Section 5: To be able to evaluate research data used by media institutions

Primary research: Is undertaken by you personally in order to gain new data. This is also known as first hand research. Can involve questionnaires, surveys or interviews with individuals or small groups

Secondary research: The use of data or finding from research that has already been undertaken. These can involve internet, books, magazines etc.

Quantitative data: Data that can be measured numerically.
Things that can be measured precisely such as the number of people who listen to a radio station or who have purchased a video game online.

Qualitative data: Typically descriptive data, useful for studies at the individual level and to find out in depth the way in which people think about a product.

PROS OF PRIMARY DATA

The research that is collected that has been worked with personally and it directly relates to the research or study.

CONS OF PRIMARY DATA

It is time consuming and very expensive.

PROS OF SECONDARY DATA

It is easy to access as it usually internet or book publications and there is a low cost to acquire the information.

CONS OF SECONDARY DATA

The quality of the research is questionable and you don't know the publisher or researcher.

PROS OF QUANTITATIVE DATA

Data can be collected at a fast speed. It can also be analysed very quickly. Can also be anonymous which is useful for dealing with sensitive topics.

CONS OF QUANTITATIVE DATA

They can be expensive, and the research is the limited ability to probe answers. People who are willing to respond may share characteristics that don't apply to the audience as a whole.

PROS OF QUALITATIVE DATA

Allows you to explore topics in more depth and detail than the other. It is less expensive than the other. You don't have to recruit as many participants.

CONS OF QUALITATIVE DATA

You cant add up how many of your audience answer one way or another. You also cannot generalise your findings.