Audience Research

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Definition of Research

Research plays a critical role in decision making. It provides information that helps individuals at the agency and client better understand their product and target audience, the marketing environment, and the effectiveness of the product's advertising and media placement. Research helps inform advertisers' judgement so that they can identify their range of option and evaluate the strengths and weaknesses of each option.

Primary research

-It is first-hand research. It may include interviews which you conduct. It also includes surveys or questionnaires which you organise and analyse. Be careful how you use information collected in a survey, however, as it is only a small sample and should not be used alone to validate arguments.

-It collects original, typically proprietary, information to meet an advertiser's or marketer's informational needs. Primary research is used when secondary research is either nonexistent, unreliable, or too costly. The selection of primary versus secondary research is determined by the specific problem addressed by the research and the types of information required for decision making.

Secondary research

-Secondary research examines data gathered for a research need other than the current one that already exists in printed or electronic form. Sources of secondary research information include internal agency or client record, government agencies, trade association's information brokers, marketing and advertising research companies, specialized and general interest books, magazines, and academic journals.

-It forms the majority of your research. It involves looking at information and tests already gathered, produced or published.

Television Ratings

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...tion. Research methods are tools to aid communicators in understanding the communication process and predicting the effects of their efforts.

Reference Books

-Joe Nicholas, John Price, Advanced Studies in Media, Nelson

-Stewart & Kowaltzke, Media: new ways and meanings, Jacaranda

-Werner J.Severin & James W.Tankard, Jr, Second Edition Communication Theories, Longman

-Werner J.Severin & James W.Tankard, Jr, Third Edition Communication Theories, Longman

-Joel J. Davis, Advertising Research Theory and Practice, Prentice-Hall, Inc

Web sites:

http://hcr.oupjournals.org/

http://mccc-union.org/TheScholar/Primary-Research/PrimaryResearch.html

http://don.ractliff.net/qual/

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