This research is to do with opinions and views rather than figures. Questionnaires are used to find out information about the public. Primary and Secondary research would find qualitative information. Human behaviour is the main reason for qualitative research. Questionnaires used to find qualitative information usually ask who, what, where, when, why and how. In the media companies use this type of research to find out how they could improve themselves as a whole and what people like. Publication try to find out who buys their publication, what the reader likes about the publication, where the reader buys the product, when a person buys the publication, why they buy the publication and how they could improve. Questionnaires, focus groups and interviews find mostly qualitative information.
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