iMedia R093 Key Terms: 2.4 - Research methods, sources & types

Any original information that you collect for the purposes of answering your research question

• Primary research
• Secondary research

Can answer specific questions, fully meets the research requirements, you control the sampling methods and size, will be up to date and accurate.

• Primary research pros
• Primary research cons

Time consuming to collect data, staff might need training on collecting data, could be expensive.

• Primary research pros
• Primary research cons

A group of people assembled to participate in a discussion about a product before it is launched.

• Interview
• Focus group
• Online survey
• Questionnaire

Valid set of results, less time-consuming than a survey, additional feedback can be gathered in the session.

• Focus group pros
• Focus group cons

Sample size too small, small samples can lack validity, moderator might not record all responses.

• Focus group pros
• Focus group cons

A meeting of people face to face or online.

• Interview
• Focus group
• Online survey
• Questionnaire

Allows for more in-depth data collection and comprehensive understanding, can be used for quantitative research.

• Interview pros
• Interview cons

They are more time consuming to recruit and conduct, are an expensive form of research, limited scope: you might miss out on interesting data.

• Interview pros
• Interview cons

A structured form that is completed over the internet.

• Interview
• Focus group
• Online survey
• Questionnaire