Qualitative and Quantitative Research

Qualitative Research
Qualitative research produces information on people opinions, views and preferences about something. This is important in the media as it helps find out what individuals or groups of people think and feel about a particular media product. The way they would get this information would be questionnaire's, interviews, observations and focus groups. They start questions with what,who,why,when and how, this is so it gives the person responding chance to give there opinion. This is the best research for media organisations as they get to know what you like and what you dont like.

Quantitative Research
Quantitative research produces information and data that is measurable and quantifiable. The data generated from quantitative research can usually be represented numerically and is often presented in tables, charts and diagrams. A majority of secondary research is quantitative research as its charts and graphs. An example on Quantitative research in the media is ratings.