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It could be outdated information.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.