Creative Media BTEC- "Unit 3- Research Techniques"

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Unit 3- Research Investigation

Unit 3- Research TechniquesBy Brandon Boyd

Introduction:Primary Research- This type of research is when you create surveys and questionnaires in order to gather information for a particular subject matter.Secondary Research- This type of research is when you look on the internet or in books in order to find information which has already been found out, and can be used to help with your product or service.Quantitative Research- This type of research focuses on gathering results from a sample of the population, measuring the independent views and opinions in a chosen sample. Quantity being the main factor.Qualitative Research- This type of research gains an understanding of generating ideas and uncovering new trends in thoughts and opinions. Quality being more in depth with the research you are gathering.Audience Research- This type of research is aimed at a particular audience or segment of the population to understand the attitudes, knowledge, interests, preferences and behaviours with any issues, or products.. The purpose of it is to get a better insight into the target audience and something that is worth putting money into.Market Research- This type of research gathers information about consumers needs and preferences, such as completing market research on a new type of organic toothpaste.Production Research- This type of research is needed when designing a new product. It helps the companies gather information about the characteristics of their products and how the product has been made.

What is a survey?A survey can be used and located online or on paper. They can often help to gather peoples personal opinions and views on a particular project or item. Surveys are very important when putting together information, and it can often help to getting better results for ideas of products and services. To create a survey, you can either do it electronically or use a pen and paper and get your results by a tally chart.

An example of a survey could include the title How many people watch television each day and for how long. This survey would benefit somebody who was finding out the amount of time people watch programmes for, and could therefore make a pie chart showing this information and decide what sorts of programmes to broadcast on a particular channel.


This is a survey which asks questions about what types of social media people use. As you can see, there are a mix of open and closed questions. The survey is about social media and can give the owner of the survey answers they need as part of their Primary research.

Survey- Pros & ConsPros- Some advantages of using surveys is that it is easy to collect data, and the service is free. Another advantage of surveys is that you can access them from anywhere as long as you have a Wifi connection. Surveys are easy to put together with simple questions and can involve answers of closed and open options. A closed question only needs a yes or a no answer, to gain feedback straightaway.

Cons- Surveys can sometimes lead to bias results, and often leave important facts out due to a short time frame preventing you from getting all of the information that you need.

What is a Focus Group?A focus group is a group of people who are gathered to give their feedback and personal opinions on a particular product or service. Focus groups generally have a minimum of 5 people so that you can ask several questions. Its normally a discussion which the leader sets up, and then just sits back and makes notes.

An example of a focus group could involve a group of teenagers talking about the latest product, and their thoughts about it, before Adidas decide to start selling it. You would expect them to all be sitting in the same room and having a full on conversation about the product, and giving their personal views and opinions, as well as asking questions to ensure that they know everything about the product.

Focus GroupA focus group is a discussion about a topic. This is a primary discussion as they are doing it themselves. They are discussing about programmes that people would like to have on television in the future.

The advantages of a focus group are that because there are lots of people, you get more detailed and useful answers. You can also obtain a lot of information from a variety of age groups. The disadvantages are that they may take a lot of time to set up.

Focus Group- Pros & ConsPros- Some advantages of using a focus group is that you get an understanding of peoples preferences, and how they feel about your product or service. You also know how to edit your design in order to appeal to your customers. Focus groups often give you results straightaway and often lead you to ways of editing your product or software for future use and evaluation.

Cons- A disadvantage of using focus groups is that it is quite time consuming to arrange and put together. Another disadvantage of focus groups is that the leader of the group could cause people to choose a particular view of the product by asking questions such as if people like the product, style or whether they would use it, as it would lead this to a discussion and therefore having more individual opinions.

What is Observation?An observation is the action or process of closely monitoring somebody or something. An observation is also a fundamental way of finding out about the world around us and pick up detailed information. It is based on looking or listening rather than the other senses. Observing could come in the form of a business or schooling. Teachers would observe in a lesson to make sure the teacher is teaching to a good ability, but also businessmen and woman could observe their staff when they work, to make sure that they are doing all the required tasks to the best of their ability.

An example of an observation could include a patient who has been taken into hospital for an observation. Full observations are often used to ensure that patients get into the hospital safely and securely.

ObservationThis is a TV program called Gogglebox on Channel 4. Families of different ages and nationalities watch programmes and talk about the programmes that they like and dislike, giving their views in real life. It isnt only entertainment, but the creators of the programmes can decide what needs to be changed and what the good and bad things are about their programmes.

Observation- Pros & ConsPros- Advantages of observing could include providing direction access to information. Observation can take many forms, such as informal and unstructured talks, to slightly organised and normal procedures. Observing can also identify both Qualitative and Quantitative types of data to have on a permanent record.

Cons- Some disadvantages of observing could include practicability, as this process would be quite time consuming and often need a desirable strategy to explore certain research questions. Another weakness of observations is the fact that the presence of an observer in some way influences the behaviour of those being observed.

What is testing?Testing ensures that you can take measures and see how reliable it is. Testing different groups of people makes it easy to determine who your product or service should be designed for. The process of testing is quite important in the media industry, because if you are creating a new Drama film, and you dont know who the audience should be for, you could easily set up the film in 3 of 4 different rooms with different groups of people, you can see by their emotions and physical actions whether they like the storyline or script of the film, or not.

An example of testing could be film screening is used to see emotional and physical responses from members of the public. The production team can then get a feel as to whether the film they are about to produce will be successful. This is also very important because you can make your edits and changes before releasing the film and being unsure as to why people do not like the overall style or look of the film.

TestingThis is a testing example that gives information of a new programme. Some of the titles include Test Title, Test Case ID and Mobile Name, which are some of the ways that the companies can test whether programmes on the public.

Testing- Pros & ConsPros- When testing, you get feedback straightaway whether it be verbal or handwritten. You are also told about the issues associated with your product or service and the problems are often highlighted. Another advantage of testing is that the service could be quite time consuming, but the process is easy to do, and you obviously get your feedback straightaway.

Cons- Disadvantages of testing, is that is does not represent the whole world, and only focuses on a few people who might their own unique opinions and emotions towards the product. As testing is Qualitative, it does not provide large samples of information compared to a survey. Testing could sometimes be very stressful to do as you would need to use the same or similar groups of people, and they might be unavailable at different times which would make it difficult to see their personal opinions.

What is an Experiment?An experiment is you are guided by several hypotheses stating the estimated relationships between two or more different variables. It focuses mainly on the relationships between known variables. This type of research often provides strong casual interpretations.

An example of an experiment is the following; A fitness instructor wants to test the effectiveness of a performance-enhancing herbal supplement on students in her exercise class. To create experimental groups that are similar at the beginning of the study, the students are assigned into two groups at random (they