Section 5- Be able to evaluate research data used by media institutions

Evaluate research data used by media institutions

Primary Research- Primary research is new research, carried out to answer specific issues or questions. It can involve questionnaires, surveys or interviews with individuals or small groups.

Secondary Research- Secondary research makes use of information previously researched for other purposes and made publicly available. For example; Internet, Books, Journals, Magazines, Newspapers and Television.

Quantitive Data- Quantitative data is information about quantities; that is, information that can be measured and written down with numbers. Some examples of quantitative data are your height, your shoe size, etc.....

Qualitative Data- Qualitative data is typically descriptive data. Qualitative data includes virtually any information that can be captured that is not numerical and is more opinion based.

Circulation- The number of people who purchase a print product. 

Examples of qualitative and quantitive questionnaires:

Types of examples that are media related: Reviews (Qualitative), Box Office, budgets and fan ratings (Quantitive).



Primary Research Advantages- Accurate information and you acquire everything that is relevant to you and the questions that you ask.

Primary Research Disadvantages- It is expensive to collect the data, and it often takes a long time to process the information.

Secondary Research Advantages- It is very quick because all the research is done for you and it is not very expensive. 

Secondary Research Disadvantages- It can be inaccurate as the information could be false and the data may not be specific to the researchers needs and you may not find what you're looking for. 

Quantitative Advantages- Can allow for greater objectivity and accuracy of results. 

Quantitative Disadvantages- Results are limited as they provide numerical descriptions rather than detailed narrative and opinions.

Qualitative Advantages- 

• Provides depth and detail : Looks deeper than analysing numbers and results by recording attitudes, feelings and behaviours.
• Creates openness: Encouraging people to expand on their responses.

Qualitative Disadvantages

• Usually fewer people studied: Collection of qualitative data is generally more time consuming than quantitative data collection and therefore unless time, staff and budget allows, it is generally necessary to include a smaller sample size.