Qualtitative Research produces information about opinions, views and prefences and is very important in the media industry due to the fact its used to find out what individuals and groups think and feel about a paticular media product. It investigates the why and how of certain descion making which is why smaller but more focused samples are used more than larger samples.
Focas Groups are a example of qualtitative research due to the fact people get to share their own opinions on the topics asked. The website below is a link to one of Britains leading focas groups.
One advantage of focas groups is that its a face to face conversation so therefore the moderator can ensure the conversations on track.
A disadvantage of a focas group is that the answers and opinions given by the people can be influenced by their surrounding environment.
http://www.focusgroupsuk.com/
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