MEDIA STUDIES

1. What have I learnt from audience feedback?
EVALUATION QUESTION 3

2. A focus group is a form of qualitative research in
which a group of people are asked about their
perceptions, opinions, beliefs and attitudes
towards a product, service, concept,
advertisement, idea, or packaging. Questions are
asked in an interactive group setting where
participants are free to talk with other group
members.
WHAT IS A FOCUS GROUP?

3. Focus groups are seen as an important tool for acquiring
feedback regarding new products. They are usually used
in the early stages of product/concept development,
when organisations are trying to create an overall
direction for marketing initiative. They allow companies
wishing to develop, package, name, or test market a new
product, to discuss, view, and/or test the new product
before it is made available to the public.
This can provide valuable information about the
potential market acceptance of the product.
MARKETING

4. A general strength with qualitative data is that more
words are used; more detail can be included.
Unexpected information can also be included, providing
greater information.
Focus groups encourage people to expand on their
responses and can open up new topic areas not initially
considered.
STRENGTHS

5. In terms of data analysis, qualitative data is more difficult to analyse.
Collecting qualitative data is more time consuming than collecting
quantitative data.
Any results gathered from focus groups are hard to generalise or apply
to the real world because only a few people are in the group and it
therefore does not reflect the views of a larger demographic.
Focus groups are likely to be dominated by one or two people if other
participants aren’t motivated to share, therefore leading to a biased
overall opinion.
Focus groups are artificial environments and it’s likely that responses
could have been influenced by subjective views.
LIMITATIONS

6. 1. If my target audience like the idea I have come up with
2. If other Jews I know are offended by the content in the video
3. If there were any issues with the locations I chose
4. If there were any issues with props/costume
5. If there were any issues with editing/lip syncing
6. If there were any issues with the song (because I made it myself)
7. If there were any issues with the green screen/special fx
8. If the song and video have matched the conventions of parody
9. If they have understood all aspects of my video/song and my
artist’s star image
10. How I will be able to expand the demographic reach of my
audience
WHAT I WANTED TO FIND OUT FROM MY FOCUS
GROUP

7. Gathers data in a non-numerical form, e.g. diary accounts, open-
ended questionnaires, unstructured interviews/observations and
focus groups.
Typically descriptive + harder to analyse. Is useful for studies at
individual level, e.g. case studies.
A good example of qualitative research is an unstructured group
interview/observation. This is because it allows respondents to
talk in depth and choose their own words. Ultimately, this helps
the researcher develop a real sense of a person’s situational
understanding.
QUALITATIVE RESEARCH

8. Gathers data in a numerical form which can be put into
categories, rank order or in units of measurement. This type of
data can construct graphs/tables of raw data.
Experiments typically yield quantitative data, as they concern
measurements. Observations and questionnaires however,
produce both quantitative and qualitative data.
E.g. a rating scale/closed questions on a questionnaire would
generate quantitative data as these produce either numerical/non-
numerical data (put into categories, e.g. “yes”/”no” answers).
Whereas open-ended questions would generate qualitative
information as they are descriptive.
QUANTITATIVE RESEARCH