Quantitative Research
1/2 of its types, quantitative research is numeric in data. The questions used in quantitative research are always looking for quick short answers that help categorize the person being surveyed. For example asking for their gender would have a simple answer, male or female. That question is used to sum up how many males and females were surveyed. Such questions are also referred to as closed or narrow questions because the answer requires specific and small amount of detail. Quantitative research is best used to categorize people into groups based on their feedback. Census finished a 10 year long research project in 2011 which was based on the people of England and Wales. It will tell us how many people live in each one. how old they are and what sex they are and when you mash that up with data from previous census', you can see how those places have changed.
Here is an example of quantitative research undertook by Census. The facts are based on numbers and not specific to someone's particular objective thought.
''Other key facts are:
• There were 27.6m men and 28.5m women in England and Wales.
• The population of England and Wales has grown by 3.7m in the 10 years since the last census, rising from 52.4m in 2001, an increase of 7.1%. This was the largest growth in the population in England and Wales in any 10-year period since census taking began, in 1801. It compares with a rise in population of 1.6m between 1991 and 2001
• The median age of the population in England and Wales was 39. For men, the median age was 38 and for women it was 40. In 1911, the median age was 25
• The percentage of the population aged 65 and over was the highest seen in any census at 16.4%, that is one in six people in the population
• There were 430,000 residents aged 90 and over in 2011 compared with 340,000 in 2001 and 13,000 in 1911
• There were 3.5m children under five in England and Wales, 406,000 more than in 2001
• In England and Wales the average population density was 371 people per square kilometre; however in London this figure was 5,200. If the London figures were excluded, the average population density for the rest of England and Wales was 321 people per square kilometre''
Here is research undertook by the Internet Advertising Bureau Gaming Britain. This survey particularly talks about the audiences in gaming and how we differ age and sex wise. It also talks about time patterns and how when we play our games differs for example any gaming and gaming except mobile gaming is played the most by all ages around mid evening (8pm-10pm)
Qualitative Research
2/2 Qualitative research is word data put in the simplest of terms. Instead of numbers and facts, qualitative research consists of open questions and the data is/can be subjective. Qualitative research asks people questions that make them think for example what do you feel about the color of your hair compared to a quantitative and closed question like what color is your hair. Your hair can be black and you would be just another figure in the bigger picture if this was quantitative research however when a question that asks of one's opinion is asked, there are a lot more words involved compared to a yes or no question. Qualitative research is used to find out what people think about things and it can be used by anyone to find out about anything. One of the industries its best used in is the gaming industry where consumers openly leave reviews of the game they have bought and this helps the developers and the companies to find out what it is about the game that people like or dislike. It also helps them design a sequel given enough information on what people wanted from the current version of the game. An example is Grand Theft Auto IV although the game was brilliant for it's time and people for completely different demographics would play, there were tiny details that could be added to make the game even better. How do we know what the next game should have? By looking at the reviews people have left for the game. When Rockstar announced GTA 5 people were excited because this company always delivers using the qualitative data they have gathered. To find out what people are expecting in from the game, all Rockstar had to do was release an official survey or use the easier method that is, search what people want in Gta 5
10 Things we want in Gta 5:
http://www.cheatcc.com/extra/top10_thingswewouldliketoseeingta5.html
Here is an example of the review system that best defines qualitative data
http://www.metacritic.com/game/xbox-360/grand-theft-auto-v
Profiling
Audience profiling is a term used to describe the
characteristics of those who read, view, or listen to a given medium, such as a
television channel or a magazine. Such a profile generally contains economic
information, such as approximate income, home ownership, car ownership, and
buying patterns. It may also contain information about social habits and
geographic location. An audience profile can be particularly important to
advertisers who want to display their advertisements where people likely to buy
their products or services will see them. General social and economic
information about the audiences of various media sources can greatly help
advertisers choose the most effective placement for their advertisements. The
audience profile shows what percentages of the audience earn various levels of
income, the amount of time spent on vacation, and similar information. An
audience profile helps an advertiser target its ads better.
Demographics
Studies of a population based on factors such as age, race, sex, economic status, level of education, income level and employment, among others. Demographics are used by governments, corporations and non-government organizations to learn more about a population's characteristics for many purposes, including policy development and economic market research.
Geo-demographics
Geodemographics is the study of the population and its characteristics, divided according to regions on a geographical basis. This involves application of clustering techniques to group statistically similar neighbourhood and areas Audience Profiling.
PSYCHOGRAPHICS
Analysis of consumer lifestyles to create a detailed customer profile. Market researchers conduct psychographic research by asking consumers to agree or disagree with activities, interests, opinions statements. Results of this exercise are combined with geographic place of work or residence, demographic age, education, occupation, etc.characteristics to develop a more 'lifelike' portrait of the targeted consumer segment.
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