REASERCH TECHNIQUES

1. Nature and purpose of
research techniques.
By Munirba

2. The purpose of research
• Audience research is conducted to review the audiences behaviour thoughts,
knowledge and interests. We do this research to maybe get a better insight of target
audiences. Categories vary as there are different ones for different situations such as
age, martial status, geodemographic or religion.
• Market research ‘ can help to reveal key aspects of the competitors' products,
services, marketing strategies, and target audience. Using this information within
your own campaigns can help to lead in the market over your competition and add
value to your business or brand ‘
(http://www.marketingprofs.com/opinions/2013/23874/five-reasons-why-market-
research-matters-and-five-tips-for-using-it)
• Production research the main reason why companies do production research is to
help them decide how many factories will be affected by their product. One
company will have to research how it would be best to show their product to the
target audience.

3. Types of Research
• Quantitative data – is data that is measured by numbers (numerical
data) e.g. how many, how much or how often
• Qualitative data – ‘ Qualitative research is useful for studies at the
individual level, and to find out, in depth, the ways in which people
think or feel (e.g. case studies). ‘
(http://www.simplypsychology.org/qualitative-quantitative.html)

4. Methods of research
• Secondary data – This is data, that is researched for on the internet,
library or even archive data.
- Secondary data is used because it is less time consuming and no
money is spent, is it also easy to access therefore the person does not
need to research. But this data can also be un reliable which could
cause problems.
• Primary data – this is data that is researched by someone first hand
i.e. data that someone research for with questionnaires, surveys,
interviews, observations, case studies and focus groups.
- Primary data is used by people who do first hand research this
research tends to be more reliable for the person, the data will also be
specific to their needs.