Audience ResearchDefinitions

Georgia Matthews

Tuesday, 2 July 13

TYPES OF RESEARCH

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Quantitative Research

Quantitative research is research what is based on statistics, data and measurable facts. It can be shown in a numeric form and is commonly shown in percentage.

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Qualitative Research

Qualitative research is research based on detailed explanations,

beliefs and opinions. You gain more detailed views from qualitative research and is shown through

analysing the comment.

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METHODS OF RESEARCH

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Primary Research

Primary research is research what is conducted from yourself. It is more

reliable as it is from your own source. Sources such as

questionnaires, surveys, focus groups and more are used.

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Closed Questions

Closed questions are questions what give selected answers to

chose from. The answers would be shown in tick boxes and yes/no

answers.

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Open Questions

Open questions are questions what give you writing space to

express your beliefs. The questions tend to ask more personal things and ask why?

how? and explain?

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Secondary Research

Secondary research is existing research conducted from other sources. Not all research is believable as it is not your

own research. Sources such as the internet, newspapers, television and more

are used.

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PURPOSES OF RESEARCH

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Demographics

A way of describing a group of people according to factors such as age, gender ethnicity, occupation, social class and

sexual orientation.

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Geodemographics

Targeting your research/product/service to a specific geographical audience. Using local or regional audiences.

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Psychographics

Research that focuses targeting an audience on their personality, values, attitudes, interest and

lifestyles.

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Audience ProfilingAudience profiling is finding out the

profile of your audience before hand so that you can put across your message to

the right people in the most effective way to produce the best result. It may include details like age, sex, educational qualification, interests, moods, religious background, physique, health condition

and etc.

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Socio-economic status

This relates to somebody’s class, for example, upper, middle or working class, which is also related to how much they earn. As a general rule the more you earn, the higher up

the scale you are.

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Niche

Niche a gap in the market what focuses on a small specific

audience. A niche market is the subset of the market on which a

specific product is focusing.

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Mainstream

Mainstream is the common current thought of the majority. However, the

mainstream is far from cohesive; rather the concept is often

considered is often considered a cultural construct.

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