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Mr Zhang

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KCB 301 Media Audience

Assessment 1 – Take Home Exam

Chosen Questions
Part A: 1
Part B: 3, 5

Student Name: Fred Can Zhang
Student Number: N7687079
Tutor’s Name: Nino Miletovic

Word Count: 3116
Part A
Question 1
Introduction
Currently, the development of media industries have been significantly motivated by media convergence; globalization and competition. Therefore, how to change and improve to adapt challenges and opportunities which brought by new ages have become a core mission for many media producer and organizations. During these changing process, it is clearly to see that audience’s attitude and preference have always significantly influence industries’ strategies, the organizations who can make the good audience consideration usually can achieve a better performance. However, with the rapid development of new technologies, the audiences becoming elusive – hard to pin down; define; measure and manage. (Lecture Notes, 2015) It has indicated that to consider how can different research methodologies help or affect industries to describe and understand the audiences could be necessary. This essay will discuss 2 types (Quantitative and Qualitative) of methodology which used often to research on audience, to analysis their benefits and disadvantages; make the statements based on examples and give the conclusion.

Quantitative survey Research
Firstly, quantitative research is a common and useful methodology to research on audience, this methodology has basically include survey research; content analysis and so on. In order to analysis why quantitative research method is useful, to define what does audience research has included is necessary. As Rose (2013) has indicated: “Audience research usually can be defined as a type of communication research that is conducted on specific audience segments to gather information about their attitudes;

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