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Quantitative is defined as ‘relating to measuring, or measured by the quantity of something rather than its quality’

In terms of research, this means that all the data from quantitative research must be numerical, therefore analysed using mathematical or statistical methods. This data is always factual and leaves little room for interpretation as the results given are set numerical digits and can be easily read.

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Types of Quantitative Research: Correlational Design

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Types of Quantitative Research: Correlational Design

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By looking at correlations researchers are easily able to tie one variable with another to get a very clear conclusion. For example, if a film studio wanted to know the typical age group of fans of dystopian future films, they could select every 10th person leaving a dystopian future film to take park in a focus group where they find out the average ages.

Correlations give us a very clear estimate to tie two things together, but correlation does not mean causation and this means that although there is a correlation the results may not be fully representative because there may be issues with sample sizes as well as sample selection.

Through this a correlation graph can be made and marketing can make advertising decisions based off of this data.

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Research is carried out so investigators can learn about their target markets and audiences. In psychology it is used to gather more and more information about the way we do things and why; in sociology it is done to find out why spend how society functions and how individuals within society react; in media it is done to gather correct information of certain situations and groups so films can be made much more accurate and realistic, it’s also done so distribution companies know the best way to advertise and promote a film or event as well as capturing new fans.

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Type of Qualitative Research: Questionnaires

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Type of Qualitative Research: Questionnaires

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Questionnaires can be a very time efficient way to reach a large amount of people without having to send out many interviewers, as well as the avoided costs of paying them. This can be done by sending the questionnaire out via email or post, but this often leads to a low amount of responses.

Open questions allow the interviewee to give a personal response providing rich in depth answers as opposed to yes/no questions or categorised responses such as unlikely and very likely. This is the best choice for sensitive topics.

Closed questions allow the questionnaire to be completed as fast as possible and this usually adds up to more chance of a higher completion rate as usually simple yes/no questions are asked.

Observed questionnaires may be done in schools and other government ran places such as hospitals and prisons. This can be done if the persons filling out the questionnaire are underage, thus needing supervision, or even if people may not fully understand what they’re being asked, thus needing to ask an observer to further explain.
There may be observer characteristics that can influence the persons filling out the questionnaires as if it is about racism in films and an all black group is doing the questionnaire and the observers are all white people in  ‘MAGA’ hats and Trump tshirts, they may feel pressured into changing their answers to feel safer.

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Types of Qualitative Research: Interviews

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Types of Qualitative Research: Interviews

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Interviews can be used to gather Qualitative data in either  group setting or a one-on-one setting.

If it’s done in  group setting, the more introverted characters maybe be silenced by the more extroverted characters and essential information may be left out of the data. Additionally, social pressure may cause some people in the group interview to act a certain way to comply with the majority influence. Thus skewing the validity of the research to fit a smaller single idea rather than possibly multiple others as well as the public opinion.

Group interviews are much cheaper to do as you have less sessions than one on one interviews so you’d have to pay someone the interviewer less than of one-Ono-one interviews were carried out.

One-on-one interviews can be very time consuming and expensive as you’d have to pay someone to carry out all the interviews, but on the flip side, you’d get much more data and you don’t also be able to draw more accurate conclusions and generalisations

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Quantitative data is gathered by thoroughly describing the current status of a variable or a phenomenon researchers can come up with rich quantitative data. For example if marketing decides to interview the fans of Marvel films and asks simple questions like if people are looking forward to the next movie coming out, they can come up with a number or a percentage of fans who are excited for the next movie to premier.

this is a fast and easy way to get facts without having to do too much research. This is because the information is very easily available to any primary or secondary researcher as it can easily be accessed in person at film festivals or conventions pr even done via social media ads targeted to the fan base.

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As Secondary Research is not carrued out by the investigator themselves, they may have a very hard time finding relevant data that has applicable information, this may be hard for new fields of research to use Secondary Research.

