Qualitative research involves producing information based on the opinions, views and preferences of different people, appropriate to the research. It is used to find out what certain individuals and groups think about a media product. The research involved is thorough and seeks to gain as much information from the participating party. qualitative research is a form of primary research, as it is conducted first hand and isn't gathered through a third party. It may also help with quantitative research as the extensive nature of qualitative research may uncover results which lead to more questions, which can then be relayed to a wider range of people. Examples of types of qualitative research methods are open questions, surveys, focus groups and interviews. These research methods are the type that will gain as much information as possible, as they promote more thoughtful and informative thinking. Qualitative research is a form of primary research as it is being conducted first hand and is usually tailored to fit something specific, so it is nearly always impracticable to use secondary research. However, a researching company may open an old survey or questionnaire that has already been conducted, as its results may be very similar to the ones that they need.
Due to the questionnaire being about beliefs, feelings and individual thoughts, unlike quantitative research, qualitative research cannot be generalized and therefore not quantified. It researches the how and why of answers, not just what, where and when. As it involves looking in depth at how people feel, the research may uncover underlying feelings among the general population which would help the researcher/s get more of an insight into what people want. An example of qualitative research in use is during film preview screenings. An example is from the Ridley Scott film 'Blade Runner'. An early screening had negative responses from the audience and so the film was modified before general release. Subsequently, the edited film became critically acclaimed and remains a very successful use of qualitative research. Qualitative research may also involve giving feedback in the form of a questionnaire to a company or organization. Hospitals are always trying to find out what people want and how they thought of the building and service. Questions will then be reviewed and any concerns which appear commonly will be assessed.
An advantage of qualitative research is that it is thorough and leaves no stone unturned in its quest for answers.This is its main strength- uncovering more about peoples experiences and understanding more about why things are the way the are. It looks deeper than quantitative research by analysing the attitudes, feelings and behaviour of respondents. It allows researchers to look deeper into the target audience and gain a better understanding of the things that they are researching, as the questions allow for more detailed and thoughtful answers. Another benefit of qualitative research is the low cost. As less people are being questioned and undertaking research, the cost wont be as much as less resources will be required.
A disadvantage is that it may be unreliable in the larger picture, as a small sample of people's opinions ma be biased and not represent the wider populations feelings. However, this can depend on what the research is about and who is taking part.
Due to the questionnaire being about beliefs, feelings and individual thoughts, unlike quantitative research, qualitative research cannot be generalized and therefore not quantified. It researches the how and why of answers, not just what, where and when. As it involves looking in depth at how people feel, the research may uncover underlying feelings among the general population which would help the researcher/s get more of an insight into what people want. An example of qualitative research in use is during film preview screenings. An example is from the Ridley Scott film 'Blade Runner'. An early screening had negative responses from the audience and so the film was modified before general release. Subsequently, the edited film became critically acclaimed and remains a very successful use of qualitative research. Qualitative research may also involve giving feedback in the form of a questionnaire to a company or organization. Hospitals are always trying to find out what people want and how they thought of the building and service. Questions will then be reviewed and any concerns which appear commonly will be assessed.
An advantage of qualitative research is that it is thorough and leaves no stone unturned in its quest for answers.This is its main strength- uncovering more about peoples experiences and understanding more about why things are the way the are. It looks deeper than quantitative research by analysing the attitudes, feelings and behaviour of respondents. It allows researchers to look deeper into the target audience and gain a better understanding of the things that they are researching, as the questions allow for more detailed and thoughtful answers. Another benefit of qualitative research is the low cost. As less people are being questioned and undertaking research, the cost wont be as much as less resources will be required.
A disadvantage is that it may be unreliable in the larger picture, as a small sample of people's opinions ma be biased and not represent the wider populations feelings. However, this can depend on what the research is about and who is taking part.