Media Studies – Common skills and understanding | e-Consult
Common skills and understanding (1 questions)
Login to see all questions.
Click on a question to view the answer
Answer: Primary research involves collecting original data directly from sources, whereas secondary research uses existing data that has already been published.
Examples of primary research:
- Conducting a questionnaire with viewers about their viewing habits.
- Running a focus group to discuss reactions to a new advertising campaign.
Examples of secondary research:
- Analyzing audience figures from the Broadcasters’ Audience Research Board (BARB) reports.
- Reviewing academic journal articles on media effects theory.
A student might choose primary research when existing data do not address the specific research question, when up‑to‑date attitudes are required, or when the study aims to explore a new phenomenon that has not yet been documented.