Due to Secondary Research not being conducted especially for the researchers own investigations but done by external researchers, they may not be 100% factual. We do not know if the researchers were biased when recording their findings, or even if peer reviewers have changed the final submitted article in a journal,we also do not know if they had used the correct methods of research and if the work is ethical or not.

Because the work has already been published it may be very well outdated. In film this is possible as we progress with technology and techniques daily, older movies made even in the 90s become outdated and we see the special effects and CGI as old and poor quality, but when they were oringally premiered, they were cutting edge. If a filmmaker uses outdated Secondary Research in their work, the quality of their work will suffer.

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Types of Quantitative Research: Quasi-Experimental Design

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Types of Quantitative Research: Quasi-Experimental Design

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Establishes a cause and effect relationship between at least 2 vs. The if isn’t manipulated it is naturally occurring control group/s are exposed to the iv and results are compared with the other group/s

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The data recorded is always highly subjective due to the opinions of the researchers, for example  one researcher may feel it is essential to gather certain data while another’s may see it as pointless. This can also lead to unjust generalisations.

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Usually quantitative data I still very high in validity due to greater objectivity and accuracy of results due to sample sizes and tailored questions. Because quantitative data is found by manipulating the independent variable to get the outcome of the dependent variable is is factual and

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As all this data is numerical the data collected is much narrower and sometimes superficial. This means that the results are limited because they do not explain why individuals feel the way they do but just provides us with the numerical descriptions, this is much less elaborative than Qualitative Data.

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Qualitative is defined as ‘relative to, measuring, or measured by the quality if something’s rather than just quantitity’

In relations to research, this is anything that is more in depth and can even be personal. This data can be much more useful to researchers as it gives data tailored to not only their specific interests but also the required target audience. Additionally, the researcher may find out further information that may give further insight

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As Qualitative research can be very personal, it can be used to give insight in the media industry. For example, if a company wants to find out what fans think about a new film they may hold a secret screening to gather opinions based off of their sample.

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Secondary Research is much easier to use as all the hard work is already done for you, as you’re simply analysing and using quantitative and qualitative data from existing research, all you have to do is use the findings to come up with conclusions for your own experiments.

As well as being an easier choice because lesswork  is needed, it is also much more time efficient and cheaper than conducting primary research. For example, a merchandise marketer may look into Comic-Con ticket sales and published pictures of costumes to find out what character is most popular to create new merchandise as well as the targeted demographic to target their next product at.

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Secondary Research is research that is pre-existing and already published, it is not done by the person whom is using it and it is usually presented in documents. The types of documents include; letters, government official statistics, school records, registers, books, scholarly journals, etc.

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Qualitative Research gives in depth and knowledge rich data which is useful for exploring opinions and answering questions. Such as why something has occurred, what the impact of a situation may be for different people and to also gather public, and not so public, opinions.

Due to the highly opinionated data that Qualitative Research produces there is a risk that’s the data could be influenced by a third party and other biases like demand characteristics.

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Primary  collective especially for the chosen marketing strategy. This means that there is no other work of its kind currently existing. This means that  researchers after this after this will be able to use this primary research as secondary research once published.

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As Primary Research is all done by scratch this makes it a very long and expensive progress due to all the steps and preparation needed. The researcher must have planned out all the research in advance, hired other staff and possible venues, found a sample group and then actually carry out all the research. This is a very expensive and time consuming process and often puts people off of performing Primary Research.

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Primary research takes place in many forms, for example we have interviews, observations, experiments, questionnaires and surveys. All of these methods need thorough interpreting and analysis to be relevant to the chosen topic of research. All primary research must be physically Carried out for this specific piece of research for it to qualify as primary research.

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Primary Research is research that is conducted firsthand by someone for their own research. This means it is not already existing and cannot be found by looking into published resources. Primary Research involves having to do all the hard work oneself as you have to so the sampling the hypothesis and the physical work to obtain new data. This data is usually very rich and if chosen the right methods, can have a very high validity.