Essay: Primary Research

Ethics

- Any research using human participants needs to be approved (by a tutor) in advance.

- Any research using vulnerable people must be approved by the ethics sub committee. 

- Must be anonymous. 

Empiricism vs. Rationalism

- Something is only true if it is observed or experienced using senses, it can be observed and recorded on multiple occasions. 

Thoughts, feelings and opinions.

- Truth can be grasped intellectually using logic and reason. 

- Secondary research, how you make sense of this. 

Empirical Research

- Start with questions, preferably questions that have not already been answered. 

- Questions will identify what methods you need in order to get the right answers. 

Qualitative and Quantitive

- Data collection and analysis.

Data Collection 

- Focus groups, surveys (interviews/questionnaires).
- Ethnology (Study of people and cultures).
- Content analysis, looking at trends within advertising. 
- Creative explorations, Gauntlett, 2007 (Using creative techniques as a means of gathering subjective data.

Data Analysis and Organisation

- Numerical Data
- Hypothesis
- Cross Referencing
- Statistically significant
- Deductive Analysis
- Inductive Analysis