1. Data
Quantitative data is Information that is collected or represented numerically that typically focuses
on counting occurrences or measuring characteristic's or behaviour rather than meanings. It is easy
to analyse statistically, Common forms of this are surveys, experiments and questionnaires.
Qualitative datais non-numerical, or not easily reduced to numbers, collected for the purpose of
discovering underlying meanings and patterns of relationships. For instance, what people think
about their own neighbourhoods, or how neighbours feel about their neighbourhood is. Nonnumeric
data the can answer the how and why questions in an evaluation. These data are needed to
triangulateresults to obtain a complete picture of the effects of an intervention.
Audience profiling is finding out the profile of your audience beforehand so that you can put across
your message to the right people in the most effective way to produce the best result. It might
include details like age, sex, educational qualification, work experience, financial background, field of
work, interests, mood, orientation, bias, food habits, religious background, physique and health
condition. Example of this include Demographics and psychographics.
Demographics - study of, or information about, people’s lifestyles, habits, population
movements, spending, age, social grade, employment, etc… in terms of the consuming and
buying public; anyone selling to the consumer sector will do better through understanding
relevant demographic information.
Psychographics - A more sophisticated form of demographics that includes information
about the psychological and sociological characteristics of media consumers, such as
attitudes, values, emotional responses and ideological beliefs.