Primary Research Methods The advantages and disadvantages 1222020

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Primary Research Methods The advantages and disadvantages 12/2/2020 http: //www. educationforum. co. uk

Primary Research Methods The advantages and disadvantages 12/2/2020 http: //www. educationforum. co. uk

Questionnaires l A questionnaire is a research instrument consisting of a series of questions

Questionnaires l A questionnaire is a research instrument consisting of a series of questions and other prompts for the purpose of gathering information from respondents. 12/2/2020 http: //www. educationforum. co. uk

Advantages and Disadvantages of Questionnaires Advantages The responses are gathered in a standardised way,

Advantages and Disadvantages of Questionnaires Advantages The responses are gathered in a standardised way, so questionnaires are more objective l Generally it is relatively quick to collect information using a questionnaire. l Potentially information can be collected from a large portion of a group. l 12/2/2020 http: //www. educationforum. co. uk

Advantages and Disadvantages of Questionnaires Disadvantages l l l 12/2/2020 Low response Often well

Advantages and Disadvantages of Questionnaires Disadvantages l l l 12/2/2020 Low response Often well below 50% for postal questionnaires Therefore not representative Respondents might misunderstand or misinterpret the questions Answers may be incomplete, illegible or incomprehensible Closed questions limit what respondents want to say – lack of validity http: //www. educationforum. co. uk

Interviews l Here the interviewer goes through the questions and records responses 12/2/2020 http:

Interviews l Here the interviewer goes through the questions and records responses 12/2/2020 http: //www. educationforum. co. uk

Advantages and Disadvantages of Interviews Advantages l l l l 12/2/2020 Response rate is

Advantages and Disadvantages of Interviews Advantages l l l l 12/2/2020 Response rate is good Interviewers can help to explain things This can result in more information Good for : facts : Comparable data : quantitative data reduced interviewer bias http: //www. educationforum. co. uk

Advantages and Disadvantages of Interviews Disadvantages l More expensive – training and paying interviewers

Advantages and Disadvantages of Interviews Disadvantages l More expensive – training and paying interviewers l Cost increases if the sample is spread over a large area l Interviewer bias can affect responses l Takes more time than a postal questionnaire 12/2/2020 http: //www. educationforum. co. uk

Group interviews l The interviewer usually meets 8 -10 people at one go l

Group interviews l The interviewer usually meets 8 -10 people at one go l Focus groups are a type of group interview where the group discusses various pre-set issues 12/2/2020 http: //www. educationforum. co. uk

Group interviews - advantages l Focus groups are becoming more popular l Can produce

Group interviews - advantages l Focus groups are becoming more popular l Can produce rich qualitative data 12/2/2020 http: //www. educationforum. co. uk

Group interviews - disadvantages l Individuals can be influenced by the group l Individuals

Group interviews - disadvantages l Individuals can be influenced by the group l Individuals may feel that they haven’t had a chance to give their own view l Individuals may dominate the group interview 12/2/2020 http: //www. educationforum. co. uk

Conducting Audience Research Identify your target audience. 2) Decide how you will find out

Conducting Audience Research Identify your target audience. 2) Decide how you will find out your audience’s needs – which research method will you use? 3) Design your research – come up with appropriate questions. 4) Conduct your research and record responses. 1) 12/2/2020 http: //www. educationforum. co. uk

Secondary Research l Secondary research involves the summary, collation and/or synthesis of existing research.

Secondary Research l Secondary research involves the summary, collation and/or synthesis of existing research. 12/2/2020 http: //www. educationforum. co. uk

Conducting Secondary Research Identify your nearest competitor 2) Analyse 3 of their magazine front

Conducting Secondary Research Identify your nearest competitor 2) Analyse 3 of their magazine front covers 3) Analyse the types of articles commonly used in the magazine 4) How does this inform the planning of your own magazine? 1) 12/2/2020 http: //www. educationforum. co. uk

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