliography
http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups/what-is-quantitative-research
http://www.qrca.org/?page=whatisqualresearch
http://study.com/academy/lesson/primary-secondary-research-definition-differences-methods.html
http://www.investopedia.com/terms/d/demographics.asp
http://www.slideshare.net/BigDproductions/demographics-and-psychographics
For this report I am going to discuss different types of research and exactly why they are important, along with also looking at the types of methods of researching and how they approach certain target audiences throughout the media.
One example of this is Quantitative research. This type of research is all about asking different people for their opinion on certain subjects which enables you to produce 'hard facts' and 'statistics'. This type of research is mainly questionnaires and survey's and then the research that is collected normally gets displayed on a chart or graph. One advantage of this type of research is that the results are easily analysed as well as easily comparable which is especially useful when for example a newspaper or magazine company wants to know the least popular brands against the most popular brand.
Quantitative research allows you to find out:
- "Is there a market for your products and services?"
- "What awareness is there of your product or service?"
- "How many people are interested in buying your product or service?"
- "What type of people are your best customers?"
- "What are their buying habits?"
- "How are the needs of your target market changing?"
Qualitative research on the other hand is purely designed to ask more in depth personal questions to collect more data on a specific person, an example of this is to ask a newspaper reader/ magazine reader if they have an opinion on the article they just read or anything they specifically liked or disliked about the article. Sometimes this type of research is better than quantitative because the data that is collected is more personal and it then allows companies to improve their products for readers.
There are also two methods of research which are primary and secondary. Primary research is defined as "factual, first-hand accounts of the study written by a person who was part of the study." This method varies how a researcher runs their study. This type of research is typically known as original research. Secondary research is when you analyse and interpret primary research. "Secondary research often takes the form of the results from two or more primary research articles and explains what the two separate findings are telling us."
Demographics and psychographics:
Demographics is the average characteristics of certain target audiences, these factors include age, race, education, income and where they live, it is the collection of data regarding a specific population and it is frequently used as a marketing tool to determine the best way to reach customers. Additional demographic factors include gathering data on preferences, hobbies, lifestyle and more.
These are some examples from another blog post of mine:
On the other hand psychographics are a "segmentation which divides the market into groups based on their social class, lifestyle and personality characteristics. It is based on the assumption that the types of products and brands and individual purchases will reflect that persons characteristics and patterns of living."
Audiences are normally split up into two main categories, Mass and Niche audiences. Mass audiences are normally more focused on the consumer whereas a Niche audience is mainly targeted at people with certain interests. To back up my point this is what I found on google images.
TASK TWO:
The purpose of a survey is to gather information from a range of different people about a certain subject. I also think that they are a good/ valid method or way of gathering information from individuals and getting an opinion. The kind of questions that are asked are simple or multiple choice questions.
The are five main question and answer styles: Open, Multiple choice, categorical, interval and ratio.
My exam stress survey:
1. How old are you?
This is an example of primary research as I have asked questions and with the answers that I was given allow me to gain peoples opinions on exams and how they personally coped with them. Magazines also often include surveys to help improve the quality of the information they are reading.
Magazines also draw in target the target audience by using certain fonts and images on the front covers, you can always almost tell the genre of the magazine without opening it, Vogue is an example of this.
Bibliography
http://www.marketingdonut.co.uk/marketing/market-research/questionnaires-surveys-and-focus-groups/what-is-quantitative-research
http://www.qrca.org/?page=whatisqualresearch
http://study.com/academy/lesson/primary-secondary-research-definition-differences-methods.html
http://www.investopedia.com/terms/d/demographics.asp
http://www.slideshare.net/BigDproductions/demographics-and-psychographics
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