my group decided to use the aid of a questionnaire to reach our target audience, as we felt it would be a quick , effective method of gaining vital information we need to understand what our demographic would want from a music video. Questionnaires are also easy to analyse and evaluate.
whhat gender are you?
Male Female
2. How old are you?
16-19 20-25 26-30 31-35 36+
3. What is your ethnic background?
White Asian African Caribbean Mixed Race Other
4. Which is your favourite genre?
Rock Hip-Hop Rap Pop Acoustic Indie
Drum’n’Bass/Dubstep
5. What is your favourite type of music video?
Performance Narrative Concept
6. If you chose narrative, what kind of narrative theme do you prefer?
Romantic Comedic Action Heartwarming Sad
7. If you chose narrative, what kind of narrative style do you prefer?
Linear Non-linear
8. How important is it for you to be able to relate to the characters in a music video?
Unimportant Not very Fairly Important Extremely Important
9. In a performance-driven video, what kind of performance do you prefer?
Stadium Festival Concert Intimate venue
10. How do you prefer lyrics to be used in the music video?
To be matched word for word To be used as a starting point
To be matched word for word To be used as a starting point
To be integrated, but with symbolism
Primary Research Proposal
For our primary research, we are aware that both qualitative and quantitative data must be collected and studied in order to fully understand the wants, needs, and background of our target demographic. Quantitative data would be suitable in finding patterns and trends whilst qualitative data would let us get more in touch with our audience on a personal level. Thus, we selected questionnaires as our quantitative method and a focus group as our qualitative method.
Questionnaires have many advantages. They can get as specific with closed questions as is necessary, and this can prove crucial to getting a thorough understanding of what it is the audience want. We can also identify patterns and trends in the data, with software such as Excel offering us easy-to-use methods of constructing pie charts and other graphs with which to compare majorities and minorities in answer selection. Distribution of questionnaires is also relatively simple as they can be printed off en masse in one go and handed out by us. The main disadvantage with questionnaires is the fact that each question must be carefully worded so as to avoid biasing the respondant's answers or even confusing them. Also, the process of getting the questionnaires back and analysing the data may be slightly tedious which could lead to errors made by the person handling the data.
A focus group is a perfect method of gaining qualitative data as it gives the participants a chance to really open up on each question and give us an in-depth view on what the audience looks for in a relaxed, informal way. Furthermore, focus groups allow participants to interact with each other and bounce off each other's answers. Whilst this may lead to interesting answers that a questionnaire wouldn't leave space for, it also increases the risk of the participants getting off topic and wasting time. However, when it comes to understanding who the target audience are and what they want then we believe there really is no other qualitative data collection method superior to the focus group,
Primary Research Proposal
For our primary research, we are aware that both qualitative and quantitative data must be collected and studied in order to fully understand the wants, needs, and background of our target demographic. Quantitative data would be suitable in finding patterns and trends whilst qualitative data would let us get more in touch with our audience on a personal level. Thus, we selected questionnaires as our quantitative method and a focus group as our qualitative method.
Questionnaires have many advantages. They can get as specific with closed questions as is necessary, and this can prove crucial to getting a thorough understanding of what it is the audience want. We can also identify patterns and trends in the data, with software such as Excel offering us easy-to-use methods of constructing pie charts and other graphs with which to compare majorities and minorities in answer selection. Distribution of questionnaires is also relatively simple as they can be printed off en masse in one go and handed out by us. The main disadvantage with questionnaires is the fact that each question must be carefully worded so as to avoid biasing the respondant's answers or even confusing them. Also, the process of getting the questionnaires back and analysing the data may be slightly tedious which could lead to errors made by the person handling the data.
A focus group is a perfect method of gaining qualitative data as it gives the participants a chance to really open up on each question and give us an in-depth view on what the audience looks for in a relaxed, informal way. Furthermore, focus groups allow participants to interact with each other and bounce off each other's answers. Whilst this may lead to interesting answers that a questionnaire wouldn't leave space for, it also increases the risk of the participants getting off topic and wasting time. However, when it comes to understanding who the target audience are and what they want then we believe there really is no other qualitative data collection method superior to the focus group,
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