Purpose of research
The main purpose of any research is to gain information of a particular topic of interest to what you're working on or producing. In this instance, I will be exploring the purposes of using research within the media industry and in particular for music video productions.
Firstly, when developing an idea for a music video we are inclined to want to know what people think or would think of it as it progresses and reaches its final stages and obviously the final product. This is where the first purpose comes in, which is to understand who your target market are which will then lead you into gaining further insight into what their opinions are of your product.
Getting a clear idea of who you're target audience will be comes from using research methods such as qualitative, quantitative , primary and secondary.
To begin, for qualitative research which includes things such as opinions, ideas, values, interests, preferences and views of an audience on what they would like to see from a specific product. This could be an effective research method for a music video as it will enable us as the researchers to understand the audience who may well end up either watching the music video or not, and get their personal take on the product, covering areas which wouldn't be easy to cover using quantitative research as another method. For example, with our music video as it is a Rap/Hip-hop genre we are going to need to conduct both primary and secondary research such as questionnaires and existing rap music videos with reviews on them. This will allow for us to gain a deeper and more precise idea of what exactly we need to ensure we do when it comes to making our own music video. Questionnaires and surveys are vital when gathering information on a primary basis as it allows for us to gain the information specifically for our target audience which wouldn't be easy when for example looking at forums or reviews on a website which may be unreliable.
Another primary research method is using focus groups or conducting interviews with participants whom are within our target audience. This is again a useful method in gathering qualitative research on your target audience as it is a first hand experience with someone who will (presumably) provide you with information in an honest way. Unlike a secondary source such as wikipedia which is publicly available for anyone to edit and change.
Finally, another method which may be useful for our music video productions could be the use of reviews. This can come under both primary and secondary research as we could research into existing rap music videos an see what their reviews which would be the secondary research and for primary making our own review for our target audience to voice their opinions on both before and after making the music video, which will give us information about their preferences and views on the music video.
The second method which is (in my opinion) as important as qualitative research, is using quantitative research which also covers the purpose of undertaking research in a media (music video) context. Quantitative research is focused on the quantity of an audience, and this includes how much of the audience watch a specific source for instance or how many people liked a music video and bought tickets to watch a gig. This is vital for researching into our target audience, we will research into secondary sources such as artists websites, forum websites, books, hit song websites, youtube, iTunes etc. These sources will be useful in determining whether our target audience enjoy a similar music video which then allows us to try and achieve a similar music video with similar or the same conventions. Another method of using primary research for quantitative research is using surveys with closed end questions, such as ratings. For instance, it could be that we ask a question like 'how much would rate the quality of the use of conventions in our music video?' this would then give the participants a chance to rate out of 10. Again, this is equally important as peoples opinions.
The next method we will use is hit song websites, which we will use to research into the viewing figures of leading hit songs within the rap/hip-hop genre.
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