evaluating primary research

8/2/2019 Evaluating Primary Research

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EVALUATINGPRIMARYRESEARCH

By Monique Todd

Assignment 1 task A


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WHATDOES PRIMARYRESEARCHMEAN?

Primary research is when you find your own informationthrough using your own knowledge and research which youdo, for instance, asking people questions and carrying out

questionnaires and interviews. Primary research is thecomplete opposite to Secondary research which instead ofusing your own knowledge consists of using books and theinternet etc. Primary research is a lot more reliable than usingsecondary research because its more precise as sites such as

Wikipedia is not always a reliable source to use because itcan be easily edited. The only disadvantage of using primaryresearch is that it costs more for example producingquestionnaires or paying someone to hand the questionnairesout but you know by using your own knowledge your less

likely to go wrong.


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USINGOPENANDCLOSEDQUESTIONS

Open questions: An open-ended question is designed to encourage afull, meaningful answer using the subject's own knowledge or feelings. It isthe opposite of a closed-ended question. Open-ended questions also tend tobe more objective and more important than closed-ended questions. Open-

ended questions typically begin with words such as "Why" and "How", orphrases such as "Tell me about...". Often they are not technically a question,but a statement which completely asks for a response.

Closed questions: A closed-ended question is a form of question whichcan normally be answered using a simple "yes" or "no", a precise simplepiece of information, or a selection from multiple choices for example Do you

know your weight or What's your height ect.


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Quantitative research:Quantitative researchis about asking people for theiropinions in a structured way so that you can produce hard facts and statistics to

guide you. To get reliable statistical results, its important to survey people in fairlylarge numbers and to make sure they are a representative sample of your target.Quantitative research is used widely in social sciences such as psychology,economics, sociology, and political science, and many others. Research inmathematical sciences such as physics is also 'quantitative' by definition, thoughthis use of the term differs in context. In the social sciences, the term relates toexperiential methods, originating in both philosophical positivism and the history ofstatistics, which contrast qualitative research methods.

Qualative Research: Qualitative researchseeks out the why, not the how ofits topic through the analysis of unstructured information such as things likeinterview transcripts, open ended survey responses, emails, notes, feedbackforms, photos and videos. It doesnt just rely on statistics or numbers, which arethe area of quantitative researchers. Qualitative research is used to gain insightinto people's attitudes, behaviours, concerns, motivations, aspirations, culture or

lifestyles. Its used to inform business decisions, policy formation, communicationand research. Qualative research is all about exploring issues and also happens inour everyday lives even if were at home.


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QUESTIONNAIREFORAMAGAZINE

1. How old are you?

2. Do you prefer a magazine to be the following.. Bright andcolourful, dull with no colour short and snappy or veryinformative?

3. Do you have a particular favourite magazine?4. Whats your favourite thing to see included in a magazine?

5. Do you prefer your magazine to include real life stories or tobe based on celebrity gossip?

6. Do you prefer cartoon images or pictures which are

informative?7. Do you like a magazine to have lots of advertisements?

8. Do you like your magazine to be full of puzzles and wordsearches?


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WHATDOPEOPLEPREFERTHEIRMAGAZINETOBELIKE

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5

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bright andcolourful

Dull with only afew pictures

short andsnappy

very informative

Male

Female

For this question what do people prefer their magazine to be like,

bright and colourfulwas voted the second highest which was obviousbecause every magazine includes bright colours to attract the readersattention if there wasnt any bright colours used in a magazine the

magazine wouldnt sell as well. The bright colours of a magazine is

what makes the magazine look a whole lot more interesting and youusually find that there's a contrast of colours which are used to standout. Very informativewas voted the most popular which is also verynormal however it was mostly voted by women which goes to showthat women prefer to read more than men. This is also shown becauseyet again there was one vote for short and snappy which goes to

show that men dont like to read heaps of information they like to keep

it concise to the point.


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WHAT'SPEOPLESFAVOURITEMAGAZINES

This pie chart shows the popularities of different magazines. Thiswas interesting to see because it gave me an idea of peoplesdifferent personalities. Each magazine are all different and uniquein there own ways they range from men's health to fashion.However most people didnt know how to answer this question

because a lot of people chose none as there option which justshows that there is many magazines in the worldwide to choose

from so people are spoilt for choice..

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0.5

1

1.5

2

2.5

Kerrang Menshealth

match ofthe day

Ok More Elle heat none

Male

Female


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WHATSPEOPLESFAVOURITETHINGSTOBEINCLUDEDINAMAGAZINE

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0.5

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1.5

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sport fashion gossip on celebs music

Male

Female

It was obvious that these would be the results for what people like to seeincluded in a magazine. The highest votes were based on sport which was onlyvoted by men so there was no surprise there as this reinforced the stereotype

that men mainly prefer to read about sport. On the other hand only Max votedmusic as his favourite thing to see included in a magazine which could justmean that maybe hes not a really sporty person and more into music. Fashion

was voted the most by women which just goes to show that women are reallywanting to keep updated with all the latest trends. This again is a stereotypicalsort of answer.However, I realise that this a small sample of people and therefore not

necessarily reflective of the whole student population.


