Approaches to Research

     Mass media research, like any other research in social science, is based on qualitative (related to quality of something) and quantitative(related to quantity of something) approaches. They refer to the nature of data to be collected during the research work. Qualitative data is impressionistic whereas quantitative data is numeric, which can be measured. 

     Qualitative research involves an in-depth understanding of consumer (human) behavior and the reasons that govern human behavior. Unlike quantitative research, qualitative research relies on the reasons behind the various aspects of behavior. 

     Simply put, it investigates the 'why' of decision-making as compared to 'what', 'where' and 'when' of quantitative research. Although there is a debate among the scholars as to which approach may be more reliable, mass media researchers can employ any one or both of them simultaneously as needed and as per the nature of data required to be collected. 


Difference between quantitative and qualitative research
Or,
Characteristics of quantitative and qualitative research

Quantitative Qualitative Research questions: How many? Research questions: Why? It tests theory It develops theory Questionnaire is rigid and standardized It is more flexible Facts are unbiased Facts are biased Establishes cause and effect relations Describes meaning Measurable Interpretive Researcher is an independent entity Researcher is an integral part of data gathering Basic element of analysis is numbers Basic element of analysis is words/ideas. Larger samples of respondents Smaller samples of respondents Methods include surveys and experiments Methods include focus groups, in-depth interviews and case study Reasoning is deductive Reasoning is inductive Number-based Text-based It often uses close-ended questionnaire It often uses open-ended questionnaire It is generalizable in other places and time It strives for uniqueness "Counts the oranges" Suggests as to "which oranges are worth counting" Quantifies the data Qualifies the data