Answer to Question #239438 in Management for Kay

Question

Explain the process of evaluation in a qualitative and quantitative approach for the audiences.

Answer 1

Process of evaluation in a qualitative and quantitative

Rather than emphasizing emotions and sentiments, quantitative research usually places a premium on cold, hard facts. It is advantageous to employ methodologies from this category when conducting primary and secondary research in order to have a more complete insight of your audience. Quantitative research techniques include social media analytics, surveys/questionnaires, and experimentation-based experiments. Qualitative data is observable and recordable. This is a non-numerical data type. This data is obtained by observation, one-on-one interviews, focus groups, and other methods. In statistics, qualitative data is also referred to as categorical data; it refers to data that can be classified according to the characteristics and traits of an item or phenomenon (Sofaer, 1999).

Prior to launching a campaign or strategy, communications experts such as technical writers, public relations specialists, and others in the field must regularly review the target audience to ensure that the information provided is acceptable, appealing, and appropriate. 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. Numerous communications professionals will employ audience analysis research techniques to accomplish this purpose. As you pursue your master's degree in communications, it's critical to acquire these kinds of talents today that will benefit you later in your career. There are various effective strategies, each of which provides unique information into your target audience (Sofaer, 1999).

1.     Primary Research

To begin an audience study, the first step is to acquire as much information as possible. Keep any preconceived beliefs or thoughts about your audience to yourself and concentrate on the real study. 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 a consumer's or 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. Two examples are focus groups and interviews (Osborne, 2008).

3.     Interviews

Interviews conducted in person or over the phone can reveal a plethora of information about the target market. This type of research can be qualitative or quantitative in nature, with the former typically yielding more information. A single respondent interacts with the moderator, or the person who asks the questions, during an interview (Osborne, 2008). On the other hand, an interview does not have to follow a predetermined style or framework, such as a list of questions and allotted time for responses. Rather than that, some researchers engage in conversation with audience members to make the interview procedure more relaxed and casual.

References

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.