This document discusses different types of research techniques that can be used to research the impact of gender representation in music videos. It outlines primary and secondary research, as well as quantitative and qualitative research. Primary research involves original data collection through interviews, surveys, or focus groups, while secondary research uses previously collected data from sources like books and websites. Quantitative research relies on measurable data and statistics, whereas qualitative research focuses on opinions and attitudes. Examples of sources that could be used are also provided.

1. UNIT 3 – Research Techniques

2. Aims & Objectives – Todays Lesson
• You will understand the difference between secondary/primary
research & quantitative/qualitative research.
• You will be able to identify different sources of research, and
there benefits;
• You will understand the different purposes of research and their
benefits

3. Research Brief
You have been asked to research the impact of
the representation of gender in contemporary
music videos
The research will be used for a new
documentary to be shown in schools & colleges.

4. Where to start?
Primary Research
Original research to obtain new information using
techniques such as interviews, questionnaires and
focus groups.
Secondary research
Research using information already gathered by
other people or organisations. Often available in
books, magazines and websites.

5. Quantitative research
Research based on measurable facts and
information that can be counted, producing
numerical and statistical data.
Qualitative research
Research that is based on opinions, attitudes
and preferences, rather than facts and figures.

6. Willis (1990)
“Pop stars are, to some extent, symbolic vehicles
with which young women understand themselves
more fully, even if, by doing so, they partly shape
their personalities to fit the stars alleged
preferences”

7. • How many have watched this video?
• How many of you liked this music video?

11. • http://www.glamour.com/health-fitness/2011/02/shocking-body-image-news-
97-percent-of-women-will-be-cruel-to-their-bodies-today

12. • https://www.gov.uk/government/uploads/system/uploads/attachment_d
ata/file/203405/130501_body_confidence_progress_reportv03.pdf