Qualitative Research
Qualitative research is mostly used by market researchers; unlike quantitative research that looks at people views statistically and numerically instead this type of research looks more into peoples's views and opinions and the overall behavior of a person towards certain products and topic's it can be about anything, it could be a new movie or game, an app and even new computer software's. Gathering qualitative research can be done in many ways but each method looks at a specific type of data. If it was in a questionnaire it would be the opposite of quantitative research as the questions that qualitative research would ask are open questions these types of questions give you the freedom to put or write anything you want in you own words. Qualitative Research would definitely be beneficial in the gaming industry because in a situation like releasing a new game, after a week or two they would want to know what people think about the game whether they like it or not or if there's any improvement that the could done to make the game better they get this information by creating forums based on their game.
The image above is a type of Qualitative Research because it is taking in peoples opinions about their product. This is a game review on the released game Hyrule Warrior, this is good because the company that's asking for peoples opinions are getting really good reviews on the game they have released, this type of research is very useful because it allows people to give their opinions and its also good for the company because they can improve the game the way people like it. I got this information from a site called GameSpot they do reviews and forums on games, gaming devices and other stuff. This type of research is very important to both media and gaming industry as they would want to know what people think about the product they have made and what aspect of that product they have to improve.