Tag Archives: Primary research


Primary research is a way of collecting new data from the public and then taking this data back to the companies who gather it all together, analyse it and then put the research into action using it for their own benefits. The data is collected from the public through questionnaires, surveys and interviews with small groups of people.

Does Violent Media Content Cause A Violent Society?

I conducted some research to find out how students behaviour may have been impacted by media and more closely by violent content.  The research found online suggests that violent media has a greater impact on males and coincidentally the random group selected to fill out the questionnaire included more males.  All students that took the questionnaire watch or play violent content, and over half said they do copy actions seen within the content.  These actions refer to uses and gratification, people copying content seen, this time not in a positive way.  The survey disproved cultivation theory; some have found similar situations to the media they watch but the majority don’t come across them stating that the fictitious world remains exactly that, fictitious.  The content of the media products is seen to be subjective where the students have questioned what is happening and relating it to their own lives with the majority opting for a violent approach should the situation be real in their own lives.

The questionnaire response from students that watch or play violent media content provides evidence supporting the theory that violent media content can affect violence in society!

Results From the Student Questionnaire – Does Violent Media Content Cause A Violent Society?

Watch/Play Violent Content Examples of situations similar to films or games
Gender Hollyoaks student behave like real college students
Male 10 Robbing a bank
Female 5 Abuse
Watch/Play Violent Content Stealing a car/hit and run
Yes 15
No 0
Copy Elements Seen?
Yes 8
No 7
Find Situations Similar to Content?
Yes 4
No 11
Act Aggressively Similar to Content?
Yes 7
No 8
Think What You Would Do in Similar Situation
Yes 12
No 3
If Yes – What would you do?
Fight 6
Flight 4
Depends 2

Questionnaire Feedback, Primary Research

We created questionnaires basing on who our audience is, we created questions that we felt would appeal to the age group we were targeting (16-19), this is so hopefully find the humour side to the questions and would be happy to answer.

We originally created the questionnaires to be handed out to varied classes that fitted within the age groups and those interested in media, so our tutor took on the questionnaires and handed them out to their classes, but to try and grasp more feedback on the questions I created an online survey, but this came with a default as the usual site we would use (survey monkey) was out of use when we wanted to use it, so with the site we used, they only allowed a certain amount of days until the questionnaire becomes unseen from the holder (so I couldn’t access the vital information) unless I upgraded. Before however we uploaded the survey link onto Facebook, so the user could have access to it, but as we only want 16-19 year olds to reply I only sent the link out onto pages where I new the target audience would be the required audience.

Also to try and grasp more audience we created a video, which was created by myself and other members of our group. Within the video there was a voice over (James), speaking out the questions where there would be matching images overlaying the audio. We then created a QR to be pasted on the questionnaires to see if they would scan when the audience answered the questions.

The Feedback:

Males = 16

Females = 16

Age 16  = 4

Age 17 = 13

Age 18 = 6

Age = 5

Other = 4

Ethnicity  – White/British = 27       Asian = 1         Did not take seriously = 4

Transport – Walk = 8                     Car = 7 Bus = 7          Mixture = 10

Q1 – A = 20               B = 0               C = 11            D = 1

Q2 – A = 27               B = 2               C = 0              D = 3

Q3 – A = 1                 B = 25             C = 5               D = 1

Q4 – A = 2                 B = 10            C = 17             D = 3

Q5 – A = 2                 B = 7               C = 20            D = 3

Q6 – A =14                B = 5               C = 3               D = 10

Q7 – A = 0                 B = 14             C = 8              D = 10

Q8 – A = 1                 B = 24             C = 6               D = 1

Q9 – A = 26               B = 7               C = 2               D = 1

Q10 – A =2                B = 21             C = 6               D = 2

Q11 – A = 0               B = 8               C = 4               D = 19

Q12 – A = 1               B = 7               C = 22             D = 1

Q13 – A = 11             B = 9               C = 3               D = 8

Q14 – A = 20             B = 2              C = 0              D = 9

QR Codes Scanned  – Yes = 4     No = 19          N/A = 9

We didn’t get many responses from the YouTube channel relating to the video we created, which is showing that not many people scanned the QR code, which was displayed on the front sheet of the questionnaire. So for the future we would need to consider maybe labelling the QR code so our audience would know what’s included within the code. As the video on YouTube has 18 views (4 from our audience from the questionnaires), it shows that other people have checked out the video, but as there are not many views overall, maybe we should have considered creating more tags, so more people will then have access to watch the video. Even though we had 18 responses we still did not get any comments, which defeated the concept as we wanted people to tell us which character they would be so we would then have a concept on the most they selected i.e. A, B, C or D so we would then have a base on what that person, likes, does etc.

