Qualitative research is peoples opinions and views about why hey buy products, why they like radio etc.. You can gather this from primary and secondary methods, for example to use primary research you can use focus groups. When asking questions about something you can use open or closed questions, closed questions being either a yes or no and closed questions being explained and giving an opinion. Qualitative information can give you a very informative answer and allow you too go deep into you research and know what customers would like to see and do.
The advantages of qualitative research are that we are able to discover the “why” behind certain behaviors; this is because instead of analyzing numbers, we are able to use language and behavior of the people we are asking. Another advantage of qualitative research is that there is a great deal of flexibility involved. For instance, if a focus group is taking place and the person decides they would like to add a question or explore a certain idea further, they can have the course of the focus group changed. This is because unlike an online survey, the client is able to watch the focus group as it happens.These types of research studies can move quickly on short timelines.The quantitative research method gives an opportunity for measurement and analyzing of data. It also precise since the researcher can evaluate the independent and dependent variables in detail. Another advantage of quantitative research is that it is applicable in hypothesis testing of experiments.The disadvantages of qualitative research include; ignorance of study content and the research must be conducted on a huge portion of the people.
Last week as a class, me and the other students went to the cinema to see Need For Speed, i think this could be a great example of qualitative research because we could find out who liked and didn't like the film and get some answers using this method. So first all of if we used primary methods to get the answers we want, we can conduct a focus group which will allow us to have a general chat about the film and get answers to questions. If we wanted to go into more depth and get a more wide range of feedback we could use secondary methods. Secondary methods will include getting information for example film websites, guardian film reviews and twitter. This is good because most of the research will be done for us but we will have good feedback off many other different people will be great for our research.
This is the Metacritic website which gives you a range of reviews and ratings will you can use for your qualitative research and also your quantitative research as well.
