LA3: Know about research methods
Primary research
Qualitative research
Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations. The sample size is typically small, and respondents are selected to fulfill a given quota.
Quantitative research
Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population. Quantitative Research uses measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods include different types of surveys, interviews, telephone interviews, online polls, etc.
Primary research is research you conduct yourself. It involves going directly to a source (usually customers and prospective customers in your target market) to ask questions and gather information. Primary research gives you a lot of specific results. For example, a focus group would be asked specific questions that you help design so the information is very targeted to your needs. More examples include: interviews, surveys (in person or online), focus groups, etc. An important advantage is that data collected first hand and is accurate.
Secondary research
Secondary research or field research is a research method that involves using already existing data. Secondary research includes research material published in research reports and similar documents. These documents can be made available by public libraries, websites, data obtained from already filled in surveys etc. Secondary research is much more cost-effective than primary research, as it makes use of already existing data. Examples include: public libraries, data available on the internet, documentaries, etc.Qualitative research
Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations. The sample size is typically small, and respondents are selected to fulfill a given quota.
Quantitative Research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population. Quantitative Research uses measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods include different types of surveys, interviews, telephone interviews, online polls, etc.
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