Explanation &

Justification Of Research Methods

Qualitative research

Qualitative research is used to accumulate data based on peoples, ideas, opinions, beliefs, motivations and attitudes towards various subject areas. This kind of research relies on the responses of a smaller sample of the population, it’s harder to generalise the replies however it focuses on much more in depth information. These investigations can be carried out through focus groups and interviews. Qualitative research is explored through open questions which in turn allow the responder to reiterate their opinions and ideas.

Qualitative ResearchAdvantages Disadvantages

In depth responses / information Off topic discussion

Open answers Avoidance theory

The responder can elaborate on their answers

Smaller sample population

One to one discussions Harder to generalise responses

Questions can be asked is anyone misunderstands

Some people may change their opinions based on others

Quantitative research

Quantitative research is used to identify information by accumulating numerical data that can be turned into useful statistics. This kind of research is used to find out people’s opinions, attitudes and behaviours. Quantitative enquiries often suit a larger sample population, it can be explored through questionnaires, surveys and online polls, ect. This research is discovered through closed questions and doesn’t allow for in depth information.

Quantitative Research

Advantages Disadvantages Gather a larger amount of responses / information

Closed answers

Easier to generalise data No in depth information

Straight to the point questions The audience’s opinions cannot be given

Quicker to formulate for the questioner

Possible misinterpretation for the reader

My chosen research methodQuestionnaires/surveys and the pros &

consI have decided to gather my audience research through the quantitative research method of a questionnaire, designed to gain the personal opinions of possible members of my target audience. I intended to gain a wide range of responses from a variety of the population. There are major benefits to creating a questionnaire, such as it allows for easy comparison when analysing the results and I can gain large amounts of data. However there are a few drawbacks such as the lack of depth in the answers and being unable to find out the reasons behind their choices. I asked my fellow students and staff from my school to fill in my survey, I did this so I could gather information from all different ages and genders. Once I have decided upon my who my target audience will be I intend to form a focus group with a few members of my chosen audience so I can gain a deeper understanding into the needs and requirements of my target audience.