Qualitative

Qualitative research is where you find peoples opinions like a focus group, in depth interviews, content analysis, evaluation and semiotics are among the many approaches that are used, but qualitative research in its most basic form involves the analysis of any unstructured data, including open ended survey response, literature reviews, audio recordings, pictures and web pages. Like in film they will make a review about that certain film and they will comment on what they will say and whats good and bad about it. Same goes for game reviews they will comment on whats good about the game and what bad about the game, the reviewers will probably do a focus group and talk about these thing and get information and opinions about that film or game. They might do a table to get these information like saying how good is the film and they would probably rate it as strongly agree, agree, average, disagree, strongly disagree. They would make the answers like that to get other peoples opinions.

Advantages

Qualitative research has its own set of strengths with qualitative esearch it will be easier to gain a better understanding of the target market because the type of questions that are asked during the research process begin with the word why. Why is a much more perful word that when, how much, and what. With the understanding of why when they could reach out to even more people with tha knowledge in the event that they advertise new and existing products.

Qualitative research is useful during te early stages of a study when the researchers may be unsure of exactly what will be studid or what to focus on. The type of research does not need a strict design plan before it begins. This gives the researcher freedom to let the study unfold more natuarally.

Disadvantages

A disadvantage to this type of research is that assumptions really cannot be made outside the scope of the sample. You can only gather the information that the small group gave to you and a safe assumption of the rest of the population would not be feasible. It's not a research method that allows for statistical data but that can easily be overcome by adding in another research method like mixed research. 

The researchers of a study using qualitative research is heavily involved in the process, which gives the researchers a subjective view of the study and the researchers interprets the data gathered. Another disadvantage is that this research method is very time consuming and can last for months or even years.

Heres an example of a qualitative table the table shows that to get the information you have to do a yes or a no question answer and gather all that information to get other peoples opinions.