RAJAR
stands for Radio Joint Audience Research Limited is a media research
organisation. The company start in1992 to measure the radio industry for single
audiences in the United Kingdom. RAJAR is jointly owned by the British
Broadcasting Corporation also commonly known as the BBC and the Radio Centre.
‘There are currently approximately 310 individual stations on the survey and
results are published every quarter.’
The
screen shot above is of the RAJAR website, this allows people such as public,
organisation etc to get information on the radio listening figures so help them
understand their market and produce a product which is guaranteed to sell in
this competitive market.
The website is very easy to use to search for
exactly what type of radio station information you need gather. The website
allows the consumer to narrow down the information so they don’t need to waste
time going through the website.
The
screen shot above shows exactly all the information the consumer can gain from
it, businesses and organisation will benefit from this in many different ways
to gather market research. It shows specifically each radio station in the
United Kingdom and their listening figures and also how long the audience
listen to that radio station for, this will be beneficially for a range of
different reasons.
BARB
also known as Broadcaster’s Audience Research Board is also a research
organisation similar to RAJAR that gathers measurements on televisions rating
in the United Kingdom. This organisation gathers viewing figures something
similar to box office on certain popular TV channels such as BBC, ITV etc. They
gather all the statistics and present in a graph to make it easier to read it
is also on their home page which makes it easier for the consumer to look for
the right information they need. This is a good research tool for media related
businesses and normally business to find out information about their target
market. The website has graphs on a weekly basis, monthly and quarterly to make
it easier to find as specific information which is up to date.
Ofcom
is a government based organisation which started in 2003, established by the
Office of Communications Act 2002 and received its full authority from the
Communications Act 2003. It is approved
by the government regulatory and competition authority for the broadcasting,
telecommunications and postal industries of the United Kingdom. The organisation
helps the public stay away from harmful and offensive material. It makes sure
that the public get the best from their communications services and are
protected from scams and sharp practices, while ensuring that competition can
thrive.
BBC:
The British broadcasting corporation
This is a website that gives information on Britain
itself it also includes world news but focuses more towards UK and Europe. Some
of the information that can be found is things like:
Ø weather in certain cities in Britain,
Ø The different news headlines that are happening
in the UK.
Ø Sports
Ø Technology
Ø Education
Ø Magazine
Ø Health
Ø Business
The screen shot above shows the homepage of
the website which includes of the latest news, time, weather and it also allows
the viewer to view the actually BBC news channel and by using iPlayer to catch
up on the kids program. The website has pictures and also videos to show the
news to make it easier to understand. The website is always up to date which
makes it more reliable to gain more viewers. The website is clearly and easily
laid out to make it easier to find exactly what the viewer are looking for.
Compared to the websites mentioned above this provides information about the
economy factor etc. You need to look for the research unlike BARB and RAJAR all
the information is there.
Primary Research
Primary research is when a company or
organisation carries out their own different methods to gather information on a
certain product. The different methods they use are observations,
questionnaires, experimentation, survey (Emails, telephone etc.), and focus
groups.
The benefit of using observation is that the
company gets 100% response feedback. Observation is when an employee will
watch what’s happening and take in different areas the business operates in.
They can be looking at what product customer buy, when the business is busy the
most etc. This allows the business to understand what products are needed and
how they can be designed.
Questionnaire is another way of collecting data
which allows the business to get the information they need, they will need to
think through the questions carefully to make sure they don't have too many
which can put the public off. They will be including opened and closed
questions to make it more constrictive. Using this information the business can
make different forms of data to understand exactly what they need to do. This
for me as graphs, tables, data base. It allows the business to understand their
research easier and make it more efficient.
This
is a questionnaire which is based on general films, trying to find out
information about what type of films people like to watch today. With this
information the business can produce a film which matches the results from the
questionnaire after they have been properly analysed.
Advantages
All
the questions that have been asked are well related in finding out about the
type of movie the public would watch today. They have a reasonable amount of
questions, which means the person filling in the questionnaire won’t get bored
and give random answers. Also this questionnaire has got the questions laid out
in a logical order, it hasn’t placed random question about genre and DVD all
over the place it has its own section.
