Quantitative Research
Quantitative research is a specific questioning technique compared to Qualitative research and is known as a closed question, this can be used to collect mainly numerical data from those who answer the questions and the data is made up of facts and figures and is often made up of numbers, which means that the research can be easily put into graphs and charts.. Those who perform this research are looking for an unbiased result and the questions tend to correlate with with who, what, when and where, this means with quantitative research it isn't really suitable for finding out people's thoughts and what they think about the chosen subject.
As an example of this, if I asked 100 people whether or not they have ever played any games from the Halo Series, I would use a questionnaire asking "Have you ever played any game from the Halo Series"?, designed to only use 2 answers "NO" or "Yes".
However if I wanted to know someones opinion on how much the change of developers has changed the game series, however, this could not be easily accomplished through quantitative research. I could ask the question ' "The change of developers has greatly affected the Halo games." How much do you agree with this statement? ' I would then add 4 boxes saying 'strongly disagree', 'disagree', 'agree' and 'strongly agree', but I would get far more detailed responses if I asked the question in a more open manner.
Overall quantitative research is better for finding facts and figures and not for opinions.
Qualitative Research
Qualitative research is polar opposite of quantitative research, it is more open that is mainly based on the persons opinion and whereas the quantitative research can be put into charts and graphs, qualitative research cannot but it is able to be put into reports that can be read.
Going back to my last example of the Halo Series, I could ask the question: 'In your opinion, how much does "The change of developers affected the Halo games and how?' followed by a area/box that would allow the subject to write their response. This question wouldn't really be possible to answer when using quantitative research, as worded opinion cannot be given as numerical data.
This will also play a big role in focus group testing as certain audiences are gathered in either large or small groups, so if a a company wanted to create a violent game they would focus on groups of adult and teenage boys and even girls around the age of 17-21, whereas if they were aiming to design a cartoon styled game they would test the game with young boys and girls with ages from 7-12.
Geo-demographics: are people who are described from where they live. This means basically that people who live in certain areas around similar environments will act similarly and have similar interests.
Going back to my last example of the Halo Series, I could ask the question: 'In your opinion, how much does "The change of developers affected the Halo games and how?' followed by a area/box that would allow the subject to write their response. This question wouldn't really be possible to answer when using quantitative research, as worded opinion cannot be given as numerical data.
Audience Profiling
Audience profiling is when certain characteristics of people are targeted based on their social class, gender, age, personality and location. This will allow advertisers to target specific audiences more efficiently.This will also play a big role in focus group testing as certain audiences are gathered in either large or small groups, so if a a company wanted to create a violent game they would focus on groups of adult and teenage boys and even girls around the age of 17-21, whereas if they were aiming to design a cartoon styled game they would test the game with young boys and girls with ages from 7-12.
Demographics
Demographics are studies based on factors such as age, race, sex, economic status, level of education, employment and income level, among other things. Demographics are used by governments, corporations and non-government organizations to learn more about a population's characteristics for many purposes, including policy development and economic market research.Geo-demographics: are people who are described from where they live. This means basically that people who live in certain areas around similar environments will act similarly and have similar interests.
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