1. Unit 1 Assignment 1
Harley Jones
BTEC Media
20/09/13
Research Methods
Research methods are a process of investigation and are methodical which
can solve practical problems and increase your knowledge.
Primary Method
Primary research consists of original primary data, after the researcher has
gained the information it is then undertaken by viewing secondary research
or by analysing previous primary data. This can be achieved using various
methods, including questionnaires and telephone interviews in market
research, or experiments and direct observations in the physical sciences,
amongst others.
Advantages:
The researcher can focus on both qualitative and quantitative research
problems and enables the marketer to focus on specific subjects in primary
research. It also addresses specific research issues and the researcher
controls the design to fit their needs.
Disadvantages:
Compared to the secondary research primary data can be expensive in
preparing and carrying out the research, it takes longer to undertake primary
research than to get secondary data and the research may be out of date by
the time it is complete. There is also a low response rate. Some research
projects, while offering information that could prove valuable it may not be
within the reach of a researcher.

2. Primary and Secondary Research Methods
Primary Research
Name of Research Method
Survey
Interview
Sampling
Observations
Explanation
Advantages: surveys can be developed in less time
compared to other data collectors and are found
relatively easy. Surveys are also capable of collecting
a lot of data from large amounts of respondents. Many
questions can be asked about any subject.
Disadvantages: the disadvantages of surveys can rely
on respondents as they may not feel encouraged to
give accurate or honest answers, may not feel
comfortable giving answers that could present them in
a negative way and may not know the reasons for the
answers due to lack of memory.
Advantages: Quick way of getting people’s views and
opinions about things and find out what people think
about something. The interviews might be good
enough to be in the media products itself.
Disadvantage: easy to forget what people have said so
need to record interview.
Advantages: it can be used with large sample
populations and avoid bias
Disadvantages: sampling can lead to poor
representation of the overall parent population or area
if large areas are not hit by the random numbers
generated. There also maybe be practical problems in
terms of time available and access to study area.
Advantages: Can be used for researching media
production and is an easy way of seeing for yourself
what is happening.
Disadvantage: can be limited information as it is only
your opinion.
Secondary Method
Secondary research involves the summary of existing research rather than
primary research where data is collected from such as research subjects or
experiments. The term is used in medical research, legal research, and in
market research.

3. Secondary Research
Name of Research Method
Using the Internet
Searching Archives
Using the Library
Explanation
Advantages: Can quickly find a lot of information,
easy to download and print material.
Able to undertake searches for specific
information.
Can find information on media products and for
the content of media productions.
Disadvantages: some sources not always reliable
Can produce too much information, some of which
is not relevant
Advantages: Good for historical information. Find
information on old media products and for the
content of media products.
Disadvantages: information can be outdated
Advantages: Wide range of information available
and can find reliable, published information for
media products and for the content of media
productions.
Disadvantages: can be time-consuming and
involve a lot of searching for the right information.
Quantitative Research
Quantitative information can be measured and counted. It can usually be shown as a set of
numbers and is often presented in the form of tables, charts and diagrams. Both primary and
secondary research methods can produce quantitative information and they’re used to
recommend a final course of action.
Qualitative Research
Qualitative information is more subjective and is more concerned with people’s opinions, views
and preferences. Primary and secondary research methods can produce qualitative information.
The results of qualitative research are often more difficult to analyse than quantitative data and
the information is often difficult to represent statistically when the responses are personal and
subjective.