This document defines various research terminology and types of research. It discusses the differences between primary and secondary research, quantitative and qualitative research, audience research, market research, and production research. It also defines objective and subjective research and valid and reliable research. Finally, it provides examples of how to reference different sources using the Harvard referencing style.

1. Research
Adele Rolf

2. Terminology
 Circulation
circulation is how many copies of a print product that has been distributed.
 Hits
This means how many times of a certain webpage has been viewed.
 Box Office Figures
Box office figures means how much money a film has made at the cinema.
 Ratings
Ratings is how something has been rated. For example, 5 stars, 95% and 4/5.
 Sales
this means how many products have been sold.

3. Primary Research
 Definition
primary research is information that you have stared and gathered by
yourself.
 Advantages
You know all the research you have stated is correct and you can also update if needed.
 Disadvantages
Setting up your own research can be very time consuming. You also have to
gather you information and then present it.
 Example
A good example of primary research is face to face interviews, this very
useful because you can ask specific question.

4. Secondary Research
 Definition
The definition of secondary work is studying work that has already been researched.
 Advantages
The research had already been found so you just need to look through the work and pick out section
you want to use.
 Disadvantages
With the research already been done for you it may not contain all the information you need.
Another disadvantage would be that the information might not be easy find and might take
longer than expected.
Example
You can do secondary research using the internet or library.

5. Quantitative Research
 Definition
Quantitative research is based on the science tradition of studying aspects of human reality
with empirical proof.
 Advantages
The research results are relatively independent of the researcher so that you can modify it if
need be.
 Disadvantage
A disadvantage is that the researcher’s categories that are used might not reflect local
constituencies understandings.
 Example
You can measure how many women there are in room using numbers. You can can also measure
peoples action using specific actions.

6. Qualitative Research
 Definition
Qualitative Research is where you research in more depth. For example finding out opinions and the benefits. you
would also need to present the research in full text and also reflect and expand their answer.
 Advantages
Interviews are not limited to particular questions and can be redirected or guided by researchers in real time
Complexities and subtleties about the subjects of the research or the topic covered is usually missed by many
positivistic inquiries.
 Disadvantages
The quantity of data makes interpretation and analysis very time consuming. Finding research can also be
time consuming and difficult to present in visual ways.
 Example
An example for Qualitative Research is a review for a video game.

7. Audience Research
 Definition
Any communication research that is conducted on specific audience segments to
gather information about their attitudes, knowledge, interests, or behaviours with
respect to prevention issues.
 Advantages
An advantage is finding out who the audience is and finding out the needs of the
audience
 Disadvantages
A disadvantage of audience research as that its quite time consuming.
 Example
There are many examples of audience research such as surveys, questionnaires,
discussion groups and interviews.

8. Market Research
 Definition
Market research is any organized effort to gather information about target
markets or customers.
 Advantages
An advantage would be it can identify and target best prospects-don't waste resources
on low potential activities.
 Disadvantages
sampling errors can have a big impact on results and lead to bad decisions.
 Example
Target markets. This is because it helps you identify the market size, demand for
product, customer characteristics and customer satisfaction.

9. Production Research
 Definition
The definition of product research would be a Component of market research whereby the
characteristic of a good or service, that will satisfy a recognized need or want are identified.
 Advantages
An advantage would be that Product research helps to explain the features of the product.
Another advantage would be It widens market for the product and also creates goodwill for
the product and its manufacturer.
 Disadvantages
A disadvantage would be that it can be very time consuming.
 Example
An online library so that you can find out information about what books you want to buy/went
out.

10. Terminology
 Objective
 Research that is not effected by feelings or personal opinions.
 Subjective
 Research that had been influenced by feelings and opinions
 Valid
 Deciding whether or not the research proposed will be able to
answer the outcome.
 Reliable
Research that has accurate information and has consistent results.

11. Harvard Referencing
1. Film James Wan(2015) Fast and furious 7.
2. Book Chris Columbus (2001) Harry Potter and the
philosopher's stone
3. Website Jimmy Wales and Larry Sanger (2001)
Wikipedia
http://www.bing.com/search?q=who+made+wikipedia&qs=AS&pq=who+made+wik&sc=8-
12&sp=1&cvid=76c5e3e9881b445584aa236d255910d2&FORM=QBRE&adlt=strict
4. Magazine Arthur Turnure(1910s) Vogue
http://www.vogue.co.uk/