Task 3

Quantitative Audience Research

What is it?
Quantitative research is when you gain your information from doing practical
work, this information would be gained from formats such as self-made surveys
and customer questionnaires with multiple choice, suited to get the most specific
answer to your question.

Pros

You get a specific and accurate answer

Get to choose who you ask the questions too

Cons

Smaller amount of people to ask

Can be less accurate and unreliable

What type of media producer would use it?

Small business firms that are just starting up who might be selling a product and
want to know what their target audience would like

Qualitative Audience Research

What is it?
Qualitative audience research engages with relatively small numbers of
individuals in order to gain a complex, detailed and in-depth understanding of
their experiences and response to watching a performance.
While quantitative research engages with larger numbers that have a statistical
relationship to a population as a whole, qualitative research provides
descriptions of the responses of particular audiences members to particular
performances at a particular time and place.
What this allows is the opportunity to delve below and beyond surface responses
and obtain a heightened understand of meanings, motivations, feelings and
experiences.

Pros

Qualitative research can add validity to any results or conclusions drawn in

a case study or research paper and you will gain a far greater level of
understanding as a result.
By using qualitative research as opposed to quantitative research, you will
be able to obtain far greater detail in your responses, which will add

considerably to the final results.

Because of the detailed nature of responses gained from qualitative

research techniques, the answers you receive may help to throw up new
information you had not previously considered while formulating your
hypothesis or research study. Such research can be used to provide an
excellent source of new ideas for marketing and creative teams,
particularly in the field of advertising.

Cons
What type of media producer would use it?
A radio music producer might do general public research such as surveys.
The purpose of this is to please as many people as possible where as an
artist is there to please a specific crowd. A radio djs job is to draw in
everyone

Who is BARB? http://www.barb.co.uk/resources/barbfacts/how-we-do-what-we-do?_s=4

BARB set up in 1981 to provide the industry standard television audience
measurement service for broadcasters and the advertising industry. BARB is
owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of
Practitioners in Advertising) and is a not for profit company limited by guarantee.
BARB commissions research companies to provide the services that our users
want, including the production of audience viewing figures. The audience
measurement contracts are held by the following companies - RSMB, Ipsos MORI
and Kantar Media (formerly known as TNS).

What do they do?

They provide the Broadcasters Audience Research Board (BARB) have been
delivering the official viewing figures for UK television audiences. We commission
research companies Ipsos MORI, Kantar Media and RSMB to collect data that
represent the viewing behaviour of the UKs 26 million TV households.
BARB viewing data offer clients, such as broadcasters and advertisers, a minute
by minute breakdown of viewing at regional and national levels. This information
is vital for assessing how programmes, channels or advertising campaigns have
performed and provides the basis for airtime advertising trading.

Who would use them?

Advertising companies would use BARB as a form of safe guarding, almost
like a checking procedure before they air their advert and possibly effect
the audience in the wrong way.

Who are ABC?

An accounting method that identifies the activities that a firm performs,
and then assigns indirect costs to products. An activity based costing
(ABC) system recognizes the relationship between costs, activities and
products, and through this relationship assigns indirect costs to products
less arbitrarily than traditional methods.

ABCs industry Stamp of Trust underpins the way advertising is traded across the
converging media landscape in the UK and beyond. When you see the ABC logo you
know that you are looking at claims you can trust.
We have two roles:

We bring the industry together to agree measurement and process Reporting

Standards that define what counts and determine best practice. Reporting Standards
are constantly evolving to keep pace with industry developments.

We offer independent audit and compliance services, delivering certification

which verifies that data and processes meet industry Reporting Standards.