AS1:Task 6: Methods of Research

Primary Research

The research of an organisation arranges or takes part in themselves, in order to find out answers to specific questions. Examples of primary research are questionnaires,surveys,internet forums and group interviews.

Advantages:

• The ability to explore the secondary research already performed by other researchers. 
• Greater Control: How the information is collected and focus on specific issues.
• First hand comments from the key audience.

Disadvantages:

• Costs a lot of money.
• Time consuming
• Not everyone answers honestly

Secondary Research 

This form of research uses outside information collected by other media sources, which means the information already exists for the company to use. The information is usually published in pamphlets, news letter, trade publications, magazines and newspapers therefore making the companies research a lot easier. 

Advantages: 

• Less time consuming
• Less expensive

Disadvantages:

• No evidence of who did the research so it might not be honest.
• Can be biased and inaccurate.  

Quantative Research

This research focuses more on the number of people rather than the quality of their answers. Questionnaires are usually used to gain these numbers. It develops and employs measurable and info rather than opinions as it is based on actual gained data. This is in order to determine how big or small the audience is going to be for this product or company, and who the target market is. 

Advantages:

• Allows the researcher to measure and analyse data
• More objective

Disadvantages: 

• Don't always get accurate answers if 'yes' and 'no' are the only options.
• The person filling in the questionnaire might not have a full understanding of what it is they're answering, they may not be honest and accurate.

Qualitative Research

This form of research includes qualitative surveys, focus groups and one to one interviews which are used to gain opinion rather than numbers when approaching an audience for a product.

Advantages: 

• Quality information 
• Can ask subsidiary questions 

Disadvantages :

• Relatively  small sample
• Doesn't ensure accuracy the way quantitative research does. Opinions are biased and far more likely to lead to false results.
• Group is small so doesn't have a fair representation of what the entire audience may think.

Audience Research

There are 4 types of audience research:

• Descriptive research: Describes the audience and their characteristics e.g their age and location.
• Analytical research: Tries to gain knowledge of 'how' and 'why'. What are the audiences motives and what causes them
• Predictive Research: Considers 'what if' e.g. what will happen if we change factors
• Tracking research: Long term research that monitors change taking place over time e.g. how have tickets for bands sold over the years.