UNIT 2 Research Methods

Research is an essential for media industries because...

• it helps identify the potential success of a product.

• it lets them communicate directly with their target audience.

• it helps make sure content is accurate.

• it helps identify and evaluate the current market.

Types of primary research include...

• Online survey

• Magazines

• Interview

• Internet

• Focus groups

Types of secondary research are...

• Focus groups

• Books and journals

• Interviews

• Newspapers

• Internet

Advantages of primary research include...

• it is potentially more reliable

• it is time consuming

• it can be more relevant and up to date

• it can be tailored to meet the needs of the project

• it is always easy to collect

Disadvantages of secondary research include...

• it might be biased or inaccurate

• it is time consuming

• it isn't always specific to the project

• it can be tailored to meet the needs of the project

• it is quick and easy to collect

Qualitative data is usually gathered using open-ended questions and includes descriptive information as well as being usually expressed as opinions.

• True

• False

Quantitative data is usually numerical and asked using closed questions.

• True

• False

Asking open-ended questions creates...

• quantitative data

• qualitative data

• descriptive information

• numerical data

Asking closed questions creates...

• quantitative data

• qualitative data

• descriptive information

• numerical data

One advantage of qualitative data is...

• it is simple to analyse

• it can be turned in to a chart

• it gives lots of detailed information

• it costly and time consuming