Definition of research Research plays a vital role in the decision-making process. It provides information that helps agency and client people better understand their product and target audience, the marketing environment, and the effectiveness of product advertising and media placement. Research helps inform advertisers' judgment so they can identify their range of options and evaluate the strengths and weaknesses of each option. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essay Primary research: This is first-hand research. It may include interviews that you conduct. It also includes surveys or questionnaires that you organize and analyze. However, be careful how you use the information collected in a survey, as it is only a small sample and should not be used alone to validate arguments. Collects original, usually proprietary, information to meet the information needs of an advertiser or marketer. Primary research is used when secondary research is non-existent, unreliable, or too expensive. The selection of primary versus secondary research is determined by the specific problem addressed by the research and the type of information required for decision making. Secondary Research: Secondary research examines data collected for a research need other than the current one that already exists in print or electronic form. Secondary research information sources include internal agency or client records, government agencies, trade association information intermediaries, marketing and advertising research firms, specialty and general interest books, and academic magazines and journals. They make up the majority of research. This involves examining information and tests already collected, produced or published. TV Ratings Ratings are used to buy and sell viewers. Commercial television stations are in the business of selling audiences. Ratings express the popularity of programs and tell television executives how many people are watching certain programs at a certain time. This information can then be used to price the quantity and quality of the audience. How are ratings measured? An electronic counter is used to collect assessment information. Called a people counter, it fits behind the television every 60 seconds and is used with a handheld remote control. Viewers press the individual button to indicate they are present in a room. The information is stored in the people counter and is automatically sent to a central computer at 2:00 every 24 hours. People meters are installed in a variety of homes across Australia, sampling major cities, provincial towns and rural areas. The Nielsen Media Research Company conducts ratings surveys in Australia. The company is an American-owned multinational company. It provides valuation research across many major markets in the developed world. What does audience research involve? Audience research involves the use of three main tools, alone or in combination: *Questionnaires *Diaries *Electronic recording devices There are other possibilities, such as audience observation and recordings of group discussions (usually called "focus group"), but these are used less often and tend to focus on specific issues and products. Research for Practical Production For practical production you will need to carry out four types of research: *Basic research - which involves discovering and exploring/