Tag Archives: research

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.

Critical Approaches market research

The idea of Market research is too see what people like and buy in the market and also to gather certain bits of information  from markets and people who buy certain products or brands. Market research can also be utilized for film production and ideas for the film society as it would give ideas for promotion, what people would expect, testing the concepts and knowing what is to be expected. Media companies would use this see what people would want  in terms of what they would expect for things like movies, TV shows, kids shows and etc all so the media is always seeing what people want and what the competition may be. 

Should media based companies want to use those techniques to get their way of collecting the evidence to what they are developing then It could be a way to try and get some more clearer results like trying to figure out what people want in the market and see what could get people to see what those developers produce.

The many ways of collecting market research can come from Online or written surveys, focus groups, personal interviews with groups of people, observing individuals and field trials. These tend to be the best ways of collecting the infomation and can being done from one of the ways can have good results.

The sources of information in market research can be collected by stats from goverment collecters to see the income and tradeing of a media based product, an economic investment which also looks at priceing and contents of said products and finally research reports that show summaries of products though needs registring.

Market research is also there to see if there is a gap in the market that producers and developers could jump onto knowing that there may be a chance they can be in that gap that can be commercial viability, sponsorship to get the funds can also be a help for the show or films finance as well as looking into the equipment that you will be using and looking into the time scale so you can see where the best time to release or show something will be so people can know whats so big at the time and keep the project on hold till there’s a chance to release the production.

The Primary research side of things is talking to people about what you could expect on the market or what certain people will want, this research helps when wanting to get exact results for wanting certain products created and need greater results that what’s already in the market.

Critical Approaches, Task 1 can the research help the media?

This first part will be about the types of research while later blogs will explain the different research methods such as market and audience research. I hope that this would have people know all the bits of research that can be done if people need it for work related things.

These are all important when developing some type of product or finding out certain bits for development plans.

Primary research in Media is showing the basics of budgeting for a production and how much the advertising can get peoples atttention. When it comes down to the wire, The ratings for a show and the Box office results of a film show what is successful and what needs better attention. should things go well for that production they will try and escalate on how it is doing and make more from that production such as marketing a lot more of what there already was.
Primary research can be direct or first hand evidence of what people would want to know, research data, video recordings, internet communications, focus groups, interviews, public opinions and many other ways of research gathering can be used  to get all the correct results of what people will want so those people will have all the ideas they can use.

The Secondary research is using the likes of the internet or current items that people like and trying to create new ways of distributing it more for audience’s attention. If someone likes something, that could be a good sign of  capitalising on the subject matter. While this is a way of research it won’t always have the right results so it won’t be the most reliable research even if primary research isn’t always easy to get. secondary research is also analysing, generating and evaluating original information that can be used to collect more research into looking what people would want in a show or movie.  some secondary research can also be about using books that can mention the importance of certain subjects and what they may have.  Other bits like articles on magazines, newspapers, references, reviews and others can be a way to get more research from other sources of the secondary side.

Quantitative research is the collected end sum of a box office hit’s money equal or how many of certain media products like games and CD’s have sold total meaning that profits could be made. If something is lacking the people seeing the results will know about it and try and figure out the problems and do something to try and sort out those issues.
Quantitative research is overall numbers being money from a box office, sales of DVD’s, CD’s or games, seeing what is most popular and the total number showing an overall result of something that has done well with viewers and buyers. seeing what has been sold and seeing an overall number can prove if wheather or not that certain media based product made a profit or flopped and didn’t get people to buy, missing out on sales numbers.

When it comes to TV or movies most people would expect proper quality from the content that would be shown and meeting up to audience standards giving those who wanted good quality from what they watch.  It could be used as research from social activity or knowing whats good and whats bad, the bad being is for those getting their production made but it would end up bombing dispite doing the research, the good is that if done right the production people can get better sucess and plan out some future ideas including if that production gets very popular and grabs more peoples eyes including buy some of their brands based around what that production had to offer.

