The dynamic nature of the research will entail application of both approaches by the author as in practice almost all the research projects have elements of both the approaches in view of the importance of including both qualitative and quantitative findings. Research Data In general data contains information collected and recorded in note books, questionnaires, audiotapes, videotapes, models, photographs, films and test responses. Research data in this case will be the response of students of various establishments to the effectiveness of television advertisement campaigns and other media.The basic classification of research data is in terms of quantitative and qualitative methods.
Quantitative research entails examination of numerical data by using mathematical models and statistical procedures. Qualitative research involves use of analysis and opinions to explain interviews and documents and understanding the phenomenon. It facilitates improvement of comprehension of the phenomenon. The many methodologies and technologies assist the researchers in obtaining a better insight of various management issues.The study requires a qualitative and some quantitative approach rather than a purely numerical one. Data Collection Approaches Data collection approaches can be primary and secondary.
Primary Sources. Primary sources comprise of data which is unpublished and which has been gathered from the organization directly. This can be carried out through a number of approaches as follows: • The survey approach • The interview approach • The case study approach • The action research (making changes in the status quo). Secondary Sources.Secondary research contains two issues, statistical information collected by countries, organizations and institutions as well as descriptive documents. The author will considerably rely on secondary sources to serve as the backbone of the dissertation. While studying the data, the following will be ensured:- • Factually accurate.
• Material reliable. • Systematic • Purpose of collection. • Representative material. Extensive research will be carried out in the Library as well as on the World Wide Web. The former will provide basic material and the latter more contemporary data which will have to be scrutinised for assurance.There are wide-ranging resources of great help to the research, such as books from all over the world on issues that can provide theoretical background from which the study will set off using analytical and comparison tools for greater contribution.
Qualitative Research Methodologies Qualitative methodology focuses on “quality” a term referring to the essence or ambience of something. Qualitative methods are used to understand complex social phenomena. They are suitable to seek knowledge about the fundamental characteristics of a phenomenon under study.