Audience Research Task.

The difference between the objective of quantitative and qualitative research is that quantitative data is all about quantifying data so that it can be generalised whereas qualitative research focuses on gaining a deeper understanding and understanding the underlying reasons.

Both techniques sample in different ways. Quantitative data uses larger groups to generate more responses and qualitative research uses smaller groups and want to gain more information and detail.

Quantitative data is gathered using a questionnaire, this a structured technique. Graphs and charts would be used to analyse the data, it is a fairly mathematical process. Qualitative data is collected using indepth methods, like an interview. The data is then analysed through comparison and the indentification of key themes that are recognised in the data that has been collected.

The outcome of the results for quantitative data is generally considered conclusive because the information can easily be generalised to a population. Qualitative data however, can be open for debate because it is based on the opinions and views of people and goes into much more detail.

There are three different sampling methods:

• Systematic Random Sampling: numbers are generated and one person per random number is selected.



• Simple Random Sampling: everyone is assigned a different number, for example ranging from 1 to 100 and every Nth number is selected.



• Stratified Random Sampling: a certain group of people are selected to question, based on the actual demographic you are aiming for.