Basically, the different methods of researching audiences fall into two categories - QUANTITATIVE methods and QUALITATIVE methods. Quantitative research measures exact amounts and generates numerical data ('How much do you spend on magazines every month?') whereas Qualitative methods gather opinions and generate much less precise data ('Why do you like magazines?') Both types have advantages and disadvantages.

RESEARCH TYPE	DESCRIPTION OF METHOD	ADVANTAGES	DISADVANTAGES
QUANTITATIVE
Paper questionnaire (closed questions)
Digital questionnaire (closed questions)	Closed questions generate exact answers
Desk research	Finding out about audience figures etc of existing publications or productions
QUALITATIVE
Desk research	Textual analysis of existing, similar products
Paper questionnaire (open questions)	Open questions generate answers which are open to interpretation
Digital questionnaire (open questions)
Individual interviews	Individuals are interviewed about their preferences
Panel Interviews	Groups of people are interviewed about their preferences
Focus groups	A group is given some samples or examples of products to discuss
Log books / records	Individuals are given documents to fill in charting exactly when, why and how they use certain media over a given time
Observations	Individuals are observed using certain media to see how exactly they use it

You need to complete this table: download at the bottom of this page.

You need to use a mix of qualitative and quantitative methods (not ALL of them, though.) It is up to you to choose and organise the ones which are most suitable.

There are a few you will almost certainly use, though. Desk research, wherein you analyse a few existing media products similar to your own idea and find any relevant information (eg who IS the audience for the SCMP?) is necessary. Questionaires are very popular (but many students think they are sufficient in themselves; usually, they're not.) TO create digital surveys, this site is useful.

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