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  2. 2. QUANTITATIVE RESEARCH In the social sciences , quantitative research refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques. The objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides the fundamental connection between empirical observation and mathematical expression of quantitative relationships. Quantitative data is any data that is in numerical form such as statistics, percentages, etc. In laymans terms, this means that the quantitative researcher asks a specific, narrow question and collects numerical data from participants to answer the question. The researcher analyses the data with the help of statistics. The researcher is hoping the numbers will yield an unbiased result that can be generalized to some larger population.
  3. 3. QUALITATIVE RESEARCH Is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts. Qualitative researchers aim to gather an in-depth understanding of human behaviour and the reasons that govern such behaviour. The qualitative method investigates the why and how of decision making, not just what, where, when. Hence, smaller but focused samples are more often needed than large samples.
  4. 4. Secondary Research Secondary research (also 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. The term is widely used in medical research and in market research . The principal methodology in medical secondary research is the systematic review, commonly using meta-analytic statistical techniques, although other methods of synthesis, like realist reviews and meta-narrative reviews, have been developed in recent years. Such secondary research uses the primary research of others typically in the form of research publications and reports.
  5. 5. Primary Research Primary research consists in research to collect original primary data. It is often undertaken after the researcher has gained some insight into the issue by collecting secondary data. This can be through numerous forms, including questionaries, direct observation and telephone interviews amongst others. The term primary research is widely used in academic research, market research and competitive intelligence. There are advantages and disadvantages to primary research.
  6. 6. Self-generated Self-generated research when you are collecting research through your own video, audio or photographic records of events. Its an important type of research to be able to master for students because a lot of school/college projects that you will be faced with over the years will require you to collect data on your own material.
  7. 7. Audience Research Audience research is all about collect information about who your target audience are for a product, service or presentation/pitch. Your target audience is such an important part for any type of project because they are the people who will potentially see/buy/use your product. For students, this is a must to learn as especially in media studies you will need to know how to do this type of research for your studies.
  8. 8. Market Research Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that marketing research is concerned specifically about marketing processes, while market research is concerned specifically with markets. Market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyse the market need, market size and competition.
  9. 9. Production Research Production research basically involves finding information that can be used to explore the many if not all the facets of a play: its context in our world, author, and the world of the play, critical analysis and interpretation, production history, images and sounds, and sources, influences, and analogues.