The Difference Between Qualitative and Quantitative Data in Mood Management Theory Research
Research of any kind can be broken into two ways of collecting data — qualitative and quantitative. Both have their advantages and disadvantages, but often work together to conduct successful data analysis. When researching mass communication and human behavior, it can difficult to discern with type of data collection to use when.
Qualitative Research
Qualitative research focuses less on the numbers and more on the “why.” This research gives insight into a particular problem by focusing on factors like behavior, habits, and experiences. For example, a researcher would utilize qualitative research when collecting data on why individuals choose one coffee shop over another. In this scenario, it is better to understand how people think and interact with services, rather than identifying a number in relation to the issue. Because numbers aren’t associated with this research, it is best to gather the date through the following:
— Usability tests
— User interviews
— Contextual inquiry
— Focus groups
How Men Ruminate and Women Dissipate Angry Moods
This analysis utilized the mood management theory of mass communication to help explain gender differences regarding media preferences. The theory stated that men hold in aggression by choosing negative media content and women were the opposite, they would choose positive media when feeling negative emotions to help get rid of them.
To help prove the theory, qualitative data was collected by 1.) provoking the the participants in a way that encouraged a negative reaction (AKA the conductor wanted the participants to become angry) and then 2.) the participants had the choice of selecting negative or positive news to consume afterwards. Overwhelmingly, the females chose positive news to watch to help dissipate their bad mood and males chose negative news to watch to help escalate and sustain their bad moods. Because human moods cannot be quantified, the use of qualitative data collection was the ideal scenario for proving this theory.
Quantitative Research
Quantitative data collection is likely what most people think of when conducting research. This research is all about the numbers. It utilizes trends, demographics, and group differences to understand a snapshot of the the users. For example, this research would be ideal for investigating the number of people that upgrade from a free cell phone plan to a paid one. This question is black and white, meaning a definite number can quantify the answer. Quantitative research is more difficult to conduct when analyzing human behavior, but it can still be done!
Applying Mood Management Theory to Depressed Adolescent’ Use of Media
In this study, adolescents with diagnosed depressive disorders were analyzed compared with a control group of adolescents without psychiatric disorders. The participants were called 4-times per day and asked about their current mood, as well as media consumption. The study lasted for 8-weeks. When called, the participants were asked to rate their current mood from a scale of 1 to 5. The researchers also used an algorithm to score the perceived “fun quality” of the media. For example, video games had the highest fun rating, whereas reading had the lowest in regard to how the participants mood correlated to the media being absorbed. On the opposite end, TV had the highest “sad quality” and computer media had the lowest.
Results indicated that adolescents who consumed fun media tended to do so in a way that sustained, rather than enhanced their prior positive mood levels during and after consumption-if they turned to media.
Although moods can vary by individual, by using a scale to score how the participants were feeling, the researcher was able quantify their findings and create more of a black and white conclusion. The addition of scoring the different types of media in relation to mood, also helped the researchers see the correlation between mood and media.
Conclusion
Both types of research — quantitative and qualitative — are valuable ways of collecting data in regard to mass communication. Although qualitative data may be easier to collect, since humans are complex beings, quantitative data can be collected to help come to a black and white conclusion.