Qualitative Research

Qualitative research is in depth research into The opinions and attitudes of an audience in regards to a specific product or tv show or film. this is the opposite of quantative research which is just the numbers and measureable facts side of things. There are many ways to carry out this research and it is a vital part of research within the media industry because it allows people to give feedback and share their opinions and it allows the company to regard the feedback and change the product or whatever accordingly. The ways that qualitative research is carried out is usually in questionnaires or surveys because they are easier to set up than focus groups, a quick simple way to gather opinion information that is easy to analyse.