Qualitative research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions and motivations. Focus groups are an example of this type of research as they are asking for research from a variation of people with all kinds of differences.
Pro's: Open ended, dynamic, flexible and a good depth of understanding from peoples own views.
Con's: Responses aren't measured nor are they statistically representative. However they lead up to
Quantitative research is research collected via numerical data that are analysed using more mathematically based methods.
Pro's: Cannot be easily misinterpreted and can be analysed very quickly and easily as you gain control over the size/categories of results.
Con's: Need a large sample and can be very time consuming to try and get a good amount of people.
FOCUS VS SURVEY
Focus groups generally give great results with opinions on more specific and intricate things like lighting camera editing even dance moves. This is good when trying to edit anything to make it better. However surveys may be better as you don't have to find the time to ask the questions directly and take advantage of the technologies and let the people do it themselves. However the results are only minuscule compared to focus groups, because it's more of a statistic that only targets one aspect not several. Therefore, we decided to do both and focused on the quantitative at the end and qualitative throughout the whole course.
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