Audience

Audience

An individual or collective group of people who read or consume any media text, for example radio listeners or television viewers.

Media production is a difficult process and research is the starting point for any media institution. Market research is the collection and analysis of information about the market within which a particular product will compete with other products for an audience and for revenue. Segmenting the audience into different categories makes it easier for media producers to identify and target groups of people with the same needs and wants.

Those undertaking research within, or on behalf of, media organisations therefore look for categories they can use to divide up the potential audience. These segmentations are usually based upon: age, gender, culture and ethnicity, income and social class. Whatever purpose research is undertaken for, it is likely that many of the methods and techniques used will be the same. In this section you will be able to apply your knowledge and skills to a range of different situations. The four main methods of research that you need to understand are primary, secondary, quantitative and qualitative.  Primary research is original research that is carried out for a specific purpose. It involves the use of a range of different techniques to obtain new data. Conducting a survey in the street, interviewing people over the phone and running a focus group are all examples of techniques used to undertake primary research. Secondary research involves the use of data and information that has already been published or is already available within an organisation. Looking in books, journals and on the Internet for information that already exists are all examples of secondary research. Many media organisations will also use data and information that has already been gathered and analysed by another company to add to and support, sometimes even to replace, their own primary research.

Another important distinction is between research that produces quantitative and qualitative types of information and data. Quantitative research produces data and information that is measurable and quantifiable. The data can usually be represented numerically and is oft en presented in the form of tables, charts and diagrams. Both primary and secondary research techniques can produce quantitative data. This includes such things as ratings, circulation figures and market analysis, as well as the counting and measuring of items or space in a content analysis of a media product. Qualitative research produces information on people’s opinions, views and preferences about something. Again, both primary and secondary research techniques can produce qualitative data, and it is oft en very important within the media industry as it is used to fi and out what individuals and groups think and feel about a particular advertisement, fi lm or television programme, for example. Depending on the nature of the research and the types of questions asked, it is not always possible to analyse the resulting information statistically, particularly if the responses are personal and subjective.