Media Glossary

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Qualitative Data

or research is concerned with the understanding processes that underlie various behavioural patterns. 'Qualitative' is primarily concerned with 'Why'.

Quantitative Data

or research is primarily concerned with the tabulation or numeric relevance of various kinds of behaviour. 'Quantitative' is primarily concerned with 'What' or 'How Many'.

Quintile Analysis

Is used to examine frequency of (media or product consumption) activity. Viewers, listeners, readers or consumers of a particular product etc. are ranked according to their usage and then divided into five equal groups, or quintiles, ranging from the heaviest to the lightest in media exposure, or product consumption.

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