Task 3

Quantitative Data
What is it? http://www.snapsurveys.com/blog/what-is-the-differencebetween-qualitative-research-and-quantitative-research/
Quantitative data is a way of asking people for their opinions so that hard
facts and statistics can then be produced. The aim is to numerical data or
it can be transferred into useable statistics. Its a way of gaining attitudes,
opinions, and behaviours of variables to generalize the results from a
larger sample.
Pros http://www.slideshare.net/MrMightyMcD/research-unit-booklet

When the sample involves a convenience sample, where the data

can be collected and analysed fairly.
When the survey involves statistically valid sample, which was
picked at random. The results gained from the sample can be
generalized to the whole population, if it shows that the rates are
high enough. This then makes the validity and reliability better from
the receiving result being examined.
When the survey is repeated this makes the results of the
quantitative research a lot more reliable and provide direction in
with given evidence to back up the research that you have gained
from surveys etc.

Cons http://healthresearchfunding.org/pros-cons-quantitative-research/

People that are willing to respond may share characteristics that do

not apply to the audience as a whole but creates a potential bias in
the study making it unethical.
Its very costly to do this type of research making it very reliable but
then it means that you cant repeat it too many times due to costs.
Needs a huge population sample- having a large sample makes the
results a lot more accurate. But its being able to gain wide range
populations to create the results you want to achieve.

The type of media producers that would use this would be?
This type of research would be used within the music industry to make
them produce hard facts and statics that is very reliable when coming to
your target audience. Quantitative Research would be used for things like
Hits on websites this is because the artists will be gaining hits on their
websites when being promoting, selling merchandise. It a way of being
able to collect data to show the results of your target audience how has
been able to produce the statistics for the experiment.

Qualitative Research
http://www.orau.gov/cdcynergy/soc2web/Content/activeinformation/tools/t
oolscontent/qualitativemethods.htmb

http://occupytheory.org/advantages-and-disadvantages-ofqualitative-research/
Qualitative is about you finding out not just what people think but also
why they think it. Its about getting people to talk about their opinions so
you are able to understand the motivations and feeling that will be
presented. This is through things like face-to-face interviews and group
discussions, which gives the most in-depth feedback.
Pros of Qualitative Research

Explore topics in more depth and detail than quantitative research

Often qualitative research is less expensive than quantitative

research, because you dont need to recruit as many participants or
use extensive methods

Offers flexibility as far as locations and timing, as you dont need to

interview a large number of people at once.

Cons of qualitative research

Cannot quantify how many of your audience answer one way or

another

Cannot generalize your findings to your broader audience or the

public in general.

The presence of the research that is involved within the process of

data gathering is seen as unavoidable and therefore can affect or
influence the responses of the subjects you are trying to receive
information from.

The findings can be very time consuming and difficult to present in

some form of visual way.

With this particular type of research the type of media producers that
would use this would be

BARB http://www.barb.co.uk/resources/barb-facts/how-we-do-what-we-do?
_s=4

BARB (Broadcasters audience research board) is a type of organisation

that complies audience measurements and the TV ratings within the UK.
It was created in 1981 to replace the system of JICTAR (joint industry
committee for television audience research), whilst the BBC did their own
audience research.
With a company like BARB they have to be able to deliver the official
viewing figures for the UK Television audiences. This allows them to be
able to view the behaviour of the UKs 26 million TV households. BARBs
viewing data offer clients, such as broadcasters and advertisers are able
to do a minute-by-minute breakdown of viewing at regional and national
levels. It allows them to assess how programmes, channels or advertising
campaigns have performed and provided the basis for advertising trading.

ABC http://www.abc.org.uk
http://www.abc.org.uk/About-us/What-we-do/
They are audit bureau of circulation the industry body for media
measurement; inspire market confidence by delivering a valued stamp of
trust across the media world. A wide range of decision makers uses our
data: Media owners, Media agencies, Advertisers, Rights owners,
Investors, Management. The ABC board include a lot of representative
from advertisers, media owners and trade bodies. Having the differ of
media industry they are able to make new standards and processes for
the industry for ABCs organisation. They are able to create advertising
platform developments in a way thats able to reflect changes that would
be made within the industry. They use expertises to deliver reassurance
to their industry across print, digital and other channels.
What this company does is underpin the way in which advertising is
traded across the UK and beyond. They have to main roles to accomplish
one being that they will bring the industry together to agree the
measurement and processes of the standards that define what the
company is. It will determine aims that will be put into practice and will be
able to keep evolving to keep pace within the industry developments. And
then secondly they want to be able to offer independent audit and
compliance services, delivering certification, which will meet the
important standards that the customer will want.
The type of people that would use a company like ABC would be would be
mainly agencies advertisers and media owners. This is due to the goals
and aims the company has which link to these type of customers.