quantitative research is asking specific closed questions and collects specific information and are questions that answer who what when and where questions for example
Have you played The Last Of Us?
Did you like it? When did you play it? Did you enjoy it?
The advantages of quantitative research:
- Answers questions such as 'how much?' and 'how many?'
- Provides more of a decision making the conformation.
- It is more expensive and takes more time
- fixed questionnaire structure
The image above shows quantitative research of the 10 best video games that were sold last year and shows that Grand Theft Auto V sold over seven million copies in the UK
The full sales chart is on http://www.vgchartz.com/yearly/2013/Europe/
Qualitative Research
Qualitative research is asking open questions that collects a little bit more information than quantitative research collects. qualitative research asks why questions for example
Why did you like The Last Of Us?
Qualitative research is useful to game publishers because they can ask people to play a game that they are making and then they can ask them what they think.
The advantages of qualitative research:
The advantages of qualitative research:
- Uses subjective information
- Explores new areas of research
- provides face to face indicators
The disadvantages of qualitative research:
- relatively small numbers
- very time consuming
The image above shows some qualitative research of the newest gaming consoles and shows people saying what they think is the best.
The video shows people doing a one to one demo of the upcoming horror game called The Evil Within.
Audience profiling
Audience profiling is looking at a specific group of people and staying with that group of people this could be the age rating of a game for example if the game is an 18+ then the gaming company is going to be aiming on a game that is for 18 year olds this could include violence and explicit language and blood and gore..
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