The only comprehensive training book on conducting research into all forms of media This book outlines all the methods for conducting research—both active and passive as well as quantitative and qualitative—in all forms of media, including new media such as the Internet, mobile phones and social media. It explains the ways in which media audiences are measured, understood and taken into account in media planning, advertising sales and social development campaigns. It shows how datasets are analysed and used. The statistical theories behind good quantitative research are explained in simple and accessible language.
Chapter 7: Qualitative Research
We are now going to look at a rather different kind of research. Whereas in quantitative research, we have been dealing mostly with precise facts that can be described with clear titles, counted in numbers, converted into percentages, ratios and the like, in qualitative research, we are trying to ‘discover’ or ‘understand’ human attributes, attitudes and behaviour in a more exploratory ...