Primary research is the research that is carried out in order to collect data that is non-existent.Primary research is done in different forms as experiments,tests and investigations can be done in order to acquire certain information.As primary research is first hand it does not come from published sources as these are within the category of secondary sources.Therefore primary research gives the researcher information regarding what customers need and also what they need to do in order to succeed within the market.Furthermore as primary research is data that does not exist the data that the researcher obtains is up to date.Up to date information is important as this means that the researcher is informed of the current preferences of the market along with the new views and opinions.
Examples of primary research
Observation
Observation is not highly used as this usually leaves the researcher with unanswered questions.This research is done if the researcher needs to be aware of behaviour and activity that occurs from their target audience.Therefore this gives the creative media industry information as to how the audience react to what they would like to introduce.Despite providing the industry with certain information observational research cannot be changed meaning that the researchers cannot interfere for the research to have the outcome they require.Overall this is a very helpful method of research as it provides the researcher with relevant facts,actions and behaviours of the market having analysed the results found.Observational research is also an important part of research as it gives precise information that cannot be altered by the people observed.Furthermore observational research costs are low as the process does not require much labour,time nor planning.Lastly listing all the main advantages observation is real time recording therefore increasing its accuracy rate to a high level and the researcher directly watches the events that occur during the observation therefore meaning that they see all the activity.The disadvantages include the disturbance of customers if the researcher is present in person as this will mean that they act differently and researcher errors along with problems in regard to confidentiality as some information may be illegal to use.
Experimentation
When undertaking primary research the researcher can also do experimentation in which they carry out tests to see the reaction of their target market.Therefore having undertaken experimentation the researcher will receive feedback that will inform them if the experiment would have been successful.Experimentation can also be conducted online as it provides opportunities to carry this out.Furthermore test markets are areas in which experimentation research is carried out due to the audience being similar to the target audience.Test market also helps within the creative media industry as this helps find out if what they want to propose is efficient and fit for purpose.One of the disadvantages of experimentation is the costs as they are very high due to the time and planning that has to be covered.Moreover experiments are also costly as the researcher does not have guaranteed results.Along with being costly accuracy is not high when conducting an experimentation as the people involved in the experimentation can change their behaviour.
Surveys
Primary research has different advantages as it provides the specific information that is searched by a certain individual which therefore provides them with information in which they require and that is accurate as they are informed as to what their audience's requirements are from the certain sources in which they acquire the information.Along with providing specific information primary research also provides well detailed information as different techniques can be used in getting information from customers for example using opening and closing questions.Primary research also provides the researcher with information that is unique due to it being unavailable to the public which differentiates it from secondary research.
Disadvantages of primary research
As primary research is has to be done first hand this makes it time consuming and as it also time consuming this also means that the people conducting it will be wasting time that could be used for other assignments in which could increase the amount of money that is generated in other projects.Primary research also requires a lot of input as it requires planning then further on analysis of the information that will be found by experts.Primary research also needs a large amount of information in order to be accurate for example a questionnaire.
Secondary research
This is the research that is carried out through the use of data that already exists.As secondary research is secondary it is collected by someone else as opposed to primary in which people conduct the research themselves.Secondary research is classified into two categories which are internal sources and external sources.Overall in order to obtain information about the market size along with the trends the researcher has to use this method of research as this includes reports etc which further note the things in which others have done and possibly had a good outcome.
Advantages of secondary research
Firstly secondary research is easy to access due to the introduction of Internet use as opposed to previous times when secondary research had to be mainly done through the use of the library.Secondary research is also low cost to acquire as getting sources from Internet etc is less expensive than actually carrying out the research and in most cases the secondary research is free to obtain.Furthermore as things such as postal surveys will take time due to late replies from customers secondary research is also an advantage to carry out as the information can usually be received immediately.
Disadvantages of secondary research
Due to having less control as to how the data is conducted the data may not be relevant to the researcher.As secondary research is carried out by other researchers the data in which you collect may be bias.Along with all these disadvantages secondary research is available to other competitors within the creative media industry.Furthermore when the information is gathered the analysts may analyse some information the wrong way therefore leading to some bad decisions and as this information is second hand this means that it won't be specifically what the researcher wants.Lastly as secondary research is information published on different dates this means that the information in which the researcher finds may be out of date therefore making the information they find inaccurate.
