Qualitative Research

Qualitative Research is when the research you conduct is about the person in terms of why and how rather then what and when. It would include things like film reviews, which you would find in magazines and on the internet or responses to advertising campaigns, which you would find out through viewing figures, and if it is a direct response advert, then traffic to a website or through a phone number can be recorded and reviewed, to see if it is successful or not. Another type of qualitative research that is effective is open questions on a questionnaire, so the person who is taking it can answer the question thoroughly and give an explanation to why they chose a certain answer, therefor giving more information to help understand what the audience wants or likes.

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