Tag Archives: Quantitative

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.

Kick-Ass 2 Demographics

After reviewing the Kick-Ass 2 trailer, I determined that the main target audience for the film would be males aged 15-25. I have come to this conclusion as the content, mainly being action and violence, mixed with black humour, is stereotypically enjoyed by males that are young adults. Superhero and graphic novel adaptations are often popular with young male adults, and are typically associated with them as well.

statisticsAs the film isn’t out yet, I cannot access the statistics on IMDb which would tell me the quantitative data on who is watching the film. However, the trailer on YouTube allows me to see who has been watching it, if they are male/female, what age group they are, and how they found the trailer. According to the statistics on YouTube, it is most popular with males aged between 19 and 44. When the film is released, the statistics may change, as IMDb will provide a more in depth response to the film, so the initial response may change from a male dominated audience, to an audience of both sexes, and a range of ages.

Quantitative Questionnaire Results – Human Error

Human Error 

I had posted the quantitative results previously somewhere further down the blog, however I recently realised that there were more recorded responses that people that took the questionnaire.  This is because one of the students taking the questionnaire began writing his own irrelevant answers and not completing it properly.  To avoid this anomaly I decided to remove that questionnaire from the batch which then ultimately changed the number part way through.  Seen below is the updated, accurate results sheet.   



          Question Number                             Characters
Gender         1 2 3 4 5 6 7 8 9 10 11 12 13 14    
Male 15     Answer                                
Female 16     A 19 26 1 2 2 14 0 0 21 2 0 1 11 20 119 Barack Obama
Age       B 0 2 25 9 7 5 14 24 7 21 8 7 9 2 140 Gwynwth Paltrow
16 4     C 11 0 5 17 19 3 8 6 2 6 4 22 3 0 106 Batman
17 13     D 1 3 1 3 3 9 9 1 1 2 19 1 8 9 70 Sheldon Cooper
18 6     Total Responses  31 31 32 31 31 31 31 31 31 31 31 31 31 31    
19 4                                      
Other 4                                      
White/British 26                                      
Asian  1                                      
Other 4                                      
Walking 7                                      
Car 7                                      
Motorcycle 0                                      
Bus  7                                      
Mixture 10                                      
Used QR code                                        
Yes 4                                      
No 20                                      
N/A 7                                      

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

An Example of Quantitative Research 2

An Example of Quantitative Research 2

This is demographical and statisical information taken from a ‘Doctor Who’ video clip from You Tube. It involves things such as likes, dislikes, favourites and comments. It also includes age ranges and males and females. This includes engagement and audience top demographics. Four mini graphs are also displayed representing certain information.

An Example of Quantitative Research 1

An Example of Quantitative Research 1

This is demographical and statisical information taken from a ‘Doctor Who’ video clip from You Tube. It involves things such as views, likes, dislikes and the number of subscribers. A graph and key discovery events are also displayed pinpointing dates and the number of views. There are zero dislikes on this video.

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

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.

Quantitative Data – Ways to Collect the Information

Quantitative data is the quickest way to display many answers in an understandable way.  Charts and graphs quickly establish many results and the information can be gathered in a number of ways.


These can be distributed over the Internet to reach a wide audience with results being generated instantly; multiple-choice answers can then be quantified displaying the most common answer.  The questions chosen will need to cover the basic outlines of the subject as well as the in depth questions to fully understand the audience taking the questionnaire to ensure its not bias.

Survey-Monkey is a popular online site allowing you to create surveys and then send a URL link connecting people to the questionnaire.  The answers are then recorded on the site; graphs are then produced for the multiple-choice answers.  The open-ended questions are usually qualitative results however if several people answer with the same answer that can then be quantified (70% of all said they “love it”).  Distributing the survey online ill also produce demographics recoding the location where the survey was accessed and how (mobile device/laptop).  The surveys can also be printed out and given to people by hand however this requires you to go back and collect the surveys when they’re done and document the information manually.  The results can then be added to the online documents to generate the full results.  The more people taking the survey the more accurate the results will be.

Viewing Figures

Viewing figures of a television show can tell a lot about its success.  BARB provides weekly UK viewing figures, people of all ages, class with different religious views and jobs from all over the UK report on the shows they watch.  This number of results is then multiplied to reflect the number of residents in the UK to present a rough viewing figure for the channel.  Corresponding this information with the shows that were shown for that day will give a good indication of what’s popular on television.  The popular channels will be the clear number one choice for distribution however the channel itself will have want the production on it.

Focus Group

Charlie Brooker used a focus group to determine teenagers’ thoughts on different television shows.  He showed a group of about 15 students a documentary, a teen drama and a reality TV show, he than asked them to hold up a sign saying ‘bored’ on it at the point they lost interest in the programme.  The time it took for each student to raise their ‘bored’ card and the number of overall students that did so during the extract can be used to demonstrate and find out teenagers true feelings to the television shows being marketed towards them and those not specifically aimed at them.