Examples of secondary research
Secondary research is classified into two categories which are internal sources defined as in this case resources within the creative media industry.However internal resources are not mainly used within the creative media industry as this industry uses external sources that are outside of the industry such as the Internet which is the main source that is used when conducting secondary research as it has information of what people's main factors are and their relations with media.The Internet also has feedback from online surveys and questionnaires.Also the Internet provides the opportunity to seek on what others have done as it has access to different reports.One of the things in which make the Internet an important sources is the statistics it provides in terms of future forecast sales etc.Furthermore the Internet also has information on how the market is operating meaning that this opens the opportunity for the researcher to plan ahead.Despite the Internet providing a wide range of Internet it also has disadvantages as it can be costly due to the time that it will take to gather all the data on the market research and further analyse it.Moreover the data may be misleading depending on the site as some can be altered by the public.However also looking at the positives the Internet is not time consuming as it can be easily searched for with the search engine provided.
Libraries
Libraries also give the researchers within the creative media industry information of their audience as it also has different books and records with people's views and opinions on the things in which the industry may want to do.Libraries also provide statistics regarding preferences etc.Along with that libraries also contain reports in which the researcher can use in order to compare how they are performing as opposed to others within the media industry.Furthermore libraries are a good method of research as no costs comply.However the disadvantages regarding using libraries is the amount of time it may take the researcher to find the specific book they will require and then the analysis that will have to be carried out in order to find the relevant information to them.
Overall (Primary and Secondary research)
In the collection of primary and secondary research which provides both quantitative and qualitative data the methods have different advantages and disadvantages for example interviews which are carried out to gain qualitative data are a good method as the researcher can observe the interviewees,gain past data that they are unaware of and obtain more information from questions that arise.In terms of disadvantages these include interviewees being unable to effectively communicate etc.An outline of advantages and disadvantages of a method categorised as quantitative data are documents found by the researcher as they can obtain and review the time at their own convenient etc.Furthermore an example of a disadvantage is how documents can be hard to find.Therefore overall both forms of research have advantages and disadvantages therefore providing the researcher with different information that they can apply.
Quantitative data is data that can be counted as it is identified on a numerical scale. This data is often collected through the use of experiments then statistically analysed.Quantitative data could either be counted or measured and uses surveys to collect large amounts of data.Therefore within the creative media industry the quantitative data will be based on the ratings,web hits etc.Having statistically analysed quantitative data is then represented visually in graphs and other things such as bar charts etc.
Advantages of quantitative data
Disadvantages of primary research
As primary research is has to be done first hand this makes it time consuming and as it also time consuming this also means that the people conducting it will be wasting time that could be used for other assignments in which could increase the amount of money that is generated in other projects.Primary research also requires a lot of input as it requires planning then further on analysis of the information that will be found by experts.Primary research also needs a large amount of information in order to be accurate for example a questionnaire.
Secondary research
This is the research that is carried out through the use of data that already exists.As secondary research is secondary it is collected by someone else as opposed to primary in which people conduct the research themselves.Secondary research is classified into two categories which are internal sources and external sources.Overall in order to obtain information about the market size along with the trends the researcher has to use this method of research as this includes reports etc which further note the things in which others have done and possibly had a good outcome.
Advantages of secondary research
Firstly secondary research is easy to access due to the introduction of Internet use as opposed to previous times when secondary research had to be mainly done through the use of the library.Secondary research is also low cost to acquire as getting sources from Internet etc is less expensive than actually carrying out the research and in most cases the secondary research is free to obtain.Furthermore as things such as postal surveys will take time due to late replies from customers secondary research is also an advantage to carry out as the information can usually be received immediately.
