Thursday, 13 September 2012

Audience Key Terms

Qualitative > Psychogaphics = values + attitudes

Quantitative > Demographics = pure data statistics

Qualitative data - data that is collected via open questions that allow the participant freedom to answer the question however they like, resulting in data that is of high quality if it is answered truthfully.

Quantitative data - data that is collected via closed questions answered by ticking a box (for example), therefore making the data more specific. It is also quicker to answer closed questions, allowing the researcher to collect more of it, even if it lacks in quality.

Demographic data - data based on characteristics of a group per area. This information can be compiled according to the characteristics needed for a particular research study.

Psychographic data - data based on characteristics such as personality, values, attitudes, interests, and lifestyles.

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