research methods in media

Summary

This video script is a comprehensive guide to research methods in media, covering primary and secondary research, and the importance of combining both for professional results. It delves into qualitative and quantitative data, offering practical advice on creating effective questionnaires and the concept of triangulation. The speaker also stresses the value of using diverse data sources and warns against relying solely on the internet, especially cautioning against unverified sources like Wikipedia. The script concludes with a reminder to credit all used work and aims to help viewers excel in their media projects.

Takeaways

• 🔍 **Research Types**: Understand the difference between primary (self-conducted) and secondary (existing) research.
• 📊 **Primary Research**: Conduct your own research like desk research, focus groups, questionnaires, and interviews to gather firsthand data.
• 📚 **Secondary Research**: Utilize existing research and give credit to the original authors, enhancing the credibility of your work.
• 🧠 **Data Types**: Distinguish between qualitative (opinions, feelings) and quantitative (facts, numbers) data.
• 📝 **Questionnaire Design**: Create professional-looking questionnaires with a mix of filter, closed, and multiple-choice questions, ensuring they are concise and targeted.
• 📊 **Quantitative Data**: Use quantitative data for initial audience surveys as it's easier to present in charts and diagrams.
• 🤔 **Qualitative Insights**: Qualitative data is better for understanding needs and feedback, useful after initial audience research.
• 📈 **Triangulation**: Enhance research validity by using three different data types, such as questionnaires, focus groups, and rough cuts.
• 🌐 **Internet Research**: Be cautious with internet research, use specific search terms, and verify information from unreliable sources like Wikipedia or fan sites.
• 🎬 **Rom-Com Analysis**: Analyze real-life rom-com movies to understand genre characteristics, such as color palettes and plot elements.
• 📖 **Bibliography**: Always acknowledge sources used in your research with a comprehensive bibliography.

Q & A

What are the two types of research mentioned in the script?

The two types of research mentioned are primary research, which is research you do yourself, and secondary research, which is finding and using research that already exists.

What is an example of primary research?

Examples of primary research include desk research, focus groups, questionnaires, interviews, and direct conversations with people.

Why is it important to give credit when using secondary research?

It is important to give credit for secondary research to acknowledge the original researchers' work and to maintain academic integrity.

How can you conduct secondary research?

Secondary research can be conducted by surfing the web for information on existing products, researching audiences, productions, and markets from previous researchers, or looking into subject matter for your product.

What is the difference between qualitative and quantitative data?

Qualitative data is based on opinions, feelings, thoughts, and ideas, often in the form of interviews or open-ended questions. Quantitative data consists of facts, figures, numbers, and statistics, typically gathered through closed questions like surveys or questionnaires.

Why is qualitative data useful for initial audience research?

Qualitative data is useful for initial audience research because it provides deeper insights into people's opinions and feelings, which can help shape and refine your project.

How should a questionnaire be designed for effective research?

A questionnaire should be well-presented, professional-looking, start with a filter question, be kept short, use closed questions for quantitative data, be sent to the target audience, and have a diverse sample mix.

What is triangulation in the context of research?

Triangulation is the use of three different types of data or research methods for audience research to ensure a more comprehensive and reliable outcome.

How can you improve the reliability of your internet research?

To improve the reliability of internet research, use specific search terms, be cautious of unreliable sites like Wikipedia and fan sites, and always check the sources for information.

What are some examples of rom-com movies mentioned in the script?

Some examples of rom-com movies mentioned are 'The Proposal', 'The Kissing Booth', 'Crazy Rich Asians', and 'To All the Boys I've Loved Before'.

Why is it crucial to give credit and write a bibliography when using other people's work?

Giving credit and writing a bibliography is crucial to avoid plagiarism, show respect for the original creators, and maintain academic honesty.