target audience research objective iii

8/13/2019 Target Audience Research Objective III

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Target Audience

Research Objective IIIBy:Jordan Crichlow

Subject:Media

Class:12A/Me1Teacher:Mr Becker


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Qualitative Research

Qualitative research is made up of openquestions, and aims to gather a higheramount of long answers, which both

attempt to obtain the respondents first-hand knowledge of the question asked.

Qualitative Research Criteria:

Long answers

Open questions
http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=1CL8Ft-ZS1u99M&tbnid=bVP_XMc839SL5M:&ved=0CAgQjRw&url=http%3A%2F%2Fwww.lvqresearch.com%2Fpage2375%2Fqualitative-research.aspx&ei=s9ioUuzVD-KW0AX-x4GIDA&psig=AFQjCNEWVCEmQX7K0mrMPCo4ykzjYd64NQ&ust=1386883635302863


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Primary Research

I have undertaken primary research, which isfirst-hand research. I attempted to gather newinformation myself, using questionnaires.

Primary research is up to date, and is verysimplistic and more specific to my subjectmatter.

However, it can prove to be time consuming,therefore responses may not be up to fullstandard, and results can be biased.


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Secondary Research

I undertook secondary research, byresearching examples of questions askedin a qualitative questionnaire, and answers

given to the questions. I then used theseto form my own qualitative questions.

I used the internet for this research,

examining other peoples blogs, surveys,and websites.
http://www.google.co.uk/url?sa=i&source=images&cd=&cad=rja&docid=lmPSPQz3FqVfDM&tbnid=qO4G_AZqzXpkAM:&ved=0CAgQjRw&url=http%3A%2F%2Fc4lpt.co.uk%2Ftop100tools%2Finternet-explorer%2F&ei=TdmoUt6KBc-z0QWL4YCQAg&psig=AFQjCNEpVeafLkQcUglYLQWeOMkQxQ30lw&ust=1386883789136755


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Targets and Segmentation

I used objective-oriented segmentation inthis project, which compared with myaims and objectives.

I am targeting both users, who may havebeen exposed to the social realism genre,and also non-users, who may not have

been exposed to the social realism genre.


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How I structured my responses

When thinking about how I wanted toresearch my audience with qualitativemethods, I chose to gather my answers

for each question, and then analyse themthoroughly, and then break them downinto subcategories, so as to avoid bias orconfusion from what the respondents

mean when answering the question. This is also a form of primary research.


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Questions asked

What is your favourite place to watch films? Whyis this your favourite place to watch them?

What is your favourite film genre? Why do youenjoy 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 thedifference between them?

What is your understanding of the social realismgenre?


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Questions asked

Why do you think social realism films have a muchlower budget than mainstream films?

Why do you think Hollywood films are highlysuccessful on the market?

Where issues such as alcoholism, drug abuse,adultery, etc., are reflected in different areas of themedia, 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 toBrighton, Kes, half nelson) Have you seen any ofthese films? If so, how many?


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Questions asked

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

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.)

If you feel there are other ways in which social realism films couldhave been made more enjoyable, please list them below.

Do you think that British films and British actors are as well-known as American films and American actors, or not? What areyour reasons/opinions for this?


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Questions asked

What do you think classifies a British film as trulybeing British?

What do you think are contributing factors thatdifferentiate 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 doyou think the reasons are for this?

What issue concerns you personally the most, andwhat are your reasons/opinions for this view?

What do you think are the most effective ways ofadvertisement of a film, and why?


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Questions asked

What methods do you think a filmmaker will take intoaccount when trying to address a target audience?(For example, someone trying to address a childaudience 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/substanceabuse/depression/teenage pregnancy/adultery? Is therepresentation successful?

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


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Answering audience related

questions

By using these open questions in myquestionnaire, I can gather a widerunderstanding of my audience,

demonstrating their viewpoints andopinions on the media related questions Iam asking them. It allows them to express

and explore their own beliefs and attitudestowards certain aspects of media relatedtopics.


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Answering audience related

questions

Once gathering all my statistics together,and analysing them, I should be able tofind characteristics my audience have in

common, helping me decide on who Ishould be targeting my project at, andhow I can attract them to it.


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Research UndertakenAnd Evaluation of the

methods taken


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Structure of my paper-based

questions (examples)


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Structure of my paper-based

questions (examples)


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Analysis of the structure of my

paper-based questions

I have left a large amount of space underneathmy questions, to give the respondent a largeramount 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 intoTastes, Issues and Themes,

Mainstream/Social, and Advertisement, whichare all placed in a structured sense. There is a mix of shorter questions, and longer

questions.


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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 opinionson the question, and it gives them more freedom towrite.

If there are distractions, such as eye catching images,on the page, it may derive the respondent from givingtheir answers up to full standards.

However, if there is a lack of eye catching materialrespondents may not be motivated to answer questionsup to full standard, either.

My question subjects are structured, to avoid thespaciousness of the questions on a specific subject.

My questions are mixed into short and long questions, toavoid boredom, or exasperation that questions are moreor less all the same length.


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Respondents answers to paper-

based questions (examples)


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Respondents answers to paper-

based questions (examples)


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Analysis of respondents answers

to paper-based questions

My respondents expressed their own opinions onsome of the questions.

My respondents provided well explained answers

with good justifications on how and why theyselected this particular answer.

Their was a difference in the manner of howquestions were answered, from respondentswho have been exposed to the social realismgenre, and those who havent.


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Evaluation of respondents

answers to paper-based questions

As my respondents expressed their own opinionson some of the questions, is shows theirenthusiasm and interest to answer the questions

provided. The quality of feedback and answers given from

the respondents helps me find characteristics myaudience have in common, helping me decide on

who I should be targeting my project at, andhow I can attract them to it.


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Respondents answers put into

subcategories (examples)


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Analysis of respondents

answers put into subcategories

Respondents answers were laid out, andthen 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 saidthis particular thing.

There was difficulty in subcategorising theevidence into the preferred subcategories.


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Evaluation of respondents

answers put into subcategories

Hard to subcategorise different feelings ofemotion, 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 puttingthem into one category only.

I am able to gain a wide range of ideas asto what my target audience should be.

target audience research objective iii

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