Types of data and research

Primary research is research you do yourself, an example of primary research would be questionnaires or an interview.

Secondary research is research that has already been conducted by somebody else, and this information is easy to access via the internet or books.

The pros and cons of primary research

Pros Cons More reliable Selection of opinions Quick and easy Cheap Accessible Enables you to ask more

specific questions

Answers may not be true A questionnaire may not

get completed if you’re getting information like that

Less chance to get specific info

Might be expensive (might have to pay people to take part part)

The pros and cons of secondary research

Pros Cons Very quick and easy No cost Can be used to prove a

point There is a wide range of

ways to get information such as questionnaire or survey

Can be difficult to get specific information.

Might not have all of the information that you need

Note all the date found could be true unless from a reliable source

The information may be old, so it is invalid

Pros and Cons of Quantitative data

Quantitative research is about asking people for their opinions in a structured way so that you can produce hard facts and statistics to guide you. To get reliable statistical results, it's important to survey people in fairly large numbers and to make sure they are a representative sample of your target market.

Pros Cons

•Deals with numbers.•Data which can be measured.•Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.

Not descriptive Time consuming Difficult to get people

involved You only get one

perspective

Pros and Cons of Qualitative Data

Qualitative data is typically descriptive data and as such is harder to analyze than quantitative 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).

Pros Cons

•Deals with descriptions.•Data can be observed but not measured.•Colours, textures, smells, tastes, appearance, beauty, etc.

• Time consuming• Difficult to get people involved• You only get one perspective