Tag Archives: Qualitative

Quantitative VS Qualitative. Which does what?

When researching any topic, there are two main methods of researching when it comes to generalization. These are Quantitative and Qualitative.

Quantitative is the method of making an underline generalization that can briefly describe something among (typically) many other things, it is typically used when researching large quantities of data.  Typically, when it comes to surveys and such – Quantitative data is usually made up with multiple answer questions, and are explained in Batch. For example, asking 100 people if they like Cheese or not will bring about a lot of “Yes or No” answers, and as such you can display them as a bar chart or pie chart, because the information is to segregate and emphasis. In essence, this method of research is to stereotype and categorize.

Qualitative research is done with the goal of gaining specific answers from a variety of people, albeit usually a very small group of people in comparison to a quantitative method. By using this method, you are effectively spending more time in research, but are gaining answers which can be exclusive to anyone you interview or research. This is used typically after quantitative research, because quantitative is for usually finding an audience or “Base” for the research, and then the qualitative is to research the people who matter for whatever topic you may be researching.

An example of both would be – “Are you afraid of dying?”  To which 40% of people could say yes, and 60% say no – Immediately through the use of Quantitative research, we have split our batch down the middle, and have identified who is afraid and who is not. We can use further quantitative methods to identify the possible traits of those who said yes, by asking for Gender or Age, very broad topics that can possibly refine this 40% down even more, gaining a smaller and more controllable number.

Furthermore, we can then use a Qualitative method of researching by asking specific questions related to our topic a little more. Questions such as “Why are you afraid?” Or “What about dying are you afraid of?”, have the intent on gaining specific and opinionated answers from these individuals.

This is the act of Research.

Questionnaire Feedback Evil Dead Continued . . .

All of the feedback from the people answering my questionnaire is very important as they show opinions about specific trailers and the general horrors. I ended up only asked around 16 people which I felt will give me a good enough input for all the information I am looking for. I created the questionnaire to determine who and why people watch trailers, but also if they like horror films, which then linked in with the difference between the generations, i.e. when Evil Dead came about in 1981, audience back then would have thought it was something different and new, but people now especially younger audiences would think that it’s bad regarding the story the shots and quality, which is why a lot of people stated they preferred the look of the remake trailer. That is why I wanted, and got older people to answer the questionnaire to see if they would be able to link it to when they may have watched it when in the previous years, or when it came out. But only 3 out of 16 people liked the original trailer, which did not give me the feedback I hoped as the ages for this feedback there were varied ages ranging from teenage, young adult and older adult.

If I was to conduct this type of questionnaire again I would think more about who I want to target and get feedback from basing around ages, locations, backgrounds etc. To do this I would need to either create an online survey to which more people can then fill out, depending on where I would distribute the survey (Facebook), or go round more places and ask people personally to fill out the questionnaire, to which I can almost have a discussion with the person, but also watch their responses, (if they do end up watching the trailer in front of me).

As I only managed to get the questionnaire out to a small group of people, so I only have a small amount of feedback, but it still gives me a slight estimate on all the feedback I am looking for. My results are both quantitative and qualitative, as the feedback is both statistical and opinionated i.e. for the questions that are answered with a Yes or No will be quantitative as I can then turn the answers into a physical statistic piece of evidence, then with the questions that are answered with a follow up from a Why, will give me multiple opinions and would be qualitative.

By doing this questionnaire I have found out even though there was 16 responses for my questionnaire, a lot of people like to watch Horrors as most of the responses agreed with the question, “Do you like to watch Horror featured films? Yes = 13/No = 3”. So as from a small percentage of people answering now, this can be representing the amount of people linked around the United Kingdom. But then as I got into more depth about horrors i.e. asking, “do you think horrors today have changed from the way they used to be” and “do you think that the horror genre is quite repetitive”, I got more opinionated responses, to which if there a productions at the post production stage they could then think about creating questionnaires for their target audience, as they can get feedback to see what may or may not work for their film.

Understanding the Nature and Purposes of Research in the Creative Media Industries & Techniques

There are many methods and sources of research. Primary research includes interview techniques, observations, questionnaires, surveys, types of questions, focus groups, audience panels and participation in internet forums.

Secondary research includes books, journals, reference-based books and directories, periodicals, newspapers, film archives, photo libraries, worldwide web, searching internet forums, CD Rom databases, audio material, ratings, circulation figures and government statistics.

Continue reading

Purposes of Market, Audience and Production Researches (Also Methods, Techniques & Sources of Information)

There are three ways an audience can respond to a product. Number one would be acknowledging engaging with it, number two would be identifying with it an interpreting it, and number three would be totally ignoring it and disregarding it.

