Audience Key Terms

Qualitative Data

Qualitative data is information that is collected, in the form of interview transcripts, video, audio recordings and documents In the media industry qualitative data is usually individual interviews taking place, by the researcher, (one-to-one), as well as group interviews. In interviews, there is normally a questioner and one or more people being interviewed. Basically, in the media industry qualitative data is in the form of words, picture or objects (and not in the form of numbers and statistics – which can be confused with quantitative research).
Quantitative Data

widely based in media, such as surveys either online or electronic. Respondents are asked a set of structured questions. 

Demographic Data

Demographics or demographic data are the characteristics of a human population as used in government, marketing or opinion research, or the demographic profiles used in such research. In media, we can use demographic data to create an understand of the audience through age or social class. this can be done in a number of ways .ie polls.
Psychographic Data

Psychographics is the study of personality, values, attitudes, interests, and lifestyles" Because this area of research focuses on interests, activities, and opinions, psychographic factors are also called IAO variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, futuring, and social research in general. They can be contrasted with demographic variables (such as age and gender)