tech 2 lesson 3

• Audience Research :

  ● Gaining an insight on audience preferences, however fluid and ever-changing these could be in the present period; and

  ● Calibrating audiences’ sizes and reach.

  ● Allied to market research and social research.

  ● Is the only way to get an estimate of audience sizes.
• Radio and Television

  ● The manner of dissemination – transmission via the airwaves – is like it is given free to audiences and there is no way of measuring how many are actually patronizing theprogram.

  ● Beyond television and radio, even print and the internet has ventured into audience research.
• radio and television

  ● Relied much on audience research because they are mass media platforms that cannot accurately count their audiences.
• Market Research

  ● Convenient to know about how markets thrive, consumer habits, and how consumers leverage their consumption preferences.

  ● It is mostly aligned with the increasing revenue or addressing issues that seem to constrain revenue growths.
• Social Research

  ● Learning about social groups without having to anchor research objectives to social groups or sectors of societies.
• Qualities of Research

  • Systematic
  • Logical
  • Empirical
  • replicable
• Systematic


  The whole research undertaking should be structured with steps that should be followed according to the design.
• Logical

  Research should be guided by the rules of logical reasoning and the logical process of induction and deduction.
• Empirical

  Research is underpinned by data that is systematically gathered and forms the basis of all analysis and conclusions that will be arrived at.
• Replicable

  Research findings are verifiable by replicating the study and achieving the same results.
• METHODS OF AUDIENCE RESEARCH

  1. Survey
  2. Observation
  3. Focused Group Discussion (FGD)
• Survey

  ● The most common method of audience research.
• Survey

  ● Conducted mostly through questionnaires administered to a select group of people where they are asked the same questions, and their answers consolidated and tabulated.
• survey

  ● Along with surveys, observations, focused group discussions, and audience meters are employed to gain the valuable data that the creators and producers need to shape media

  content and make programs thrive.
• Observation

  ● Can be both formal and informal.
• Observation

  ● Formal observation may entail more structure and design.
• Observation

  ● Informal observation is a good starting ground from where more to elaborate research methods can be applied.
• Observation

  ● The researcher observes the participants and collects quantitative data in a natural setting.
• Focused Group Discussion (FGD)

  ● conducted with a small group of six to ten people led through the structured discussion by a skilled facilitator.
• Focused Group Discussion

  ● The goal is to generate a maximum number of different ideas and opinions regarding a particular topic centered around a media and information text.
• Focused Group Discussion

  ● A set of carefully crafted questions are cascaded to the participants to trigger responses that will generate opinions, insights, and perspectives.
• Focused Group Discussion

  ● Thus, it is a good way of gaining an insight on how they receive or how they are able to generate their own meanings from a media or literary text.