Market research is the process by which companies investigate the market and the competitors of which their product is placed in. The process by which this is gathered varies dependent on the market sector of the company and will range from data analysis such as questionaries, surveys, interviews, customer feedback to finding out information gathered on existing products with a similar target demographic. The purpose of this is to gather information on what customers want, and what doesn't work in order to make the new product as successful as possible in it's target market.
In completing my radio productions I have used various forms of market research.
Production research is the process in which companies gather information about the production side of creating a product. For example they will investigate into finance, regulators (OfCom), locations, resources, marketing, publication and competition. This side of research has little involvement on the customer/ audience and instead focuses on what is needed to produce a successful product realistically. Production research may be gathered by investigating competitor's production techniques or using primary research in to gather this information specifically for their company/ product.
| | What researched | Examples of this can be found in units: |
| Content | Research was carried out on radio advertisements to help me understand the typical codes and conventions of adverts which are placed on the radio. Research took place to help find out more about the voice over’s which are used in radio. Creating a client brief meant I had to find out the typical codes and conventions for this genre of advert. Task 5 required me to find out about the typical codes and conventions of radio. Genres of speech packages were researched to help find the codes and conventions which would be required in my speech package. I researched the typical conventions of radio here. | Unit 44- Task 1 Unit 44- Task 4 Unit 44- Task 7 Unit 39- Task 5 Unit 39- Task 6 Unit 41- Task 2 |
| Resources | People and resources required to be involved in the voxpops of my speech package Who is to be interviewed and what information if required Resources which will be required to make my radio drama Finance for the advert from the client and finance for the station itself Guidelines for the radio as to what can be included in my advert | Unit 39- Task 6 Unit 39- Task 9 Unit 41-Task 6 Unit 44- Task 7 Unit 8 |
| Audience | Competition figures, audience geography, remit of stations and market share of stations were researched in the understanding industries task. Researching the typical target audiences for speech packages helped me understand more clearly what mine should be Target audience for my speech package I researched the remit of the BBC stations to gain a clearer understanding The suitable target audience of my radio drama was researched here Typical codes and conventions for the target audiences of adverts We researched the most suitable target audience for the advert of my client for the radio advert made for them in order to be most useful for the client | Unit 8 Unit 39- Task 2 Unit 39- Task 3 Unit 39- Task 7 Unit 41- Task 2 Unit 44- Task 1 Unit 44- Task 9 |
| Placement | Placement was researched for shows on specific radio stations. Placement of local ads and the stations suitable for these was discussed. Regulatory bodies for these adverts was also researched Placement of shows for each station, placement in community radio and the role of regulatory bodies in radio was researched in this unit | Unit 39- Task 7 Unit 44- Task 2 Unit 8 |
Quantitative research is research to which the answers are closed and the overall results to these are in the format of figures and do not allow reasoning.
| | What researched | Examples of this can be found in units: |
| Quantitative | Voxpops gathered were asked in a quantitative way Commercial stations listening figures Geographical job roles and the figures of job roles in the radio industry Finance for adverts Ages of the target audience Primary quantitative research gathered to find out the station rating Market share of stations | Unit 39- Task 9 Unit 8 Unit 8 Unit 44-Task 7 Unit 44-Task 1 Unit 44- Task 3 Unit 8 |
| Qualitative | Voxpops gathered were asked in a qualitative way Analysing radio drama Secondary qualitative research of the remit of stations Primary qualitative research used Primary qualitative research used Secondary qualitative research used Feedback from the client of our radio advert Interviews with galaxy presenters on their career All evaluations include feedback from audience | Unit 39- Task 9 Unit 41- Task 2 Unit 8 Unit 44- Task 1 Unit 39- Task 6 Unit 39- Task 12 Unit 44- Task 12 Unit 8 |
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