Qualitative audience research.

Qualitative audience research engages with small numbers of individuals in order to gain a complex,
and detailed , in-depth understanding of the subjects experiences and response to watching a
performance.
While quantitative research focuses on one demographic in particular, resulting in more statistical
than anything else, , qualitative research provides descriptions of the responses of particular
audiences members to particular performances at a particular time and place.
What this allows is the opportunity to delve below and beyond surface responses and obtain a
heightened understand of meanings, motivations, feelings and experiences.
The methodologies used for qualitative audience research are varied, starting with tools such as the
interview and focus group that seek to elicit detailed, verbal responses. These can be analysed with
techniques such as content analysis (coding and counting what is said) and discourse analysis (looking
in detail at how things are said).
The other methods include participant or ethnographic observation , like watching people 'in the
field, or projective techniques that ask respondents to explore their feelings through unstructured
stimulus. Examples of this would include word association tests, sentence and story completion, photo
sorts and drawing and are based on the idea that sometimes people know more than they can say.
-http://www.watchingdance.org/research/audience_research/

The pros for qualitative data is that you get more in depth and detailed answers about your chosen
area, it pays closer attention to individuals rather than the masses. This allows you to make more
precise decisions about your research and this way you can Taylor them to suit the criteria of your
research. It does into depth about opinions about the subject as well as logging the piece of data.The
cons for qualitative data is that you may not get as much data as you could have hoped for, measuring
the masses is an important part of collecting data, the more numbers that behave a certain way, the
more reliable it is, Qualitative data wont have as wide of range or the same reliability as
quantitative data.
The pros of quantitative research is that you can get a wider range of an audience, covering more
ground statistically and this will get you a good oversight of the general population of that particular
subject, this would work best for TV demographics because we know that there is main bulk groups
who watch certain things because of where they come from and who they are. the cons are that you
wont be able to find specific details on your subjects. If we are speaking statistically, there isnt any
information on where exactly the information is sourced, there could be some outliers within the
audience data that wouldnt have been looked into. You could miss why it was an outlier, and outlier
could be a potential new audience

BARB

Since 1981, the Broadcasters Audience Research Board (BARB) have been delivering the
official viewing figures for UK television audiences.They commission research companies
Ipsos MORI, Kantar Media and RSMB to collect data that represent the viewing behaviour of
the UKs 26 million TV households.

BARB viewing data offer clients, such as broadcasters and advertisers, a minute by minute
breakdown of viewing at regional and national levels. This information is vital for assessing
how programmes, channels or advertising campaigns have performed and provides the
basis for airtime advertising trading.
In order to estimate viewing patterns across all TV households, a carefully selected panel of
private homes is recruited. The Establishment Survey is carried out continuously by Ipsos
MORI in order to track changes in UK household characteristics. From this they can
ascertain the types of households we need on our panel to make sure it is representative of
the whole of the UK. We then recruit households to be on the panel that suit the necessary
demographics, TV platforms and geography, as well as other variables. The BARB panel
consists of 5100 households, which each represent about 5000 other households across the
UK.

https://vimeo.com/112383178

http://abc.go.com/
The American Broadcasting Company (ABC) (stylized in its logo as abc since 1962) is an
American commercial broadcast television network that is owned by the DisneyABC
Television Group, a subsidiary of Disney Media Networks division of The Walt Disney
Company. The network is headquartered on Columbus Avenue and West 66th
Street in Manhattan, with additional major offices and production facilities in New York
City, Los Angeles and Burbank, California.