2.4 Research Methods, Sources, Data

Question 1

Quantitive data

Answer 1

data that can be counted or measured in numerical values

Question 2

Qualitative data

Answer 2

data which is not based on numbers, can involve the use of yes/no or multiple choice

Question 3

Source

Answer 3

Place where information originates

Question 4

Reliability

Answer 4

How consistent and accurate data is

Question 5

Data

Answer 5

Facts or statistics collected for reference or analysis

Question 6

Primary research

Answer 6

First-hand accounts, data, and opinions of something. Information directly from the source
Eg.
-focus groups
-interviews
-surveys
-questionnaires

Question 7

Secondary research

Answer 7

Information which is second- hand interpretation or recollection of information
Eg.
-books & journals
-magazines/ newspapers
- internet searches
-TV

Question 8

Primary data strengths vs weaknesses

Answer 8

Strengths:
-up to date
-data is not available to others
-detailed responses
Weaknesses:
-participants may not tell the truth
-expensive
-not representative of a population

Question 9

Validity

Answer 9

How factually correct something is

Question 10

Focus group (primary)

Answer 10

A group of people who meet to discuss an idea product or campaign before it is produced

Question 11

Strengths and weaknesses of secondary research

Answer 11

Strengths:
-convenient
-cheaper
-less time
Weaknesses:
-could be outdated
-lack detail/ incomplete
-inaccurate data