Audience Research Key Term Definitions

Qualitative Data

Qualitative researchers aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior. The qualitative method investigates they why and how of decision making, not just what, where and when.

Quantitative Data

Collective Data that can be measured by numbers.Often more specific data which can be compared and put into statistical analysis.

Demographic Data

Current statistical characteristics of population. Mainly used in areas such as sociology, public policy and marketing.

Psychographic Data

The study of personality, values, attitudes, interests and lifestyles. Can be valuable in the fields of marketing, demographics, opinion research and social research in general.