Types of research companies
This section provides a brief description of media research companies, their strengths and drawbacks.
Specialized
- Research companies and agencies
- Monitoring agencies
|
+
|
-
|
- Can use monitoring and analysis data for both external and internal use
- Provide a wide range of single and complex media research services
- Can diversify analytical research and integrate it with other research
- Dispose of a systemized collection of primary data.
|
- Absence of media research standards
- Absence of systemized media research
|
Other
- PR-agencies
- Advertising agencies
- Press services, publicity departments of non-media companies
- Media publishing research results
- Mass media interested in media market
|
+
|
-
|
- Corporate analytical service is more prone to company’s demands
- Corporate analytical service is more controllable.
|
- Corporate analytical services are no competitors to specialized research companies, especially in terms of other media sources research.
- Analytical produce of PR-agencies is rather a tool of inner PR, than a deep research document
- Research produce of non-specialized companies can hardly be diversified
- Corporate analytical departments are usually rather expensive
- Absence of specialized media research companies
|
|
General issues of media research companies
|
- View of media research as an additional service, but not an independent research area
- Unsystemized method of primary data collection (newspaper reports, transcripts, recording, etc.).
|
