Research methods

Research in the media industry

Quantitative research

Quantitative research is a formal, objective, systematic

process in which numerical data are used to obtain
information about the world. This research method is
used to: Describe variables, to examine relationships
amongst variables, to determine cause and effect
interactions between variables. This regards to the
respective media institutes e.g. newspapers and
magazines will look at surveys and see what people are
interested in but also at the sales of the product. So
quantitative research is a method of producing hard
facts and statistics. Its important to survey people for
reliable statistical results e.g. for my social action
project I did a survey where I went around and asked
people if they knew about Children in Crossfire. I did
this to get a general idea of peoples awareness.

Examples of quantitative research

Reading library books.

Internet research.
 Newspapers

Magazines
Administered by the researcher
Self-administered

Advantages

Its reliable information.

can allow for greater objectivity and accuracy of

results. Generally, quantitative methods are
designed to provide summaries of data that
support generalisations about the phenomenon
under study.

Using standards means that the research can be

replicated, and then analysed and compared with
similar studies.

The data in quantitative research can be analyzed

in a fast and easy way. With the use of statistically
 valid random models, a survey can immediately be
generalized to the whole residents.

Disadvantages

It could be outdated information.

Preset answers will not necessarily reflect

how people really feel about a subject and in
some cases might just be the closest match.

The research is often carried out in an

unnatural, artificial environment so that a
level of control can be applied to the exercise.
This level of control might not normally be in
place in the real world yielding laboratory
results as opposed to real world results.

When using this type of research, you have to

ensure that you are financially prepared. Since you
need a huge number of correspondents, you have
to spend more cash for printing the questionnaire,
transportation fees and a lot more. This is more
costly compared to qualitative research.

Qualitative research
Qualitative research is primarily exploratory research.
It is used to gain an understanding of underlying
reasons, opinions, and motivations. It provides insights
into the problem or helps to develop ideas or
hypotheses for potential quantitative research. So this
method is built around asking the opinions of the
public and other professionals. Qualitative methods
examine the how and why of decision making not just
what, where, when, or who and have a strong basis in
the field of sociology to understand government and
social programs.

Examples of qualitative research

1. Interviews
2. Focus groups
3. Observation
4. Self study
5. Action research
6. Surveys

Advantages
 Issues and subjects covered can be evaluated in
depth and in detail.

Interviews are not limited to particular questions and

can be redirected or guided by researchers in real time.

The direction and framework of research can be

revised quickly as soon as fresh information and
findings emerge.
The data in qualitative research depends on human
experience and this is more compelling and powerful
than data gathered through quantitative research.

Complexities and subtleties about the subjects of

the research or the topic covered is usually missed
by many positivistic inquiries.

Disadvantages

The quality of research is heavily dependent on the

skills of the researcher and can be easily influenced by
personal idiosyncrasies and biases of researchers.

Rigidity is more difficult to assess, demonstrate and

maintain.

The quantity of data makes interpretation and

analysis time-consuming.
 Qualitative research is sometimes not accepted and
understood especially within scientific communities.

The presence of researcher in the process of

data gathering is unavoidable and can
therefore affect or influence the responses of
subjects.

Primary research

Primary research is any type of research that you go

out and collect yourself. Examples include surveys,
interviews, observations, and ethnographic research. A
good researcher knows how to use both primary and
secondary sources in her writing and to integrate them
in a cohesive fashion e.g. primary research would be
internet research, going to the library.

Examples of primary research

Advantages

The researcher can focus on both qualitative and

quantitative issues.
 Specific research issues are addressed as the
researcher customizes the search design.

Primary research enables the marketer to focus on

specific subjects and the researcher to have a
higher control over how the information is
collected.

Primary research is more acute and up to date.

Disadvantages

Compared to secondary research, primary

data may be very expensive in preparing and
carrying out the research. Costs can be
incurred in producing the paper for
questionnaires or the equipment for an
experiment of some sort.

To be done properly, primary data collection

requires the development and execution of a
research plan. It takes longer to undertake
primary research than to acquire secondary
data.
 Some research projects, while potentially
offering information that could prove quite
valuable, may not be within the reach of a
researcher.

By the time that the research is complete, it

may be out of date.

Secondary research

Secondary research (also known as desk research)

involves the summary, collation or synthesis of existing
research rather than primary research, in which data
are collected from, for example, research subjects or
experiments. Secondary research revolves around
working with a hypotheses or idea to discover never
before known knowledge.

Advantages

Usually time and cost required to collect

secondary data is less than efforts required to
collect primary data. Data is available freely or at
far lesser cost through secondary sources.
 Data collected by governments and other
institutes is usually very extensive and covers a
large spectrum of issues. An organization can filter
that data and consider only parts which they are
targeting.

Data collected from secondary sources gives an

idea to organization about effectiveness of
primary research. From secondary data one can
form hypothesis and can evaluate the cost and
efforts required to conduct own surveys. One can
also note down issues, which are not covered from
secondary research and, need to be addressed
through primary research.

Disadvantages

Secondary Researcher needs to understand

various parameters and assumptions that
primary research had taken while collected
information. A term may have different
meaning for different people, example a term
'youth' used is ambiguous and one needs to
find what is the assumed age taken by primary
researcher.

In many cases, secondary data is not

presented in a form that exactly meets the
 researchers needs.

When using secondary research, one must

exercise caution when using dated
information from the past. With companies
competing in fast changing industries, an out-
of-date research reports many have little or
no relevance to the current market situation.