The purpose of market research is to gather information on markets, customers and consumers. It is a business strategy to identify what appeals to your chosen market and what your chosen target audience identfies with. Many companies see market research as a competition and they often compete with other companies to analyse the same chosen market. Some companies end up getting what they are into right, others end up getting it wrong because they don’t analyse the research closely enough. Some companies do get it right but it is often to late as another company has already worked it out and they have already produced content for that market so that gap in the market is gone as anything similar to it would be seen as an attempt to rip the other company’s product off and ‘copy it’. This is the main reason why copyright is put on content so people don’t ‘copy it’.

Continue reading

Purposes of Primary, Secondary, Qualitative & Quantitative Research

The purpose of qualititative research is to obtain and gather detailed, long winded, mostly formal information about a certain subject or several subjects. Usually this type of research is full of long words and long sentences.

The purpose of Quantitative research is to obtain and gather statistical information, so this could be anything from numbers, decimels and percentages to views, likes and dislikes. An example of where you can locate this type of information is on video websites such as You Tube. It could be the percentage of people who watch something, or the percentage of people who watch something, as liking something is different to watching something, but they are linked. Some people are massive fans and watch every single episode of a program, whereas others are just casual fans who catch the odd episode here and there.

Continue reading

Qualitative Audience Research

Qualitative Audience Research

Focus Groups

This can generate responses from a large group at one time.  Showing a mixed group of neutral individuals a production and recording their reactions whilst they view it can detect their emotions and reactions to the piece they may not realise they’re doing.  After viewing the production discussions can take place amongst the floor, observing what people thought of it, likes, dislikes and why.  The only issue with this is that in a group natural leaders form and others follow so some of the comments may not necessarily all be accurate in everyone’s opinion.


Surveys take much longer to gather information than a focus group however by having the questionnaire anonymous people are less likely to lie and put forward their true opinions.  One to one interviews in person can lead the subject to say what they think the interviewer wants to hear.

Reviews and Debates

After viewing the film or television show online reviews are posted on several sites giving their opinion, these can then be taken in by researchers building up what went wrong with the film and what went well.  Debates and fan conversations build online surrounding the film however these can be bias as the people posting usually are the fans.

Definitions of the basic terms in research

Qualitative data is where the thoughts feelings and opinions of an individual or a group is taken into account. For example within media someone could be interviewed about a film e.g. ‘The Titanic’ and could be asked for their opinion on it, this data would then be taken down as qualitative data.

Quantitative data is numeral data that can be taken down in vast quantities. An advantage of quantative is that data can easily be compared with each other.

Primary research is usally the first thing to be carried out after an initial insight into the issue. However the way it is carried out comes in various forms for example telephone calls, direct observation, interviews. Primary data is much more reliable than secondary data because we know it has been collected first hand and have evidence to support that.

Secondary research is usually the second thing to be carried out after primary research. Secondary data is availiable through publications or reports. When using secondary data there is no need to start from scratch because he/she is using data that has already been collected by individuals or organisations.


What is qualitative data?

Qualitative is personal views. Questions asking why and how.

With everyone of these answers they are different as people have different views on Dark Night Rises.

For example

– I like how the hero theme has a dark side to it.

– Bane

– How it is better than the other Batman films like the one in the 80’s

These are different answers that will help with what is good about the film.


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.

Qualitative Continued . . .

There are many ways to collect Qualitative  research, some examples:

  1. Again similar to ‘Quantitative’ the researchers can create questionnaires but the questions need to include features of why’s, would’s and how’s. This mean for most of the questions their needs to be an explanation or reason for choice, also the questionnaire would be created differently in order to find out more depth answers than just statistics. So instead of having tick boxes of just yes/no, T.V/film the answers could be multiple boxes and even other. With a questionnaire it will be linking to Quantitative research but as long as there is reasoning for the answers i.e. ‘What is you favorite film?’ then state a why. This will then turn it into Qualitative.
  2. Another way to find this type of research would be by creating focus groups. With groups like this the researcher can be interactive with the group and gather as much information from all their feedback, this is mainly linked when there is going to be a new product being distributed, i.e. film, show, merchandise etc. With focus groups they would use people within their target audience so they are working directly with their required audience, which should then give them great responses for research. Pilots often use focus groups to view the episode before it is distributed, then the responses will determine the fate of the show and whether the channel will air the rest of the series.
  3. Another way is to conduct interviews to have one to one conversations about a specific topic (questions), and get them to feed back with answers, but with interviews the interviewer can go into more depth about what answers they are after so the interviewee can answer how they want. This would be linking into answering with the why’s, would’s and how’s.