**Quantitative Research**

Quantitative research gathers data in numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data.

Experiments typically yield quantitative data, as they are concerned with measuring things. However, other research methods, such as observations and questionnaires can produce both quantitative and qualitative information.

For example, a rating scale or closed questions on a questionnaire would generate quantitative data as these produce either numerical data or data that can be put into categories (e.g. “yes”, “no” answers). Whereas open-ended questions would generate qualitative information as they are a descriptive response.

Experimental methods limit the possible ways in which a research participant can react to and express appropriate social behavior. Findings are therefore likely to be context-bound and simply a reflection of the assumptions which the researcher brings to the investigation.

Qualitative Research

Qualitative Research

Quantitative research usually consists of numerical data whereas qualitative research is based on responses or opinions. The objective of quantitative methods is to generalise results from a sample of the population of interest, however qualitative methods go in depth to get information. e.g an interview or group discussion. Quantitative research also has a larger sample size whereas qualitative has a smaller sample size as it takes longer.Structured techniques such as a questionnaire is used for quantitative methods whereas qualitative methods are usually unstructured as reasons behind the answers are queried. Quantitative data is presented through statistical graphs and charts etc, as findings are conclusive but do not go into detail. When analysing qualitative data, key key themes are identified through evaluating findings and a conclusion is made.

http://www.simplypsychology.org/qualitative-quantitative.html

http://www.simplypsychology.org/qualitative-quantitative.html

**References:**Minichiello, V. (1990).*In-Depth Interviewing: Researching People.*Longman Cheshire.The video above describes appropriate situations for both qualitative and quantitative research methods. After watching this and researching when certain research methods should be used, I have decided to use both quantitative and qualitative methods in the form of a questionnaire and unstructured interview in order to come to a conclusion on what audiences enjoy.