There are two key types of data that a researcher can collect; qualitative and quantitive data. Qualitative data is in the form of wordy answers, something that can't be sorted organised through the use of graphs or number crunching. This data can be invaluable so that media institutions can find out exactly what the audience wants, but it can be very time consuming to sort through because the data is not sortable. In our case we will use qualitative data in order to find out exactly how our audience feels and there opinions and to get detailed responses to our feedback, from which we could change both the digital and the music video to suit our target audiences needs. Quantitative data is not always good for example when answering questions a audience will often result in tactful or indirect answers and responders can go off track due to the 'chatty' nature of this type of data collection.
Qualitative data is data that consists of 'tick box' answers and can be sorted numerically by number crunching computers. This type of data is easily sorted and allows you to quickly see the results due to the simplicity of the data. In the industry this type of research is conducted in order to go though large amounts of responses seeing what percent chose which option and so that they can find out if there audience likes the media product. Considering large amounts of people see a media product it is essential to get opinions from outside of the production team considering that they could be sentimental towards the idea. In our case we can work out the percentages from our focus group and look at this data at a glance. Quantitative data can not always be relied solely upon due to its 'tick box' nature, it can have underlying causes that cannot be noticed without looking more in depth and this can be done by utilising qualitative data. People can often be annoyed by having to answer questionnaires and because of this they can answer with random answers or negative ones that are greatly inaccurate.
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