Unit 1

By Anthony Richards

Methods of Research

Method Definition Advantage Disadvantage

Primary

Collection of original data by a researcher e.g. questionnaires, TV interviews, experiments.

Addresses specific ideas as the researcher controls the search design to fit their needs. It also allows greater control over how data is collected.

It can be expensive. It is much more time-consuming as plans have to be prepared and by the time this is completed the data may be out of date. There may also be a low response rate.

Secondary

Collection of already compiled data e.g. existing surveys on the same subject, newspaper/magazine articles or journals on the same subject.

It is cheaper to conduct and is easier to gain conclusions from. It also allows research over a wider range than primary research.

The data collected could be incorrect or just out of date. Not all the data collected could be relevant to the subject.

Quantitative

Collection of data something is being counted.

It can provide a lot of information and is easier to compile into graph or chart form. It can also be used over a much larger area.

It is costly and may not be necessary for the type of research. It also has to be carried out frequently to be consistently accurate due to the fluidity of statistics.

Qualitative

Investigation of subject through statistics, mathematical data and/or computer techniques.

It allows a better understanding of the target audience because questions start with “why”. It is also cheap due to its small scale.

Only a small amount of data can be collected and so is not representative of the population. It also does not allow the inclusion of statistical data.

My Research Method

• For Unit 18, I used primary research because I looked at real web banners on YouTube and watched real chewing gum adverts.

Web banner

My Research Techniques• I used the internet for Unit 18 because it is a wide-ranging and easy to access source of

information, which was useful in looking at web banners which I needed for help in designing my own. I also used videos to see other gum adverts and compare them to my designs, so that I could achieve a sense of authenticity. I also used recces to determine where my advert would be filmed.

Web banner

Gum Ads

Storing Information

• I collated the information by using a Word document to list all the websites I visited to research my gum.

• For example, I used Google Images to find a picture of a web banner on YouTube and to find images of chewing gum packaging.

• I also visited Wikipedia to find out which brands of gum were owned by which companies.

• After researching brand ownership, I visited several of the websites of the major gum manufacturers including Wrigley.com, Cadbury.co.uk and Hershey.com.

• I then went to YouTube and looked at chewing gum adverts.

Applying the Research Methods

• If I was creating a reality TV show then I would use primary research to ask the target audience specific questions relating to the programme e.g. “What kind of person would you like to see on it?” I would do this by distributing questionnaires among the target audience and having votes on elements of the show.

• I would use secondary research to find out what audience reaction has been to previous programmes of the same type. For example, I would go through past surveys, audience ratings and critics reviews to find out if the show was commercially viable. This would tell the production executives if it was worth spending the money on the show before production started.

• I would utilise qualitative research to gauge audience reception to the pilot episode of this show. I would use ratings to count how many viewers there were and this would tell me whether to continue with the series.

• Quantitative research would be useful because after focus groups and surveys had been conducted, the data could be condensed into a graph which would aid in statistical analysis. This would help executives decide whether it was worth airing.