Answer to Question #250063 in English for mbulazi

Question

3.2 Explain the process of evaluation in a qualitative and quantitative approach for the audiences. (10)

Answer 1

Instead of emphasizing on emotions and sentiments, quantitative research usually places a first-class on cold, hard facts. It is beneficial to use approaches from this category when conducting primary and secondary study in order to have a more complete insight of your audience. Quantitative research skills include social media analytics, questionnaires, and experimentation-based experiments. Qualitative data is recognizable and recordable. This is a non-numerical data type as it is obtained by observation, one-on-one interviews, and focus group. In statistics, qualitative data is also known as categorical data; it refers to data that can be categorized according to the features and qualities of an article (Sofaer, 1999).

Before launching a campaign, communications specialists such as technical writers, public relations specialists, and others in the field must frequently examine the target addressees to ensure that the information provided is acceptable, appealing, and appropriate. This is because the audience often referred to as the end-user, will be the recipient of any products generated and delivered, it is critical that all communications are directed at that group and numerous communications professionals will employ audience analysis research techniques to accomplish this purpose.  There are various operational strategies which provide unique info into your target audience (Sofaer, 1999).

1.    Primary Research

For the any audience research, the first step is to acquire as much information as possible. You should exclude any data that has been gathered earlier by other researchers as part of your primary study approach, since this will enable you to begin from fresh. This strategy allows for the use of qualitative or quantitative research methods, but all information should come from your own efforts and findings.

2.    Qualitative Research

Qualitative research focuses on target audience member's thoughts and opinions. When conducting this type of research, put yourself in the shoes of a client to ascertain which characteristics of the product or campaign are most enticing and which are lacking (Osborne, 2008).

                      

Reference

Sofaer, S. (1999). Qualitative methods: what are they and why use them?. Health services research, 34(5 Pt 2), 1101.

Osborne, J. W. (Ed.). (2008). Best practices in quantitative methods. Sage.