Disadvantages
This
questionnaire only consist of closed questions which means that the business
wouldn’t get much information on exactly what they would like to see in the
movie, for example if most people said they like an Action movie the business
doesn’t exactly find out what type of action movie they like, shooting, boxing
etc. So it’s better for the business to narrow down the questions to get more
accurate answer which will help them produce a movie which is guaranteed to be
successful. The business hasn’t wrote on the questionnaire on how they should
fill in the questionnaire in terms of tick box, circle, underline etc. The
business must include this so that it makes it easier for them and the person
filling in the questionnaire to clearly see the answer they have gave. There is
one question which is “What film have you seen this year?” this question is
very broad which means that the person writing the answer they might give too
many or very less, it’s better for the business it be specific so that the
person writes the name of the films they remember which also shows they were a good
movie.
Advantages
This
is a questionnaire which is based on general films, trying to find out
information about what type of films people like to watch today. With this
information the business can produce a film which matches the results from the
questionnaire after they have been properly analysed. All the questions that
have been asked are well related in finding out about the type of movie the
public would watch today. They have a reasonable amount of questions, which
means the person filling in the questionnaire won’t get bored and give random
answers. Also this questionnaire has got the questions laid out in a logical
order, it hasn’t placed random question about genre and DVD all over the place
it has its own section. This includes opened and closed questions which means
that the business will be able to get a wider range of ideas and will narrow
down their thoughts so they make a product which meets what they have analysed.
It also clearly shows how they should answer the question.
So compared to the questionnaire shown above this questionnaire will get more
information and will be able to produce a movie which will be more successful than
the other one from the questionnaire above.
Experimentation is when the company will allow
the business to give samples of their product to a small group of their target
audience, and to be able to get constructive feedback on what they think about
the product. This way the business can make any improvement that might be
necessary. This also benefits the business because will be able to understand
the best methods to get to their target audience.
Observation
this is when an employee will watch what’s
happening and take in different areas the business operates in. This can be
looking at what product customer buy, when the business is busy the most etc.
It gives the business back 100% response rate because the employee can directly
look at what’s happening and what information it needs. Businesses marketing
observer will look at what the business mostly sell in terms of the Music CD,
what time are the most products sold, etc. This allows the business to
know what they can do new to attract more customers. The benefit of this is
that the observer is an employee that works in the business and knows all about
that area. In a media production the observer will be looking out how
the business will be looking out other ways the production can be done better.
For example the employee can stay outside the cinema and see what movie is
mostly being watched. With this information the business can then understand
their audience and make a production they will like. The disadvantage of this
is that it is time consuming and the employee might not get many results.
Secondary research
this is the research that the business will get fro0m
pervious data they’ve carried out, or any data that has been carried out by
someone else outside the business. Internal is data from inside the business
and external is the data carried out, outside the business. Media production
will use both off these methods to get has much information as possible.
Internal source
Data record-this is the data the business has
kept from before such as sales they made on certain products, costs the
business has and how they might be able to reduce that, the business will have
information on employees if they need a replacement or someone else to do a
specific job. All this information allows the business to be able to see what
makes one production then other, when the business sells the most product and
how the business a keep attracting customers. This type of research is
qualitative and quantities this is because the business might have got
information from primary research before which they collect informs of graph
data and written information with more detail. However the data that has been
collected will be from a set period of time. This cans the first 6month or the
last the business will look at that.
Media organisation will also use questionnaires
that have previously been done when other business create movies. This way the
business can make sure that they are making the right film for their target
audience, they can also look at how other film from the same genre did in terms
of success and the amount of money they made.
Qualitative
research- this is about people views and opinion, it is hard to analysis. It
allows the business to get more ideas and not to allow the questions to narrow
down. This way the business can these ideas to make new products.
Normally the business will use questions like (Why do you think that?) This way
the business can actually see why their customer has chosen that particular
thing.
Quantitative research- this is all about numbers and charts, for example how
many people watch that TV program? This type of research is easily put into
different forms of data and makes it easier to understand and look at the
difference and compare it. Using this type of research has a benefit of be able
to use this information another time and will be more valuable.
