Definitions of the basic terms in research

Qualitative data is where the thoughts feelings and opinions of an individual or a group is taken into account. For example within media someone could be interviewed about a film e.g. ‘The Titanic’ and could be asked for their opinion on it, this data would then be taken down as qualitative data.

Quantitative data is numeral data that can be taken down in vast quantities. An advantage of quantative is that data can easily be compared with each other.

Primary research is usally the first thing to be carried out after an initial insight into the issue. However the way it is carried out comes in various forms for example telephone calls, direct observation, interviews. Primary data is much more reliable than secondary data because we know it has been collected first hand and have evidence to support that.

Secondary research is usually the second thing to be carried out after primary research. Secondary data is availiable through publications or reports. When using secondary data there is no need to start from scratch because he/she is using data that has already been collected by individuals or organisations.


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