If the project is either oriented :
- data editing (as in viewing simple tables of data and editing them)
- performance (as in designing the fastest algorithm to do a simple task)
Then you could go with direct sql commands in your code.
The thing you don't want to do, is do this if this is a large software, where you end up with many classes, and lot's of code. If you are in this case, and you scatter sql everywhere in your code, you will clearly regret it someday. You will have a hard time making changes to your domain model. Any modification would become really hard (except for adding functionalities or entites independant with the existing ones).
More information would be good, though, as :
- What do you mean by frequent (how frequent) ?
- What performance do you need ?
EDIT
It seems you're making some sort of CMS service. My bet is you don't want to start stuffing your code with SQL. @teresko's pattern suggestion seems interesting, seperating your application logic from the DB (which is always good), but giving the possiblity to customize every queries. Nonetheless, adding a layer that fills in memory objects can take more time than simply using the database result to write your page, but I don't think that small difference should matter in your case.
I'd suggest to choose a good pattern that seperates your business logique and dataAccess, like what @terekso suggested.