Started from 1976, they were looking at whether watching television influences the audience’s idea and perception of everyday life. It leads to the mead world syndrome. It states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid.
Dark background, blurred out, shadows, flashing lights, costume - black costume (dangerous, mean harsh character)
A - Analysis
U - Understanding
D - Demographics
I - Interest
E - Environment
N - Needs
C - Customised
E - Expectations
TIPS in 60 seconds
Talent of the show
Empathy - out yourself into the audiences shoes
Think about the atmosphere
Identify target audience
Think about programme ideas
Programme titles - help the audience to relate to the show
Quantitative vs. qualitative
Ask specific closed questions
Collects data from participants
Analysed numbers using statistics
Conducts the inquiry in unbiased, objective manner
Description of trends / explains variable relationships
Ask broad, open questions
Collecting data consisting largely of words (text) or image (picture)
Descriptions and analysis of words for themes
Conducts inquiry in subjective, biased manner
Detailed understanding of a central phenomenon
Secondary research vs. primary research
In depth - exploration
One-to-one talks with active industry players & observers
Focus on prospect companies
Easier to conduct
Obtained from public sources
Focus on markets
Preparation from Primary research
Secondary research involves using information that others have gathered through primary research. Can be broken down in Internal secondary data and External secondary data. The purpose is that it is easy to access, low-cost and quick knowledge. The advantages is that the information already exists and is really available. It helps to guide the focus of any subsequent primary research being conduct. Secondary research may be the only available sources specific pieces of informations. Limitations - the information specificity or does not exactly address question of concern. Some external secondary data may be of suspect quality or outdated. Internal secondary data such as sales reports and costumer databases may only describe existing customers.
Convergence vs. synergy
The digital revolution came along with computer technology. Media production is now faster and cheaper. Print, visual. The machine is now using us. (The machine is us/ing us)
Mean world syndrome - the belief that the world is a far worse and dangerous place that it actually is.
Quantitative research - measures exact amounts and generates numerical data.
Qualitative research - gather opinions and generate much less precise (numerical) data.
Secondary research - indirect, it involves using information that others have gathered through primary research.
Primary research - direct,