3

RESEARCH TECHNIQUES
Critical Approaches

Lesson Notebook
Owain Milford
2/4/2015

Research

Customer Research

Four Ps
Key Questions
Survey Guidelines
Question Types

Overview

IN THIS SECTION:

The Four Ps
Product: The improved product is based on what the customers want, need or expect from the
company.
Price: The price setting is based on profit margins, competitor prices, financing and how much the
customers are willing to pay for the item.
Placement: Where you set up posters and promotions will affect how many people know about your
product as well as how well you distribute it. Compare the characteristics of the possible distribution
points and their values. Also look at retail, wholesale and online placement opportunities as this
allows your product to have a wider reach than just in store distribution.
Promotion: To reach maximum promotional opportunities you will have to figure out which group of
individuals you will target and base a promotional trailer or advertisement based on their
stereotype. Look into social networking media and branding for more promotional opportunities.

Key Questions
Key questions allow you to distinguish what information you will need to answer the specific set
question that refers to the main unsolved topic at hand. 3 key questions will usually cover the whole
specification.

Survey Guidelines
When doing a survey you need to keep it relatively short and simple maybe around 10-25 questions.
It also needs to be visually appealing and easy to read and it does need to be pretested before
handing it out to the general public. The responses need to be logical and the questions cannot lead
the public into an answer that they would not usually give. Questions can range from specific to
general. You will also need to consider how you will distribute the questionnaire whether its
through emails, people handing it out on the streets or over social media.

Question Types
Dichotomous which is where it is either a yes or no answer. Rating scale is where you usually rate
your response on a scale from 1-10. Likert Type Scale is where the scale is analytical not numerical.
Multiple choice is where you can pick more than one option. Ranking order is where 1= best and 5=
worst. Open ended is where you answer the question with a personal statement.

Marketing

Audiences
IN THIS SECTION:

Selected Content

Selected content is where the producers go in

between reality and the products reality to create
some form of realism while it is majorly structured and
scripted. Also means the producers pick what we see.
Whereas constructed content is the way the selected
elements are put together. Captions, narratives and
layouts are also constructed content. The term
anchorage is a term that defines a single meaning.

Overview

Constructed Content

Media

Codes and Conventions

IN THIS SECTION:

Codes
Visual Codes
Technical Codes

Conventions
Codes are signs within a media text that gives us clues to its meaning. Texts are constructed through
the use of codes. Conventions are a way of doing something. (Content, Style, Form).

Visual Codes
Clothing

Expresses the role of the character

Expression

Message of text

Gesture

Non-verbal communicator

Use of colour

Mood and feelings

Overview

Audio Codes

Technique

Way text is put together

Iconography

When images are associated with other objects such as Big Ben
reminds of London and not of clocks.

Images

Analyses target audience

Graphics

Conveys the meaning of the story or narrative

Technical Codes- Print

Camera shots

Communicates meaning
Position of person

Lighting

Sets mood for text

Layout design

Colour font style text positioning

Post production
techniques

Manipulate and enhance images for effect

Shows main features

Technical Codes- Moving Images

Camera shots

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Different shots tell us different things

Angles

High- shows character as weak

Low- shows them as powerful

Perspectives

1st- immersive player= hero

3rd suits the game genres needs

Movements editing

Suspence enigmas pace tracking shots pan/tilt

Audio Codes
Dialogue

Lexis and vocalization

Sound effects

Realism genre supports actions explains certain parts of the game

Music

Suggests genre manipulates feelings

Voice-overs

Way to establish genre through explanation and lexis