Quantitative Research
What is quantitative research and how is it produced?Quantitative research is finding out information by asking closed specific questions which normally result in getting statics or number' as the result. The researcher analyses the data and statics, this is normally suited for finding out questions such as who, where, what etc. Finding out information like that can help a media industry find out if it’s more female or male who are buying there games.
Here's a good example of quantitative research:
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http://www.iabuk.net/blog/10-uk-video-game-audience-stats |
How is quantitative research useful to games publishers and developers?
This shows an video game stats, it shows that 51% of men and only 49% of women play video games and that seven out of ten 16-65 year old game players regularly use a gaming device at least 3 times a week.
Information like this is useful for game publishers and developers because it helps them understand who uses their game and how much they use it etc.This will help them have a better understanding on who their target is or who else they might want to start targeting.
For example the game design company might think that they also want women to become more interested in playing their games to bring their gaming stats up higher, they can do this by doing groups with the women and see what they would be interested in playing as well.
Qualitative research
What is it and how is it produced?
Qualitative research is measure more by the quality of something rather than the quantity and asking open questions such as 'why questions' which result in receiving more word data as information from the participants. Qualitative research is used by the researcher finding themes within the answers for example Rock star might ask questions such as "Why do you like Grand theft auto?" and get answers back like "Well I like the missions because..." After Rock star get a certain amount of similar answers then rock star will know that the missions are attracting some audience to buy the game and know that its important for them to be in grand theft auto to keep them interested.
Qualitative research is more about finding peoples opinions. This can be done by researchers doing 1 to 1 this is where the researcher basically ask's questions to one participant. An advantage of doing this is that they can see the participants body language/Facial expression's, however a disadvantage is that a 1 to 1 can be time consuming.
Also this can be done by phone interviews, this is where the researcher calls the participants up and ask them questions. An advantage of doing this is that it's quick and easier to get in contact however the participant could hang up on the phone or be too busy to answer.
Another way to do qualitative research is focus groups; Focus groups are usually preferred in groups of 10 or fewer individuals. The group will gather to discuss a game or an idea, once they are asked a variety of questions/statements the participants can then share their opinions, ideas or reactions.
During focus groups they might also get asked to watch the game and get studied to see how they react for example,
✵ Click here to view the video's Page ✵
This is a reaction of a mum while watching dead space 3 by EA sports. Dead space 3 is supposed to be 'scavenge the violent wilderness, build devastating weapons and take down the terror together.' The way the mum reacts while watching dead space 3 supports that the game is going to be violent and make the gamer's want to buy the game them self.
Audience profiling
what
is audience profiling?
Audience profiling is finding out your audiences profile beforehand. This can
include information like ages, sex, education, work experience, financial
background, Hobbies, Orientation, religious etc. Finding out details about your
audience will help the research realize who their target audience is, this will
help your message be put across in the most effective way and to the right
people. Benefits of doing audience profiling is that it helps the media company
know more about who their customers are and what they are interested in. Making
it easier for the media industry's to understand what genre their audience
would like.
https://www.intellitix.com/services/audienceprofiling/
There are two different categories that audience profiling fit into.
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http://office.microsoft.com
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Demographics - describes who the customers are e.g.
Age, gender, Occupation, Location, Income, education level, nationality. This
is more of a traditional and common way of doing audience profiling. The
results are then compared to this table
This table is the population broken down into 6
different groups based on their income etc.
❇ Class A - upper middle class
this is for professionals etc.
❈ Class B- middle class this is managers etc.
❇ Class C1- lower middle class this is for supervisors
❈Class C2- skilled
workers e.g. manual workers such as builders etc.
❇ Class D - working class for
unskilled manual workers
❈ Class E- This class is called
lowest grade workers for people who are unemployed, pensioners etc.
Class A is basically for people who have a lot of
money and Class E is for people who only have enough money to survive and
depend on the welfare state for their income.
This is helpful because if the audience profile states that their job is a fireman, police officer, cleaner etc. means that their audience is mainly working class (class C2) this means that they aren't exactly struggling financially but they aren't the richest either.
Psychographics- Why your customers act the way they
do. By looking at the audiences behaviour and personality traits the research
will be able to use phsycographics to
label what the type of person their audiences is and be able to view what their
habits and their audiences viewing.
This
picture shows how they put their audience into different groups with labels
that suggest their position into the society.
Source;
What are geodmorgraphics?
Geodmorgraphics is analysing
people by where they live. Doing this will help the researchers discover which groups their audiences fall into.
This is based on two of the different principals
People who live in the same neighbourhood are more likely to have similar
characteristics than are two people chosen at random.
Neighbourhoods can be
categorised in terms of the characteristics of the population which they
contain. Any two neighbourhoods can be placed in the same category, i.e., they
contain similar types of people, even though they are widely separated.
What are geodmorgraphics?
People who live in the same neighbourhood are more likely to have similar characteristics than are two people chosen at random.
Sources;
Geodmorgraphics image page- http://persuasion-ummer11.wikispaces.com/Plato's+Audience+SegmentationGeodmographics information- http://en.wikipedia.org/wiki/Geodemographic_segmentation
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