DEFINITION 2 SOURCES Strengths of this Method Weaknesses of the Method
TERM IN YOUR OWN WORDS (WEB LINKS, BOOKS)
QUALITATIVE 1. Useful for 1. Takes more time to
RESEARCH This is research in 1. Is a method of inquiry studying a collect the data when
terms of opinions and appropriated in many limited compared to quantitative
reviews. It is what you different academic number of research.
think. disciplines, traditionally in cases in depth
the social sciences, but 2. It is often time
also in market research 2. Can conduct consuming.
and further contexts. cross-case
(Wikipedia) comparisons
and analysis
2. Media research based on
direct contact between
the researcher and 3. Data are
individual subjects. usually
AS/A Level Media Studies, collected in
Essential Word Dictionary – naturalistic
David Probert. Page 123 settings
QUANTITATIVE 1. Media research in which 1. Denote 1. May miss
RESEARCH Research that you a large amount of factual approaches
would conduct yourself objective information is which are contextual detail.
involving numbers and gathered anonymously supported by 2.
statistics. from a large group of a set of
viewers, readers, or hypotheses.
listeners. 2. Is more
AS/A Level Media Studies, efficient, able
Essential Word Dictionary –
to test
David Probert. Page 123
hypotheses.
2. The objective of
quantitative research is to
develop and employ
mathematical models
theories and/or
hypotheses pertaining to
phenomena.
[Link]
wiki/Quantitative_resea
rch
PRIMARY Research you get 1. Primary research (also called 1. The 1. It may not be
RESEARCH yourself, you do not field research) involves the
use anybody else’s collection of data that does not research accurate all the
work to get primary already exist. This can be through is what time.
research, numerous forms, including
questionnaires and telephone
you need
interviews amongst others. This exactly.
information may be collected in
things like questionnaires and
interviews.
(WIKIPEDIA)
2. Research undertaken through
direct interview with a source or
by direct access to original,
unmediated documents or
images.
AS/A Level Media Studies,
Essential Word Dictionary –
David Probert. Page 118
SECONDARY Secondary research is 1. Research that involves 1. You can 2. The research you
research which is not using the work of others,
RESEARCH your own, you are including books, easily get get may not be
using somebody else magazines, websites and the what you are
research. published articles.
AS/A Level Media
research looking for and it
Studies, Essential Word you are can be wrong and
Dictionary – David looking not reliable
Probert. Page 133.
2. Secondary research (also for. accurate.
known as desk research)
involves the summary,
collation and/or
synthesis of existing
research rather than
primary research, where
data is collected from, for
example, research
subjects or experiments.
(WIKIPEDIA)
INTERVIEWS When you ask 1. A structured conversation 1. You can 1. People can lie to
somebody a set of whose direction is usually
questions face to face controlled by the inter- get the you about their
to get information viewer with the object of answers answers.
about the gaining information about
person/people you are the interviewee(s). Media
easily and 2. It is harder face to
interviewing. & Film Studies it is not face.
Handbook long. 3. The interviewer
2. An interview is a
conversation between
can change the
two people (the answers.
interviewer and the
interviewee) where
questions are asked by
the interviewer to obtain
information from the
interviewee. (WIKIPEDIA)
QUESTIONNAIRES A questionnaire is a 1. A list of standard closed
set of open or closed questions distributed by
questions given out to hand or by post to a
people who are specific group of people
considered to be the considered appropriate to
target audience. It is the survey.
given out in many AS/A Level Media
different ways. Studies, Essential Word
Dictionary – David
Probert. Page 124.
2. A questionnaire is a
research instrument
consisting of a series of
questions and other
prompts for the purpose
of gathering information
from respondents.
(WIKIPEDIA)
FOCUS GROUPS 4-6 people are 1. A selected group of
selected and asked people whose opinions
their opinions on topics and reactions are
it is a type of monitored for the
qualitative research, purposes of research and
this can be used for marketing.
research about topics. Media & Film Studies
Handbook
2. A focus group is a form
of qualitative research in
which a group of people
are asked about their
perceptions, opinions,
beliefs and attitudes
towards a product,
service, concept,
advertisement, idea, or
packaging. Questions are
asked in an interactive
group setting where
participants are free to
talk with other group
members
(WIKIPEDIA)