UNIT 6

TASK 3

EDIE PULLEN
Quantitative Research
Quantitative research is when questions are asked to either a focus
group or members of the public which will provide conclusive date.
The data then gets used to measure the interest of something. It is
information which is derived from numbers, for example the results
can be collected in things such as ratings figures. (9)Quantitative
research can come in the form of surveys, questionnaires and they
can help small firms to improve a product or service by helping them
to make decisions. (7)This type of research can allow the researcher
to analyse and measure data. It can be sent to many people and is
often quick for someone to respond to. For example, a survey can be
sent to however many people and will be quick and simple for them
to fill out and send back. However surveys and questionnaires can
often get ignored and therefore can be difficult to collect a lot of
responses meaning the results could be statistically less accurate.
(8) Because the data is collected in numbers, it prevents the
responder from fully expressing their opinion on the matter and can
sometimes produce less accurate results.
Qualitative Research
Qualitative research is about finding out what someone thinks and why they think it.
This normally means getting a group of people together and asking for their opinions
so that you can better understand their feelings and reasons why they think
something.(1) Interviews are often the most prevalent method of this type of
research, with person- to person sessions being the most common way. This consists
of one person asking another person questions which are relevant to the issues being
discussed. Alternatively, focus groups or group interviews can happen to gather
infrmation, which is particularly useful when the people involved have been eposed to
the same media or when a comparison is needed on what people thought of
something, for example a song, CD or music video. (3)The questions which are asked
in these can be either those that will end in closed ended responses or ones which
will end in a conversation. For example, if you were to ask people on their opinions on
a festival, you could as them what they thought of it and record their results. (4)This
type of research can be beneficial to the person collecting data as it can explore
topics in more depth and detail and quantatitive data can. It is also less expensive
than quantatitive data and less participants are needed for it to be successful.
Qualitative research offers more flexibility as you dont need a large number of
people to interview at once meaning location and timings etc can be more varied.
One the other hand, qualitative research has limitations too, for example, you cant
quantify how many of you audience answers one way or another. You cannot
generalize your findings to your broader audience or the general public also. (2)
BARB
Barb (broadcast audience research board) is a
way of measuring audience views on television.
Media producers would use BARB to help them
identify what is getting them the most amount
of views. For example, if a channel used BARB
to show their views on TV programmes and saw
that one programme was getting significantly
less views than others, they might decide to
change the time they show that programme or
to get rid of it completely. It may also help them
to decide what type of programmes are most
successful so that they can choose which
programmes would work well if they started
showing them on the channel. (10)
ABC
ABC (audit bureau of circulation) is a company which
supports the way advertising is traded across the
converging media landscape in the UK.
They have two main roles. They bring the industry
together t o agree measurement and process Reporting
Standards that define what countes and determine best
practise. Reporting Standards are constantly evolving to
keep pace with industry developments.
They also offer independent audit and compliance
services, delivering certification which verifies that data
and processes meet industry Reporting Standards.
There data is used by media owners, media agencies,
advertisers, rights owners, investors and management.
(11)
Bibliography
1.
http://www.marketingdonut.co.uk/marketing/market-research/what-is-qualitative-res
earch-

2.http://www.katewillis.co.uk/articles/2009/qualitative_research.htm
3.http://www.ccs.neu.edu/course/is4800sp12/resources/qualmethods.pdf
4.http://www.nature.com/bdj/journal/v204/n6/full/bdj.2008.192.html
5.
http://www.telegraph.co.uk/culture/music/cdreviews/10920578/Ed-Sheeran-X-review-
genuinely-great.html

6.http://www.metacritic.com/music/x/ed-sheeran/user-reviews
7.
http://www.marketingdonut.co.uk/marketing/market-research/what-is-quantitative-r
esearch-

8.
http://www.ehow.co.uk/info_8091178_advantages-disadvantages-qualitative-quantita
tive-research.html

9.
https://picardsflute.wordpress.com/2011/01/12/advantages-and-disadvantages-of-qua
ntitative-research/

10. http://www.barb.co.uk/