Gulshan Golechha - Assignment 1 - Research Techniques in Game Industry. 1

Assignment 1 – Research Techniques for the Creative Media Industries

Date : 30-08-2012Gulshan S. Golechha

Introduction

– The term ‘ Research Techniques ‘ can be explained as a method to obtain information from various sources according to the needs.

– In creative media industry there are four group which are used

a) Audience.

b) Market.

c) Production.

d) Methods.

Audience :-

- Age of consumer.

- Genre and age rating of the product.

- Location, Where to sell the product.

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Market :-

- Look for any competition that their product may face.

- Top selling products already on the market

- Any merchandising, follow-on’s or expansions that could be developed.

Production :-

- Cost effectiveness.

- Production costs.

- Material used.

- Profit from product.

Methods :-

- Types of methods use to gathering the information.

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Type Of Research

Type of Research

Quantitative Research

Qualitative Research

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Quantitative research

Definition :-

Quantitative research is data that is based on facts and informationthat can be measured and counted which in turn produces numerical and statistical data.

Qualitative Research

Definition :-

Qualitative research is data that is obtained from people’s opinions,

their views and their preferences.

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Sources of Research

Primary Research :-

- Primary research is to obtain completely new results.

- To do this they use techniques such as interviews, questionnaires, surveys and focus groups to find out what the consumer groups think.

The methods they use are,

1. Face-to-Face Interviews: –

- This is where an interviewer will ask a member of the general public, either on the street or their doorstep, a series of questions related to the subject the interviewer is researching.

2. Telephone Interviews :–

- This is the same as the above, however it takes place over a telephone call.

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3. Online Surveys :–

- This is done by using the internet or using an email to send out a survey. This then means that a large number of people can answer the survey.

- This is becoming an increasingly popular way of conducting primary research as it is less costly than a face-to-face interview or a telephone interview.

4. Questionnaires: –

- A questionnaire can be sent to a random number of people to gather a broad range of results.

5. Focus Groups/Customer Panels: –

- This is a small group of people who meet with a facilitator, who is a member of the company that made the product.

- This facilitator then asks the group to examine/watch or try the product, and then asks in-depth questions.

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Secondary Research :-

- Secondary research is research and data that already exists.

- It is information that has been gathered by other people or organisations, and allows other organisations and businesses to use this information.

- Articles, books, journals, archives, photo libraries, and existing information located on the internet are all examples of secondary research and data.

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Purposes of Research

Research that is undertaken within the creative media industry has three main aspects: audience research, market research and production research.

• Audience Research – Is the collection and analysis about the target audience or a media product or a sector of the media industry.

• Market Research – Is the collection and analysis of information about the market that a particular media product will be a part of, and that will compete with other products for an audience and revenue.

• Production Research – Is the collection and analysis for the content and production of a chosen media product.

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