Audience Research Data

• Secondary research is data collected from an external source. For example: books, journals, magazines, etc.

• Primary research is data collected first hand. For example: verbal exchange of information, surveys, etc.

• Qualitative data is typically descriptive information that expresses an individuals opinion. Questions tend to be open, meaning the individual is free to answer in their own words.

• Quantitative data is information collected in a numerical form. Questions tend to be closed, meaning individuals choose from a variety of possible answers.

• A 'Likert Scale' enables participants to choose between multiple responses on a line, in relation to the question.

Question Examples:

1. What is your age? - Closed question, quantitative 
2. Are you interested in watching a new talent show? - Open question, qualitative
3. What would you be most interested in watching? - Open question, qualitative