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Contents
Types of Research
2. Quantitative Research
3. Qualitative Research
Methods of Research
4. Secondary Research
5. Primary Research
6. Data Gathering Agencies
7. Self-Generated Research
Purpose of Research
8. Audience Research
9. Market Research
10. Production Research

Quantitative Research
Quantitative research is a method of research that involves
asking people for their personal opinions in a detailed way so
you can make true facts and data to help you. For example, if
you wanted to know how many customers support a change in
your products and how much they support it.
There are many ways quantitative research can be performed.
One example is Non-Probability Sampling. This means
samples are gathered in a process that does not give all the
individuals in the population equal chances of being selected.
An example of this technique being used is, a questionnaire is
handed out to randomly chosen people and ask how many
people download different types of music.
The pros of this type of research are, this type of research is
numerical, and therefore they cant be undoubtedly
misunderstood, like the views on a specific music video on
YouTube or Vevo. Another pro is, the data in this type of
research can be analysed in a fast and easy way, so you dont
have to do a lot of hard work to find the right information.
However there are some cons to quantitative research, they
are, the research needs a huge sample of population, because
if you had a small amount of people doing your questionnaire
for your research, it wont be enough. The larger the sample of
people, the more accurate the outputs will be. Another con is,
that the research requires a large amount of money. Since you
have a big amount of people, you have to spend more money
for printing your questionnaire.

Qualitative Research
Qualitative Research is a method of research that is used to
obtain an understanding of basic opinions and motivations. For
example, looking up peoples reviews and opinions on a
popular music video. It provides awareness into problems or
helps to develop ideas for possible quantitative research.
There are many ways for collecting qualitative research can be
performed. Here are some ways qualitative research can be
carried out: Individual interviews, focus groups, observations
and action research. Individual interviews is the most used
research method, because it only involves one person at a time
and the amount of people that are involved in the research
method are quite small.
The pros of this type of research are, this type of research is
explored in more detail than quantitative research. Another pro
of this type of research, is that qualitative research is less
expensive, because you dont need as much people like
quantitative research. Another pro of this type of research, is
that the researcher has a clear vision of what to expect, when
collecting results.
However there are some cons with qualitative research. One
con of this type of research is that the amount of data makes
interpretation and analysis time consuming. Another con, is that
qualitative research is occasionally not accepted within
scientific communities.

Secondary Research
Secondary research is information or material which is
found by looking at the findings of others. You would be
able to find this kind of research by, looking on the
internet, finding information on DVDs, videos or CDs
and reading inside books and newspapers.
The pros of using secondary research, is that it is easy
and fast to find. For example, if you wanted to find out
how many views a certain music video got online, you
can find a verified video sharing website like YouTube
and you can search for the music video you want, and
you will find how people have watched that video.
Another two pros of using secondary research is that it
can be obtained without any types of cost and it is
usually based on actual sale figures, for example album
and single sales.
However there are some cons of using secondary
research. Like for example, the data that you find on the
internet or in newspapers might not be updated
regularly, which might cause your findings to be seen as
false research. Another con of using secondary
research is that if you write your research out exactly as
you found it on internet, it could be seen as plagiarism.

Primary Research
Primary research is information and material which is
found by the researcher for the first time. You would be
able to found this type of research by using techniques
such as, interviews with people, focus group projects,
collecting the information from questionnaires and
surveys, inspections made when viewing a show or
performance and reports of meetings.
The pros of using primary research, is that it is very easy
to conduct and you can do what you want, for example,
if you wanted to find out many people preferred a certain
music artist, you can use a variety of method to find the
results, like: surveys, questionnaires, face to face
surveys, etc. Another pro of using primary research, is
that it quick and cheap for a small sample of people.
However there are some cons for using primary
research. Like for example, organizing primary research
can be seriously time-consuming for a large scale of
people. Another con of using primary research is that
you may not get very accurate results which jeopardise
your research. Another con of using primary research is
that it can cost lots of money if you are conducting the
research for a large amount of people.