Qualitative research is hearing people’s opinions, hearing peoples issues, seeing what people like more, understanding peoples tastes and going in depth on certain products. Hearing those opinions can give a lot of ideas for developers as well as keep getting people buying their products and keeping those people satisfied, if people don’t like what they have, then those people might make certain complaints and give reasons for why they are complaining. Developers want to give something to certain audiences in exchange for their money and in return people will be happy about that and keep supporting that product.

Quantitative Research is the number of something having a statistic number to it such as sales figures or knowing what number of products there will be. As well as this it would collect the data like it would keep track of what to see with the research as a whole.

Audience profiling

In media there are audiences for the different uses of media such as TV, radio, newspaper, film and theatre. These audiences are then categorized by who they are, where they live, what they do etc. One of the categories are for a mass audience who are a representation of most of the society and are considered average people of the society. The mass audience consist of families living in small to medium communities and having job status’s such as receptionists, builders and school teachers. low to medium paid jobs. (10,000 – 30,000 pounds a year).

Qualitative audience research

Qualitative research is collected by using the techniques of interviewing individually, making small focus groups of no more than fifteen people and using an observational techniques to overall gather direct and precise answers that are also more reliable than quantitative research giving accurate data.

Quantitative audience research

Quantitative research is gathering information in large amounts, this is done by collecting information from surveying a large group of people by using the techniques of mail surveys, telephone surveys and internet surveys.

Production Research

Content – Information about a program the audience is going to watch. An example of this is TV guides which display the up and coming TV shows and movies to come to the viewer’s screens.

Viability – is the information given to you true to what they say it is.

Finance – the set amount of money/ income to fund a project.

Costs – money taken away because of purchases, costs have been pre planned into the budget.

Technical resources – also known as intellectual property are owned like physical property under the Intellectual property laws and include things like websites etc.

Locations – areas to be used in a production. These are mentioned in and are relative to the risk assessments and location rec.


Audience research

Audience data – quantitative data such as age, gender, height etc.

Audience profiling – understanding an audience before hand so that, for example a product is aimed at the right type of people this can be done via questionnaires.

Demographics – is the most recent Statistical compilation of a populations attributes including gender, race, age.

Geo-demographics – is a combination of demography and geography for the application of business.

Consumer behavior and attitudes – are what sorts of things do people by and why do they buy them, is there a reason? This can be researched through these of questionnaires to gain qualitative data.

Audience awareness – is recognising before you create a product, what sort of audience are you aiming for, you would then, after selecting your audience go into doing background information on them.


Primary and Secondary Data


Questionnaires – are used to gain a large amount of data from a large demographic, whether this be qualitative or quantitative data. A questionnaire can be focused to a specific research by changing the questions, making them more specific.

Interviewing- is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for people’s attitudes, preferences or behavior (qualitative data). Interviews are not just subjected to one – one meetings, groups can be interviewed as well although when this is done you can get a more generalised opinion on a question.

Observation – is when the researcher personally oversees a group or individuals activities, this can be in many forms, for example participant and non participant. Participant is when the person being observed knows that they are, non participant is when they don’t know.

Diaries can be a way of obtaining either qualitative or quantitative data and can be used to realise someone’s work activities or daily lives.

Sampling is a mass data collection of a population and can be used to generalise certain things for example average age in an area. A census is a good example of sampling as it is a mass data collection of everyone’s age and name.


Books – data collected by someone else, this data is used when a researcher needs references on a specific subject. A book might be titled computers of the 1980s, if the researcher wants a specific computer they will have to sift through the data and select it. This data is used to back up information or gain more information about a subject.

Internet – the Internet is a good source of information if you want to collect data quickly, however sites like Wikipedia are sometimes unreliable and may affect your project because the website is open to public editing.

Video on a specific subject used to get a more graphic image of the subject to better allow the researcher to interpret or summarise it.



Types of research:

A: Qualitative

Qualitative research is the type of research that allows you to explore. For an example you can use it in focus groups to find out what people’s feelings and opinions are. This uses open-ended questions. the other research methods that are used within this type of research are primary and secondary, by using primary research you can find out new things that no one has never found so you would be the first to find it. using secondary research would be finding research that someone else has already found and you are reusing the information.