THE PURPOSE OF RESEARCH
• Research has many purposes. Three of the most common and useful
purposes, however, are exploration, description, and explanation.
• Exploratory research is done through the use of focus groups or small group
discussions, which are frequently used in market research. Exploratory studies are
essential when a researcher is making something different.
• Another major purpose of social research is to describe situations and events. The
researcher observes and then describes what he or she observed.
• A third major purpose of social research is to explain things. For example,
reporting the crime rates of different cities is descriptive. Knowing the variables
that explain why some cities have higher crime rates than others involves
In Primary research, there is no data available for you, meaning you have
to start from scratch. The data is collected through many ways including:
• Interviews with individuals or small groups.
You use primary research if you want to have full control of the data and
the methods used to collect it. Primary research allows you to talk about
a specific topic and this saves you time and also gives you more
appropriate data to work with.
The primary research I would do is as follows:
• I would gather a few focus groups which would include different
audiences meaning I can get an overall feel of what makes a good advert.
• I would ask my different focus groups if they like the product I’m making
an advert on and if it would be a good idea to use that specific product.
• I’d also ask the focus groups what makes a good advert and what makes
them remember it better than others.
You can also use primary research to create interviews, surveys &
questionnaires, in which you can ask quantitative & qualitative questions.
Quantatitive questions are closed questions with multiple choice answers, yet
answers are prewritten.
Qualitive questions are open questions, with no set answers, to get more quality
out of peoples answers.
My research is going to be quantitative because I am
going create a questionnaire for my focus groups and
ask questions related to the ones on the previous slide
which I will then load onto pie charts.
As I am going to create a questionnaire for my primary research, I will
include a variety of open and closed questions as people may not have a lot
of time to spare.
I will try to keep the questionnaire as simple and short as possible, without
loosing any vital research data.
I think the best way to gather my data will be to publish the document online
and but also hand out hard copies for people to fill out.
I am going to hand out the hard copies to students in my classes as this may
help the reliability of my results as they have most likely tried the drink
Secondary research is research that is carried out with already existing
data. It uses resources such as books, magazines, journals, newspapers
as well as others.
Secondary research is important because I would be able to use
material from other researchers. It is also cheaper and time-saving
compared to primary research.
The benefits of using secondary research are as follows:
Save time and money
May provide information and access to historical data
May be used to prove or disprove an argument or theory
May be useful for putting the research into context
I intend to find information about how successful the product is. I would look
into books and websites which are to do with the product itself and compare
statistics with other soft drinks in the market at the moment.