Qualative research

Qualitative research

Qualitative research is measured more by the quality of something rather than the quantity and asking open questions such as 'why questions' which result in receiving more word data as information from the participants. Qualitative research is used by the researcher finding themes within the answers for example Rock star might ask questions such as "Why do you like Grand theft Auto?" And get answers back like "Well i like the Missions because..." After Rock star got a certain amount of similar answers then rock star will know that the missions are attracting some participants to buy the game and its important for them in grand theft auto to keep the costumers. 


Qualitative research is more about finding peoples opinions. This can be done by researchers by doing 1 to 1this is  where the researcher basically asks questions to one participant. An advantage of doing this is that they can see the participants body language/Facial expression's however an disadvantage is that 1 to 1 can be time consuming. Also phone interviews, where the participants are called up and then asked questions an advantage of doing this,  is that its quick and easier to get in contact with the participants. However the participants can hang up on the pone or be to busy to answer. Another way to do qualitative research is focus groups, Focus groups are usually preferred in groups of 10 or fewer individuals. The group will gather to discuss an game or an idea, once they are asked a variety of questions/statements the participants can then share their opinions, ideas or reactions. during focus groups they might also get asked to watch the game and get studied to see how the react for example,

 https://www.youtube.com/watch?v=fVkzwA10r4w 

 

This is an reaction of a mum while watching dead space 3 by EA sports. Dead space 3 is suppose to be 'scavenge the violent wilderness, build devastating weapons, and take down the terror together.' The way the mums react while watching dead space 3 supports that the game is going to be violent and make the gamer want to buy and play the game them self. 

An advantage of using qualitative research is that the research can be detailed, in-depth and more valid as the participants act as they usually do while making research. The researcher can ask questions that are not fixed plus they look at the viewpoints of a participant rather than the researcher.

Disadvantages is that data can be difficult to record and interpret at a later date this means that it can be time consuming. If the researcher is actively participating they can influence the group or individual so the research might be biased.