Primary research
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Contents |
Definition
Primary research is research where you collect the information yourself, rather than using information collected by others. Primary research can be any form of information-gathering, from searching through raw data to some form of experiment. Primary research is undertaken when there is not enough information available about the research subject. Primary research presents original research methods of findings for the first time.
Advantages and Disadvantages
Advantages
- up to date
- specific to the purpose
- collects data which no other business or research centre have
- better control
- confidential information than others so you can get information advantage because it is new and original
- it might be cheaper if you use cheaper methodology such as Survey research
- easily accessible
Disadvantages
- difficult to get information
- take long time to research (depends on topic)
- may leading wrong direction or result from the research (if the sample isn't enough or if you choose wrong methodologies for your research)
- data used can be biased
- difficult to validate
Methodologies
- Face to Face surveys are quantitative research, which allows for generalisations if there are enough individuals surveyed. Face to face surveys can contain open ended questions as well as pre-coded questions. Face to face is usually used for the gathering of sensitive information or surveying issues which might be complicated.
- Telephone Interviews are a good and cost effective way to achieve large samples. The main issues with telephone surveys are not all groups have phones and it is difficult to get responses to sensitive questions.
- Focus Groups / Panels are usually a group discussion with around 8-12 people lasting 1-3 hours. Focus groups are qualitative allowing more personal in-depth information to be gathered. The main issues are that focus groups do not represent society at large and group dynamics which on one hand help create interaction which generate new ideas but on the another hand can skew data if there are one or two dominant individuals.
- Case Studies allow researchers a more in-depth understanding of an individual through private interviews. As the data from case studies is qualitative, the data provides quotations and rich data which can be effectively used in advertising and generating new consumer insights.
- Online / Surveys are an increasingly popular and effective way of gaining primary data.Response rates which can vary between 15-29%. This is very reliant on the topic of research, which may or may not encourage participation.
- Questionnaires
Primary Sources
A primary source is a firsthand account or direct evidence concerning a topic under scrutiny. Due to the nature of a primary sources it cannot be determined if it is a primary source without reference to the topic and questions it is meant to answer. The same document can be depending on its specific use a primary or secondary source. When searching for primary sources, no record or document can be included or excluded. An example of this would be how books are often seen as the quintessential secondary source. Authors use primary source materials such as letters and diaries to write books. Books can also be a useful tool as a primary source as they can for instance contain published memoirs, autobiographies and published documents. This ability to be both a primary and secondary source can be applied to most of the formats of primary sources.
The Formats of Primary Sources
A single primary source can overlap a number of these categories.
- Printed or published texts (Books)
- Serials (Newspapers, periodicals, magazines, scholarly journals)
- Government documents (Hearings and debates of legislative bodies, the official text of laws, regulations and treaties, records of government expenditures and finances, statistical compilations such as census data, investigative reports and scientific data)
- Manuscripts and Archives are unpublished primary sources. (Business and personal correspondence, diaries and journals, legal and financial documents, photographs, maps, architectural drawings, objects, oral histories, computer tape, video and audio cassettes.
- Maps are a primary source because they are created within a particular cultural context. Maps can reveal misperceptions or deliberate misrepresentations.
- Dissertations can be to look at teaching and writing over time. Dissertations contain a bibliography which would usually contain a list of primary sources which could lead to other materials of use.
- Visual materials (Paintings, drawings, sculpture, architectural drawings and plans, monoprints, woodcuts, engravings, etchings, lithography ,posters, trade cards, computer generated graphics photographs, Film and video.
- Music as a primary source can reveal aural traditions, histories of musical composition, notation, technique and about individuals’ and their culture’ (Manuscript music scores, musical instruments, sheet music, historical and contemporary sound recordings on LP and disc.)
- Artefacts (War memorabilia such as canteens, mess kits, uniforms emblems, badges, cards, board games, jewellery, clothing, textiles, leather goods, needlework Hair, wool, and silk)
References
Bud, R. (1998), ‘Instruments of science: an historical encyclopaedia’, New York, Garland Pub.
Driscoll, D L 2006, Conducting Primary Research, The Owl at Purdue, viewed 14 March 2008, [1]
Raulas, M.(2007),’An empirical study of the drivers of consumer acceptance of mobile advertising’, Journal of Interactive Advertising, vol. 7,no.2,
Thompson, B 2003, Primary Research, Milwaukee School of Engineering, viewed 14 March 2008, [2]
Sarantakas, S 1998, Social Research, Macmillan Education Australia, Melbourne
University of California Berkeley Library 2008, Critical Evaluation of Resources, University of California Berkeley, viewed 14 March 2008, [3]
http://www.longroadmedia.com/yr13_primary_research.html
Burger,A. 1991. Media Research Techniques : London : SAGE Publications. p 37-45. 91-96
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