Qualtitative Research

Qualitative research helps find us more about the audience's opinion rather than statistics and number of them. Qualitative research helps find people's feelings and their thoughts. Qualitative research is best used with open questions because this type of questions give the audience more space to think and to give their actual thoughts whereas a closed question would'nt give neither the inquirer a good answer from the responder and nor the responder would be able to give a proper answer. For example if a radio company gains listeners, they would want to know what attracted the new people to listen to them so they can keep it up and in order to do that the company would do qualitative research to see what the listeners think and feel and what they like or dislike.

The advantages of qualitative research are:

it is useful for individual research level. That means it helps the conductor, company or inquirer to deeply get to know how their audience feel and what they want individually and in the end an analysis can tell what the audience want the most.

It can help companies improve. If a company loses customers or gains customers they can conduct a survey or interview to find out the reasons to why those customers were lost or gained.

A few disadvantages of qualitative research are that it might give too much information. Because it is mostly open questions the answer given will ofcourse be the opinion of the responder and the answer they give might be too much information.
Another disadvantage is that the information recieved is not hard facts. Qualitative research is based on people's opinions and because of that the ending result is opinions not correct facts.