Disadvantages of secondary research
Due to having less control as to how the data is conducted the data may not be relevant to the researcher.As secondary research is carried out by other researchers the data in which you collect may be bias.Along with all these disadvantages secondary research is available to other competitors within the creative media industry.Furthermore when the information is gathered the analysts may analyse some information the wrong way therefore leading to some bad decisions and as this information is second hand this means that it won't be specifically what the researcher wants.Lastly as secondary research is information published on different dates this means that the information in which the researcher finds may be out of date therefore making the information they find inaccurate.
Examples of secondary research
Secondary research is classified into two categories which are internal sources defined as in this case resources within the creative media industry.However internal resources are not mainly used within the creative media industry as this industry uses external sources that are outside of the industry such as the Internet which is the main source that is used when conducting secondary research as it has information of what people's main factors are and their relations with media.The Internet also has feedback from online surveys and questionnaires.Also the Internet provides the opportunity to seek on what others have done as it has access to different reports.One of the things in which make the Internet an important sources is the statistics it provides in terms of future forecast sales etc.Furthermore the Internet also has information on how the market is operating meaning that this opens the opportunity for the researcher to plan ahead.Despite the Internet providing a wide range of Internet it also has disadvantages as it can be costly due to the time that it will take to gather all the data on the market research and further analyse it.Moreover the data may be misleading depending on the site as some can be altered by the public.However also looking at the positives the Internet is not time consuming as it can be easily searched for with the search engine provided.
Libraries
Libraries also give the researchers within the creative media industry information of their audience as it also has different books and records with people's views and opinions on the things in which the industry may want to do.Libraries also provide statistics regarding preferences etc.Along with that libraries also contain reports in which the researcher can use in order to compare how they are performing as opposed to others within the media industry.Furthermore libraries are a good method of research as no costs comply.However the disadvantages regarding using libraries is the amount of time it may take the researcher to find the specific book they will require and then the analysis that will have to be carried out in order to find the relevant information to them.
Overall (Primary and Secondary research)
In the collection of primary and secondary research which provides both quantitative and qualitative data the methods have different advantages and disadvantages for example interviews which are carried out to gain qualitative data are a good method as the researcher can observe the interviewees,gain past data that they are unaware of and obtain more information from questions that arise.In terms of disadvantages these include interviewees being unable to effectively communicate etc.An outline of advantages and disadvantages of a method categorised as quantitative data are documents found by the researcher as they can obtain and review the time at their own convenient etc.Furthermore an example of a disadvantage is how documents can be hard to find.Therefore overall both forms of research have advantages and disadvantages therefore providing the researcher with different information that they can apply.
Quantitative data
Quantitative data is data that can be counted as it is identified on a numerical scale. This data is often collected through the use of experiments then statistically analysed.Quantitative data could either be counted or measured and uses surveys to collect large amounts of data.Therefore within the creative media industry the quantitative data will be based on the ratings,web hits etc.Having statistically analysed quantitative data is then represented visually in graphs and other things such as bar charts etc.
Advantages of quantitative data
One of the advantages in which quantitative has to the creative media industry is its effectiveness in measuring audience size and their profiles as this data can translated into charts and graphs.Quantitative data also helps the creative media industry to see the awareness of certain things related with media.Quantitative data also provides important information about the audience within the creative media industry as social,economical factors etc.
Disadvantages of quantitative data
In order for quantitative data to be measured large amounts of data is required.As quantitative data includes the collection of data through interviews when handled improperly it can produce results with errors.Due to the requirement of measurement this is a disadvantage when doing quantitative data as expensive measurement tools have to be provided.As quantitative data includes statistics this information cannot be used to make decisions as this is not the exact amount.
Qualitative data
Qualitative data is used to describe certain types of information. Qualitative data is used to characterise the characteristics or properties of a certain thing for example within the creative media industry they will have to look at opinions,attitudes etc. Qualitative research is more in-depth and focuses on getting answers to particular questions and concerns.Therefore the difference between quantitative and qualitative data is the different uses of this data in terms of information and use of number as qualitative data describes and quantitative data defines.
