2. Audience Research Methods
Basically, the different methods of researching audiences fall into two categories -
QUANTITATIVE methods and QUALITATIVE methods. Quantitative research measures exact
amounts and generates numerical data ('How much do you spend on magazines every
month?') whereas Qualitative methods gather opinions and generate much less precise
data ('Why do you like magazines?') Both types have advantages and disadvantages.
3. Quantitative
Paper questionnaire closed questions
Digital questionnaire closed questions
Desk research
Closed questions generate exact answers finding out about audience figures etc. of existing
publications or productions
4. Qualitative.
Desk research – Textual analysis of existing, similar products.
Paper questionnaire open questions – open questions generate answer which are open to
interpretation.
Digital questionnaire open questions
Individual interviews –individuals are interviewed about their preferences
Panel interviews – groups of people are interviewed about their preferences
Focus groups- a group is given some samples or example of products to discuss
Log books/ records – individuals are given documents to fill in charting exactly when, why
and how they use certain media over a given time.
Observation – individuals are observed using certain media to see how exactly they use it.
