Qualitative research relies on textual data rather than numbers, focusing on accurate information. Quantitative research depends on objective numeric data suitable for statistics. It is important for media researchers to collect both qualitative and quantitative data to provide depth, cover a wide range of needed data effectively, and make results more reliable and understandable for audiences. Collecting both surveyed and textual information creates a more effective research project than only one type, as each provides different valuable insights.

1. Preparing Qualitative &
Quantitative Data
By Nicole DelVicario

2. What is Qualitative Research?
“Empirical research in which the researcher
explores relationships using textual, rather than
quantitative data” - RMC Research Terms
My take: Qualitative research depends more
on textual, accurate information rather than
statistical (number) information.

3. What is Quantitative Research?
“Research based on collected objective data that
can be subjected to statistical analysis” - RMC
Research Terms
My take: Quantitative depends on numbered,
and statistical information rather than textual
information.

4. 1. What is the main responsibility
of a media researcher?
Media researchers are supposed to gather,
analyze, and present the research that they’ve
found via social media research. They present
their information to almost anyone - businesses,
schools, governments, etc.
The media research business is booming with
the current social media explosion,
technological advancements, and connectivity.

5. 2. What methods does a good media
researcher use to obtain reliable data for
a project?
Media researchers should:
Use social media sites that are familiar to you.
Avoid questionnaire-based platforms.
Do not track all responses on discussion boards.
All people to answer study at their convenience.
Interact with participants while the study is going on.
Let participants show what they know - pictures, examples,
etc.

6. 3. Why is it important for feedback to
be both qualitative and quantitative?
It is important for feedback to be both
qualitative and quantitative because it adds
“depth” to your research presentation. Having
both types of feedback covers a wide range of
data needed. It makes communication of this
data more effective, more reliable, and easier for
your audience to understand. It might be more
time-consuming and expensive, but having all
bases covered when presenting research
information is better than not having enough.

7. 4. Why would it be beneficial to use both
types of research for data collection?
It’s important for media researches to include both
qualitative and quantitative research in their data
collection because relying on either all surveyed
information or all textual information does not create
an effective research project. Quantitative feedback
provides accurate, statistical data. Qualitative
feedback provides observed or interviewed data. A
mix of the both gives the feedback a reliable, yet
“personal” feel. It’s important to realize that both
qualitative and quantitative have their benefits and
are needed for the best research results.

8. Sources
http://quizlet.com/40156341/rmc-research-terms-flash-
cards/original
http://www.greenbookblog.org/2013/05/30/how-to-get-
the-most-out-of-your-online-qualitative-research/
https://www.youtube.com/watch?v=MlU22hTyIs4
http://www.social-marketing.com/research.html
http://www.esourceresearch.org/Default.aspx?
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