This research is based on opinions, attitudes and preferences rather than facts and figures. This is important to the media industry because it is used to find out what individuals or groups think and feel about certain media products for example; computer games, television programmes or films. Focus groups are used a lot with this as they allow the producer to get direct feedback from a certain amount of people. Questionnaires also allow for specific targeting, this means very precise and targeted questions can be asked. Face to face interviews are also beneficial as they allow the interviewer to listen and watch the response and reaction of the interviewee getting asked the questions.
Qualitative questionnaire are open questions, some examples of open questions are
'what did you think of our radio show?'
'How could we improve our computer game?'
'Why did you like it?' etc...
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