1200 words - 5 pages


In this report, I am going to talk about the different research techniques used in the media industries. I am also going to explain the purpose of each one of them. The main 4 research techniques are:

• Quantitative Research
• Qualitative Research
• Primary Research
• Secondary Research

Quantitative Research:

Quantitative research is about asking people for their opinions in a structured way so that you can produce facts and statistics to guide you.
New businesses would run quantitative research for things like branding, Pricing and even the design of their website to make sure they meet their potential customer’s expectation.
There are particular questions to use when doing a quantitative research. You can collect data by running surveys, questionnaires, emails, telephone and social media products like twitter and Facebook. To get the best result of your research you will need to involve a large number of people so that can get a better overall result. When starting a new business, you will need to have a logo, website, packaging and promotional materials; your logo should be integrated in all of this.

1. It is easier to compile the data onto a chart or graph because of the numbers that are made available.
2. Provides precise, quantitative, numerical data
3. Quantitative research can be used to test hypotheses in experiments because of its ability to measure data using statistics.
4. A good diversity of opinions.

1. It is more costly than using qualitative research.
2. You can only gain a simple result not detailed.
3. It does take a long time to run a quantitative research.

Qualitative Research:

With qualitative research, the researcher has an idea of what to expect. They will put together data and find a way to make that data into the bigger picture. With quantitative data, the bigger picture is not known. It is a way to determine how often things happen, instead of using surveys to compile and use different types of information.

NB: This type of research figures out how often something happens and why.

It is also used to get a better understanding of what people’s beliefs, attitude, behaviour and interactions are. In qualitative research questions that are asked during the research process begin with the word why, what and how.
A new company uses these methods to understand why customers would prefer buying a product than another one. Qualitative research focuses on a sample of the population.

1. It’s a good and faster way to get a wider opinion.
2. Large surveys don't need to be taken.
3. Helps understand why customers would pay high or low prices for a product.
4. It helps the company to find out, of what they can improve to meet the customer’s expectations.
1. It's not a research method that allows for statistical data.
2. The researcher interprets the research according to his or her own biased view.
3. You don’t know what response you will get so must...

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