HA3 Task 5 - Audience Identification

Quantitative Research is where the researcher asks a closed question to a group of people. Their responses are collected as numerical data. This data is analysed and used to predict the opinions of larger groups of people. This can be done using questionnaires and surveys.

Qualitative research involves researchers asking open questions and collecting data in word form. The researcher looks for patterns and similarities from the responses. This can be done using face to face interviews and focus groups.

BARB stands for Broadcasters Audience Research Board. It gives the official viewing figures for UK televsion audience. Research companies such as MORI, Ipsos collect data that shows the television viewing behaviour of 26 million households. This data gives a very accurate breakdown of what the public are viewing locally and nationally. This is really important because it gives information about how well programmes are doing advertising campaigns and how each channel compares. Viewing patterns are estimated by looking carefully at 5,000 TV homes. This sample represents all TV households incorporating the full range of demographic and other variables found across the country.