Quantitative audience research
Quantitative audience research is commonly used in Market research in order to find out what the majority desires. Film and television production companies use this determine what kind of products their target audience's desire. For example with the recent Dark knight Batman Trilogy directed by Christopher Nolan. The other companies that produced comic Super Hero movies tried to make their movies more dark, even though in the source material is rather light in content like Spiderman.
Qualitative audience research
Qualitative research is where a select group of people which share common key characteristics discuss their likes through a focus group. It allows for topics to be further explored in further depth and details.
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