Primary and Secondary Research

It is important for media practitioners to use both Primary and Secondary research as both forms of research can benefit those who need it. Primary research is research that you conduct yourself,(link) such as surveying people or using focus groups whereas secondary research is gathering data that already exists, an example of secondary data can be seen here; as the information is found in a book uses qualitative data. Both methods of research will achieve helpful information however Primary research can help as the research you find will be most up to date information therefore more accurate.

Also conducting primary research means that you can ask the questions that are specific to you instead of trolling through unnecessary information that secondary may give you through the likes of an article. Secondary research more often than not lacks the validity to be true evidence or research, bias opinions may factor into this as the writer may sawy depending on their agenda. Another issue with secondary research is that the incorrect demographics may be asked for the data you want therefore it is not valid for your research such as age or gender.