Quantitive research is about asking people for their opinions in a structured way so that you can produce hard facts and statistics to guide you.
Qualitative research is about finding out not just what people think but why they think it. It's about getting people to talk bout their opinions so you can understand their motivations and feelings.
I think that when researching my film and aspects of different genres that the most useful research type would be Quantitive as this will enable me to get the facts about the genres and I will be able to identify and discuss the conventions of these genres. By doing this I will be able to think about whether I want my short film to follow that conventions of it's genre or defy them and become a more unusual piece.
However, I will also have to consider how people may react to my ideas and whether the idea would be socially accepted as this is important of for the success for my short film. Qualitative research would enable me to gain people opinion on what they enjoy in genre whether they are interested in the classic films that stick to the conventions or whether they prefer quirky film that defy the usual conventions.
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