Data Gathering Agencies RAJAR

RAJAR which stands for Radio Joint Audience Research
is an official body in charge of measuring radio
audiences in the UK. It is jointed together with the BBC
and the Radiocentre in support of the commercial sector.
RAJAR was set up in 1992 to align, design and operate
a single audience measurement system for the UK radio
industry, including the BBC and other commercial
stations in the UK. RAJAR collects information from
hundreds of BBC and Ofcom commercial radio stations,
The way they conduct the research is that they keep a
continuous diary survey measuring the listening
behaviour of over thousands of adults, that are aged 15
and over a year. The diary is filled in every 15 minutes
for one weeks listening.
The diary system is a very common method of
measuring radio listeners around the world. But there is
another method that they can use. Like, some countries
have started using electronic devices which are called
audiometers. RAJAR have tested multiple audiometers
over the years, but they have not developed any viable
for introduction in the UK.

Self-Generated Research

Self-Generated Research is research that is provided on

your own merits. Basically, this is research that you have
personally created and have some originality to it.
There are many ways this type of research can be
conducted. One way is, making your own video where
you are looking into the elements of filming techniques
and shot types. Another way is, creating your own photo
collection, where you look at elements of photography,
involving your own work. Another way, is making your
own music piece, for example: a music video.
The pros of using Self-Generated research are, that you
have your own privacy and independence to do your
own work. Another two pros are, that you can refer to
other sources and it doesnt cost lots of money to carry
out the research.
However there are some cons of using Self-Generated
research. Like, the stuff that you want to research, there
is no certainty if you are studying the right thing. Another
two cons of Self-Generated research are, the quality of
your research and work might not be really good and
conducting the research might be hard without anyone
mentoring you.

Audience Research

Audience research is a type of research that is carried

out on certain audiences to get information about their
interests or knowledge. Pieces of information may be
based on numerous grouping strategies, for example:
their favourite genre of music, how they download music
or how much they listen to music.
There are many methods of research you can do to
conduct audience research, like for example, interviews,
questionnaires, surveys or vox pops. It is important to
the music industry, because it gives an insight into what
audiences enjoy in music and it could help the makers to
bring in as much of their target audience as possible.
The pros of audience research are, it is quick and
efficient for collecting information to decide the data of a
range of different people. Another pro of audience
research is that, it is there is a wide range of methods
you can use to organise audience.
However, there are some cons to audience research,
like, if you sent out the research, like for example, email, people will probably think that the e-mail is junk
and dont want to engage in answering your method of
research. Another con of using audience research, is
that it could cost a lot of money to send out your
preferred method of research to your target audience.

Market Research

Market research is a type of research for discovering

what consumers and customers want or need from a
product, for example: a music video.
Market research is important for the music industry,
because it is crucial for assessing what the song will be
competing against (for e.g. song sales and chart hits)
and it can also help shape a new product or service by
identifying what is needed to ensure that the product is
focused towards demand.
The pros of using Market research are, it can identify
and target the best prospects of a music video. Another
pro would have to be, that it could increase market and
consumer purchase behaviour.
However, there some cons to using Market research.
Like, it can be expensive to collect the data. Another con
of using Market research, is that sampling errors can
lead to bad decisions on your results.

Production Research

Production Research is a type of research to know what

resources are needed in order to produce a project. Production
research helps to provide content and plan the post-production
process.
There are many things that you have to care of, before you
produce your music video. Like for example:

Cast for the Video

Equipment for the Filming
Locations
Staff
Facilities
Risk Assessments
Storyboards

The pros of Production Research are, it doesnt cost much for

the required facilities. Another pro of Production research is,
that the required things that you need for your production can
be easy to find and they can also be pretty efficient.
However, there are some cons of Production research. One
con is, that if your cast for the production behaves badly during
filming, you may have to find someone else to take that
persons place.

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