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Target Audience Research Objective III

By: Jordan Crichlow Subject: Media Class: 12A/Me1 Teacher: Mr Becker

Qualitative Research

Qualitative research is made up of open questions, and aims to gather a higher amount of long answers, which both attempt to obtain the respondents firsthand knowledge of the question asked. Qualitative Research Criteria:

Long answers Open questions

Primary Research

I have undertaken primary research, which is first-hand research. I attempted to gather new information myself, using questionnaires. Primary research is up to date, and is very simplistic and more specific to my subject matter. However, it can prove to be time consuming, therefore responses may not be up to full standard, and results can be biased.

Secondary Research

I undertook secondary research, by researching examples of questions asked in a qualitative questionnaire, and answers given to the questions. I then used these to form my own qualitative questions. I used the internet for this research, examining other peoples blogs, surveys, and websites.

Targets and Segmentation

I used objective-oriented segmentation in this project, which compared with my aims and objectives. I am targeting both users, who may have been exposed to the social realism genre, and also non-users, who may not have been exposed to the social realism genre.

How I structured my responses

When thinking about how I wanted to research my audience with qualitative methods, I chose to gather my answers for each question, and then analyse them thoroughly, and then break them down into subcategories, so as to avoid bias or confusion from what the respondents mean when answering the question. This is also a form of primary research.

Questions asked

What is your favourite place to watch films? Why is this your favourite place to watch them? What is your favourite film genre? Why do you enjoy watching this film genre the most? What is your understanding of issues and themes? Do you understand the differences between them? What is your understanding of a mainstream film, and a social realism film, and what is the difference between them? What is your understanding of the social realism genre?

Questions asked

Why do you think social realism films have a much lower budget than mainstream films? Why do you think Hollywood films are highly successful on the market? Where issues such as alcoholism, drug abuse, adultery, etc., are reflected in different areas of the media, how do you feel they are dealt with? (Positively, because Negatively, because) Here are some examples of social realism films (Scum, This is England, Made in Britain, London to Brighton, Kes, half nelson) Have you seen any of these films? If so, how many?

Questions asked

What do you think would make a social realism film more enjoyable to watch? Here is a list of ways in which films could have been made more enjoyable please select the ideas you agree with.

If you feel there are other ways in which social realism films could have been made more enjoyable, please list them below. Do you think that British films and British actors are as wellknown as American films and American actors, or not? What are your reasons/opinions for this?

A higher involvement of social issues (more drug abuse, etc.) Less involvement of social issues (more alcoholism, etc.) A more interesting storyline The film-time being longer The involvement of bigger, well-known actors A different type of genre being used (e.g. more comedic, etc.)

Questions asked

What do you think classifies a British film as truly being British? What do you think are contributing factors that differentiate between social realism films and mainstream films? Do you feel as though some issues are more widely represented in the media than others are, and what do you think the reasons are for this? What issue concerns you personally the most, and what are your reasons/opinions for this view? What do you think are the most effective ways of advertisement of a film, and why?

Questions asked

What methods do you think a filmmaker will take into account when trying to address a target audience? (For example, someone trying to address a child audience may use a range of big exciting colours) Give your opinion on what methods a filmmaker would use. Do you know of any films that represent and explore the issue of child neglect/alcoholism/substance abuse/depression/teenage pregnancy/adultery? Is the representation successful?

Yes, because... No, because...

Answering audience related questions

By using these open questions in my questionnaire, I can gather a wider understanding of my audience, demonstrating their viewpoints and opinions on the media related questions I am asking them. It allows them to express and explore their own beliefs and attitudes towards certain aspects of media related topics.

Answering audience related questions

Once gathering all my statistics together, and analysing them, I should be able to find characteristics my audience have in common, helping me decide on who I should be targeting my project at, and how I can attract them to it.

Research Undertaken
And Evaluation of the methods taken

Structure of my paper-based questions (examples)

Structure of my paper-based questions (examples)

Analysis of the structure of my paper-based questions

I have left a large amount of space underneath my questions, to give the respondent a larger amount of space to write their answers. I have not included any eye catching items, such as pictures, for fear of distraction. My question subjects are structured. For example, my questions are categorised into Tastes, Issues and Themes, Mainstream/Social, and Advertisement, which are all placed in a structured sense. There is a mix of shorter questions, and longer questions.

Evaluation of the structure of my paper-based methods

If there is more space for the respondent to write, it may motivate them to express their ideas and opinions on the question, and it gives them more freedom to write. If there are distractions, such as eye catching images, on the page, it may derive the respondent from giving their answers up to full standards. However, if there is a lack of eye catching material respondents may not be motivated to answer questions up to full standard, either. My question subjects are structured, to avoid the spaciousness of the questions on a specific subject. My questions are mixed into short and long questions, to avoid boredom, or exasperation that questions are more or less all the same length.

Respondents answers to paperbased questions (examples)

Respondents answers to paperbased questions (examples)

Analysis of respondents answers to paper-based questions

My respondents expressed their own opinions on some of the questions. My respondents provided well explained answers with good justifications on how and why they selected this particular answer. Their was a difference in the manner of how questions were answered, from respondents who have been exposed to the social realism genre, and those who havent.

Evaluation of respondents answers to paper-based questions

As my respondents expressed their own opinions on some of the questions, is shows their enthusiasm and interest to answer the questions provided. The quality of feedback and answers given from the respondents helps me find characteristics my audience have in common, helping me decide on who I should be targeting my project at, and how I can attract them to it.

Respondents answers put into subcategories (examples)

Analysis of respondents answers put into subcategories

Respondents answers were laid out, and then divided into different subcategories, from what I thought was most prominent. There was a good range of responses, justified with evidence as to why they said this particular thing. There was difficulty in subcategorising the evidence into the preferred subcategories.

Evaluation of respondents answers put into subcategories

Hard to subcategorise different feelings of emotion, as it could mean different things. May be bias involved in decision making, because of a desire to gain certain results. Answers may say more than one thing, so hard to subcategorise if you are putting them into one category only. I am able to gain a wide range of ideas as to what my target audience should be.