Advantages of qualitative data
Qualitative data gives the creative media industry an insight into what the audience require as it gives them information on their feelings, impressions and viewpoints.As the results are heard first hand within qualitative data they can easily analyse them and the research is also flexible and designed to be completed easily therefore providing the creative media industry with accurate information.Qualitative data also provides information regarding people's experiences in terms of how things are the way they are.
Disadvantages of qualitative data
Qualitative data does not provide a measurement of the amount of people with the same views.Furthermore despite getting information from a certain group of people about the way they feel,think or behave towards certain things this information cannot be necessarily applicable to everyone.As qualitative data is highly associated with use of information received from the audience within the creative media industry this is a disadvantage as some people may alter their behaviour and change their views when answering certain questions therefore providing information that is misleading.
Overall appropriateness of primary and secondary research
Primary research====> Accuracy
Despite primary research providing a range of information in regard to the public it may not always be accurate as the sampling chosen may not completely represent the target market.Furthermore looking at questionnaires some answers may be answered inaccurate as people may choose not to answer the questions honestly which may also occur within a interview situation.
Fitness for purpose
Primary research provides the business with both qualitative and quantitative data in which provides well detailed information in which helps in making the correct aims and objectives and choosing the right strategies to carry out certain operations.
Cost
Looking at the costs this depends on the primary research in which you conduct as surveys such as questionnaires will require planning,time to carry out the questions and then further analyse the information in which you find as opposed to observation in which the information is provided by analysing the activity of the target audience.
Time
The amount of time in which primary research takes differs as focus groups will take less time as opposed to experimentation.
Response rate
The response rate of primary research can be 100% when getting the information from a source such as observation since the information will be based on the actual activity of the target audience.
Secondary research====> Accuracy
Secondary research is mainly accurate however when taking information from the Internet some websites may be altered meaning that the information will be inaccurate.
Fitness for purpose
Secondary research provides a range of information as it contains more information that is already published.
Cost
Researchers often use secondary research as getting this information is much less expensive since primary research requires more input and time.
Time
Secondary research takes less time to conduct than primary research as the information is already provided.
Response rate
The response rate differs because when comparing the Internet has a higher response rate than the library as the information is easy to access and as the information on the Internet is constantly updated.However if the information on the Internet is altered this means that the response rate will be a low percentage.
Disadvantages of qualitative data
Qualitative data does not provide a measurement of the amount of people with the same views.Furthermore despite getting information from a certain group of people about the way they feel,think or behave towards certain things this information cannot be necessarily applicable to everyone.As qualitative data is highly associated with use of information received from the audience within the creative media industry this is a disadvantage as some people may alter their behaviour and change their views when answering certain questions therefore providing information that is misleading.
Overall appropriateness of primary and secondary research
Primary research====> Accuracy
Despite primary research providing a range of information in regard to the public it may not always be accurate as the sampling chosen may not completely represent the target market.Furthermore looking at questionnaires some answers may be answered inaccurate as people may choose not to answer the questions honestly which may also occur within a interview situation.
Fitness for purpose
Primary research provides the business with both qualitative and quantitative data in which provides well detailed information in which helps in making the correct aims and objectives and choosing the right strategies to carry out certain operations.
Cost
Looking at the costs this depends on the primary research in which you conduct as surveys such as questionnaires will require planning,time to carry out the questions and then further analyse the information in which you find as opposed to observation in which the information is provided by analysing the activity of the target audience.
Time
The amount of time in which primary research takes differs as focus groups will take less time as opposed to experimentation.
Response rate
The response rate of primary research can be 100% when getting the information from a source such as observation since the information will be based on the actual activity of the target audience.
Secondary research====> Accuracy
Secondary research is mainly accurate however when taking information from the Internet some websites may be altered meaning that the information will be inaccurate.
Fitness for purpose
Secondary research provides a range of information as it contains more information that is already published.
Cost
Researchers often use secondary research as getting this information is much less expensive since primary research requires more input and time.
Time
Secondary research takes less time to conduct than primary research as the information is already provided.
Response rate
The response rate differs because when comparing the Internet has a higher response rate than the library as the information is easy to access and as the information on the Internet is constantly updated.However if the information on the Internet is altered this means that the response rate will be a low percentage.
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