Primary & Secondary
Both methods gain AUDIENCE FEEDBACK
to
a) improve the product based on feedback
b) Find out their interests to target them better
Understanding the product that is being made
to
a) layout conventions
b) genre
c) competitors
Primary Research
conducted/organised/prepared by the marketing team/you,
1. FOCUS GROUP
Organise people from your target audience to give you feedback,
effective
a) the questions are being answered by your target audience this means probing questions can be used to gain the most valuable information
b) qualitative feedback gained, detailed answers to improve product.
c) improve the product, using the data to support it from the focus group
d) you can do this method in pre production, production and post production this demonstrating the versatile nature.
e) data from the research are all collected on the same day, this meaning instant data or the market research
ineffective
a) biased information can be gathered by accident, because people are agreeing with the majority, maybe know the researchers or the researchers don't want to come across rude
b) it could be hard to gather your target audience members at the same place at the same time.
c) ethics, making sure that the location is accessible e.g wheelchair access
d) you need other documents to support the research method, documents that could be used to back up a focus group could be a questionnaire, visualisation diagram (if its a visual product).
e) it takes a long time for the data to be analysed due to it being recorded normally by audio recording, it could also be time consuming due to the duration of the focus group.
2. SURVEY
effective
a) quantitative data collected in the research and this being less time consuming than qualitative
b) cost effective, due to them either being done on computer or paper, both being cost effective
c) large sample of replies collected due to not only the target audience is being targeted unlike the focus group.
d) instant feedback, quick, simple and easy
ineffective
a) not very detailed and lacks qualitative data, this lacks quality answers e.g 'I don't like this colour because it doesn't appeal to the target audience very well' vs 'no'
b) if created online it could take a long time for the surveyors to get back to you, may not include feedback from the TA
c) other documents needed to back up the research method e.g visual representations, diagrams
3. QUESTIONNAIRE
effective
a) can get both quantitative and qualitative answers from the responders
b) more likely to give a questionnaire out to the target audience
ineffective
a) if created online it could take a long time for the surveyors to get back to you, may not include feedback from the TA
b) other documents needed to back up the research method e.g visual representations, diagrams
c) it takes a longer time to analyse due to both the qualitative and quantitative data included
4. MEETING
effective
a) direct feedback
b) speaking to your client, you can update them on progress, results from market research and show visual updates
c) they will give only honest and valid feedback this being invaluable as you can make clear improvements as soon as possible
d) can happen multiple times and can be skipped if different locations involved
e) normally minutes are taken and this means a record of what happens in the meeting
ineffective
a) schedules can mean that Skype is needed which isn't as effective as face to face
b) compromising laugh date
c) negative feedback
d) other documents needed
Secondary Research
looking at existing sources/information/products
1. WEB SOURCES
internet search e.g google search/ BBC bitsize/ Horrible Histories.
2. JOURNALS
written by an academic source this means the information will be valid e.g written by. a historian professor
3. BOOKS / MAGAZINE
used similarly like a website e.g if in production stage maybe you'd read an art non fiction book.
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