By looking at the feedback the general answers were:

Q1, Most do not have body modifications

Q2, Most wears their jeans around the waist

Q3, Most do own a Tumblr account

Q4, Most use Facebook quite a lot, they like to know what’s going on

Q5, Most scroll through their news feed until they get bored

Q6, Comedy is mostly their favourite genre

Q7, Most watch 1-5 hours of T.V a week

Q8, Most change their profile pictures occasionally

Q9, Most will pick up the wallet and give it back to the owner

Q10, Most drink once in a while

Q11, Most use YouTube for other things

Q12, Most would charge all of their gadgets  . . . technology heaven

Q13, Most would go outside and live if their Internet goes off

Q14, Most would take matches and food to a desert island

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.

Primary Research

Primary Research is taken straight from the source, e.g. audio recordings, photographs, newspapers or letters. Someone who has had a first-hand experience of the event creates these. Questionnaires would be primary research as the information is given directly from the source to those who are collecting it, meaning that it is correct and not tampered with.

Qualitative, Quantitative, Primary and Secondary


This is where members of the general public, most predominantly the products target audience; express their opinions and views about a product, whether this is in terms of an advertising campaign for the product or a review of the final product itself. Qualitative research take form in many different ways to allow the public to express themselves such as reviews on blogs, websites and newspapers, responses to news coverage, discussions about a product and fanzine websites for dedicated fans of a product who are at the core of keeping a product going throughout the years. This type of research allows companies to take on board any concerns the target audience may have with a product and correct them in the current product, or their next product, allowing the company to make a more likely successful product. In addition, this also makes the target audience feel as if they are respected by the companies whilst also having their views recognised.


This is where data, such as numbers, is used by companies to discover how popular their product is based on factors such as programme ratings, hits on websites, such as Youtube and Vimeo, box office figures, if the product is a movie, and cd and dvd sales when the product is released. This can be extremely helpful to companies, if they are making a new product, as they can use information from similar products to their own to decide on factors such as what target audience would the product be best suited for, how they could engage a new target audience and how the product should be advertised based on similar products which have, or not have been successful. Furthermore, a company can used figures from their own product to determine how successful their product has been, which in addition, would lead the company to use qualitative research to see how the figures has been stacked up, based on the opinions of their target audience.


This is where companies go about acquiring data and information, which has not already been discovered, from their target audience based on the type of product that the company is trying to promote and sell. This can take form in many ways such as surveys, questionnaires, focus groups and observations. This way of researching is very effective as it allows the company to understand what their target audience want from the product whilst also understanding how it would be best to promote their product to their target audience to ensure that the product becomes a success.


This is where companies use data which has already been collected or generated from a different group or company. This can take many forms including books, newspapers, journals, photographs and statistics. This is also very effective as this allows the company to gain valuable information which can also help them decide on a number of factors such as how the product should be promoted to their specific target audience and what time of year would it be suitable to release their product.

Quantitative, Qualitative, Primary & Secondary Research-What Are They?

Well first of all quantitative is a large quantity of detailed research and findings. Qualitative is the quality of the research, meaning is the information relevant and appropriate enough and is it formal or informal. Usually formal pieces of research usually provide better quality research than informal research does. Quality is always better than quantity though.

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Quantitative, Qualitative, Primary & Secondary Research-What Are They?

Well first of all quantitative is a large quantity of detailed research and findings. Qualitative is the quality of the research, meaning is the information relevant and appropriate enough and is it formal or informal. Usually formal pieces of research usually provide better quality research than informal research does. Quality is always better than quantity though.

Continue reading