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DOPEOPLEPREFERAMAGAZINETOINCLUDEREALLIFESTORIESORJUSTTOBEBASEDONCELEBRITY

GOSSIP

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0.5

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1.5

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2.5

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3.5

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4.5

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real lifes stories celebrity gossip

Male

Female

This question was quite interesting because in mostmagazines the majority of them are mainly based on celebgossip however real life stories was voted the most bypeople men in particular. It wasnt unusual that men voted

real life stories rather than celeb gossip because celeb

gossip is aimed at women. This is stereotypical becausesome men might like to read the latest gossip but we justassume that they only like to read sport ect. There was afew votes from women for celebrity gossip but morewomen chose real life stories which was actually really

fascinating to see it just goes to show rather than listeningto whos the latest celebs dating or who's had plastic

surgery women like to actually read about the reality ofwhat people go through and it inspires them more.


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DOPEOPLEPREFERCARTOONIMAGESORPICTURESWHICHAREINFORMATIVE

For this question which I asked men and women cartoon images wasmore so popular then informative images accept cartoon images waspicked by 5/5 of the boys. This was likely to happen because boyshave a different level of maturity to women and they prefersomething maybe more funny and animated to capture there eyesand minds rather than something which is educational or serious.Women had chosen informative pictures which yet again is likely to

happen because informative pictures include lots of details whichindicates what the articles are really about.

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cartoon images Informative pictures

Male

Female


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DOYOULIKEAMAGAZINETOHAVELOTSOFADVERTISEMENTS

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lots of advertisements

none

Female

Male

This question included a variety of different answers although thisgraph isnt entirely clear we can still see an outline of the votes which

people took. The question do you like a magazine to have lots of

advertisements was mainly answered no this was specially by the men

which is understandable because the majority of the products which areadvertised in magazines are based on more women's products ratherthan men's such as perfumes or the latest trends. Most womenanswered that they did like advertisements to be included in amagazine because it encourages them to go shopping and keep up

with the latest fashion.


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DOPEOPLELIKEAMAGAZINETOBEFULLOFPUZZLESANDWORDSEARCHESECT.

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0.5

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1.5

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2.5

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full of puzzles andworsearches

none

The bar chart shows the results on which if people prefer their magazinesto be full of puzzles and word searches or to not have them included atall. The light pink colour represents the male votes and the dark red

represents the female votes. The results for this question showed thatmore men than women liked puzzles and word searches to be included ina magazine which shows that they prefer maybe a challenge orsomething which keeps then motivated rather than just sitting readingabout peoples lifestyles. I wasnt sure which would most likely score the

most votes but It has made me realise a lot more between the differences

of men and women.


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INTERVIEWQUESTIONSFORMEDIA

1. When you walk into a shop what makes a magazine stand out to you andwhy?

2. If you had the chance to improve a magazine which would you choose?

3. Which famous celebrity inspires you the most?

4. Whats your favourite genre of films you like to watch?

5. What music do you like listening to and how might this relate to how youfeel?

6. Would you say that if magazines didnt include advertisements the products

which are advertised wouldnt be as successful?

7. What to you makes a good television programme enjoyable to watch?

8. Do you prefer to see fashion/sport in a magazine rather than gossip

Why does this interest you more?


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THESUMMARYOF THEINTERVIEWQUESTIONSI personally think that the interview questions were much more interesting than the questionnairesbecause I actually got a insight into peoples personalities such as the music they listen to ,or the sort offilms they like watching. By just interviewing people and asking these sort of questions such as whichcelebrity inspires you. I was able to really get to know people more.

The question Which celebrity inspires you? was probably one of the most alluring questions I hadasked because when I interviewed Danni, Becca, Katie, Ben and Michael, the majority of them chosean actress/actor which actually they relate to whether its through similar backgrounds or someone theyfeel resembles them. Tulisa was chosen twice by Danni and Becca because the fact that shes comefrom a hard background and has made something of herself makes her unique and a role model toyoung women. However Ben chose Daniel Craig who doesnt relate to him he just thinks hes a godactor. Katie chose Cheryl Cole because like Tulisa Cheryl Cole also came from a hard background andhas made a huge success of herself.

Another personal question I asked was How does the music you enjoy listening to relate to how youfeel? each person had different answers such as Paramore, Jessie J,Adele,Tinie Tempah etc. The lyricsin these different songs some how relate to them whether its something in their everyday lives orwhether its a time where they have been through a rough patch they feel like the words match exactly

how they feel.A question I thought was really unusual was Would you say that if magazines didnt includeadvertisements the products wouldnt be as successful? Danni and Becca both gave me a contrast ofanswers but they both made really good points Danni replied to my question I think advertisements inmagazines are false like when theyre advertising a mascara for example they make the lashes lookextra long and thick but when I go to buy the mascara my eyelashes dont make any difference. Thisjust shows that products are all edited and made to look amazing so the product sells well but in fact itsfooling us all. Beccas point was that it wouldnt really make a difference if their was no advertisementsin magazines because they are advertised on billboards anyway so the product would still besuccessful.

What type of Genre do you like and why? received a unanimous result of Horror. I concluded that theyall like the suspense and impact it gives on them when watching the film. A quote from Becca was younever know what to expect with horror it keeps you off the edge of your seat. Ben also said I like thethrill of feeling scared.

Fashion and sport was also chosen to be popular in a magazine rather than gossip which is not unusualbecause these days its about keeping up with the latest trends or encouraging sport to give people themotivation. A quote from Danni,' I prefer a fashion magazine because I see things I like and it makes mewant to go shopping.

evaluating primary research

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