Quantitative research results in data and information that can be counted and measured. This data can then be made into tables, graphs, charts and diagrams that show the data clearly. Quantitative research involves both primary and secondary techniques to collect their data, for example surveys can be used to collect data which is primary research if they conduct the survey themselves. Or they can use data that has previously been collected, which would be secondary research.
Data that is found includes ratings, circulation and viewing figures. For example to collect secondary research they could look at companies like the National Research Survey (NRS) who conduct primary research and sell the findings to other media companies. So if a company wanted secondary research they could buy the data and results from NRS. Other companies also do this, Radio Joint Audience Research Limited (RAJAR) and also Broadcasters' Audience Research Board (BARB).
However because this form of research relies mostly on statistics, which can be manipulated, quantitative research isn't always the most trustworthy. Also, from this research we can clearly see the numbers and data, however we cannot see what the viewers/listeners thought or what they like or didn't like, as that is Qualitative research. But it is the easiest to collect as you only really have to ask closed questions, which are faster than open questions. Also this form of research is easy to analyse.
However because this form of research relies mostly on statistics, which can be manipulated, quantitative research isn't always the most trustworthy. Also, from this research we can clearly see the numbers and data, however we cannot see what the viewers/listeners thought or what they like or didn't like, as that is Qualitative research. But it is the easiest to collect as you only really have to ask closed questions, which are faster than open questions. Also this form of research is easy to analyse.
Here is an example of quantitative research which was gathered from the Rajar website that shows quarterly listening for radio stations in the UK.