Quantitative Research:
In sociology, quantitative research refers to the systematic
empirical investigation of social phenomena via statistical, mathematical or
numerical data or computational techniques. The objective of quantitative research
is to develop and employ mathematical
models, theories and/or hypotheses pertaining to phenomena. The process of measurement is central to quantitative research because it provides
the fundamental connection between empirical observation and mathematical expression of quantitative
relationships. Quantitative data is any data that is in numerical form such as
statistics, percentages, etc. In layman's terms, this means that the
quantitative researcher asks a specific, narrow question and collects a sample
of numerical data from participants to answer the question. The researcher analyses
the data with the help of statistics. The researcher is hoping the numbers will yield an unbiased result that can be generalized to some larger population. Qualitative research, on the other hand, asks broad questions and collects
word data from participants. The researcher looks for themes and describes the
information in themes and patterns exclusive to that set of participants.
Qualitative Research:
Qualitative
research is a
method of inquiry employed in many different academic disciplines,
traditionally in the social
sciences, but also in market
research and further contexts. Qualitative researchers aim to gather
an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative
method investigates the why and how of decision making, not just what, where, when.
Hence, smaller but focused samples are more often used than large
samples. In the
conventional view, qualitative methods produce information only on the
particular cases studied, and any more general conclusions are only
propositions quantitative methods can
then be used to seek empirical support for such research hypotheses.
Audience Profiling:
Audience Profiling
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, health condition etc.
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