2. Methods of Research
Method Definition Advantage Disadvantage
Primary
Collection of original data by
a researcher e.g.
questionnaires, TV interviews,
experiments.
Addresses specific ideas as
the researcher controls the
search design to fit their
needs. It also allows greater
control over how data is
collected.
It can be expensive. It is much
more time-consuming as
plans have to be prepared and
by the time this is completed
the data may be out of date.
There may also be a low
response rate.
Secondary
Collection of already
compiled data e.g. existing
surveys on the same subject,
newspaper/magazine articles
or journals on the same
subject.
It is cheaper to conduct and is
easier to gain conclusions
from. It also allows research
over a wider range than
primary research.
The data collected could be
incorrect or just out of date.
Not all the data collected
could be relevant to the
subject.
Quantitative
Collection of data something
is being counted.
It can provide a lot of
information and is easier to
compile into graph or chart
form. It can also be used over a
much larger area.
It is costly and may not be
necessary for the type of
research. It also has to be
carried out frequently to be
consistently accurate due to
the fluidity of statistics.
Qualitative
Investigation of subject
through statistics,
mathematical data and/or
computer techniques.
It allows a better
understanding of the target
audience because questions
start with “why”. It is also
cheap due to its small scale.
Only a small amount of data
can be collected and so is not
representative of the
population. It also does not
allow the inclusion of
statistical data.
3. My Research Method
• For Unit 18, I used primary research because I looked at real web banners on
YouTube and watched real chewing gum adverts.
Web banner
4. My Research Techniques
• I used the internet for Unit 18 because it is a wide-ranging and easy to access source of
information, which was useful in looking at web banners which I needed for help in designing
my own. I also used videos to see other gum adverts and compare them to my designs, so
that I could achieve a sense of authenticity. I also used recces to determine where my advert
would be filmed.
Web banner
Gum Ads
5. Storing Information
• I collated the information by using a Word document to list all the websites I
visited to research my gum.
• For example, I used Google Images to find a picture of a web banner on YouTube
and to find images of chewing gum packaging.
• I also visited Wikipedia to find out which brands of gum were owned by which
companies.
• After researching brand ownership, I visited several of the websites of the major
gum manufacturers including Wrigley.com, Cadbury.co.uk and Hershey.com.
• I then went to YouTube and looked at chewing gum adverts.
6. Applying the Research Methods
• If I was creating a reality TV show then I would use primary research to ask the target
audience specific questions relating to the programme e.g. “What kind of person would you
like to see on it?” I would do this by distributing questionnaires among the target audience
and having votes on elements of the show.
• I would use secondary research to find out what audience reaction has been to previous
programmes of the same type. For example, I would go through past surveys, audience
ratings and critics reviews to find out if the show was commercially viable. This would tell the
production executives if it was worth spending the money on the show before production
started.
• I would utilise qualitative research to gauge audience reception to the pilot episode of this
show. I would use ratings to count how many viewers there were and this would tell me
whether to continue with the series.
• Quantitative research would be useful because after focus groups and surveys had been
conducted, the data could be condensed into a graph which would aid in statistical analysis.
This would help executives decide whether it was worth airing.
