Qualitative Research

Qualitative Research

Qualitative research refers to obtaining detailed data from a target audience. It is made up of personal opinions, views and thoughts of the target audience. Qualitative research can be conducted through interviews and focus groups. 

Advantages	Disadvantages
-          Researcher will receive more opinionated responses, gaining MORE strong and reliable feedback when identifying the needs and perspectives of the participants on short films.	-          The researcher may not be able to interview many participants as it is time consuming. The researcher will not be able to find out personal views and opinions of the majority of its target audience.
-          researchers would be able to include different questions tailored to their research.	-          The results may be biased, the respondent could feel pressured to give a particular response making the feedback unreliable.
-          researchers will be able find out the audience’s personal needs and opinions on a short film through their feedback.

Fanzines

Fanzines are magazines which are usually produced by amateurs for fans of a particular performer, group or form of entertainment. 

Fanzines can act as a useful marketing tool for short films by advertising and promoting new short films that are in production, making readers more aware of them, as well as audiences being able to read reviews and 'spoiler' articles. This can maintain the ongoing interest of short film enthusiasts, therefore creating a larger community for its audiences. 

uncannymagazines.com is a clear example of an online fanzine, it is entirely based on the general science fiction and fantasy culture, which of course includes shows, feature length films and short films based on these genres. 

Attitudes to Media Products

Director /Writer	Marco Kalantari	Fluorescent Hill	Mark Columbus	Max Landis
Facebook likes	641	398	-	-
YouTube Channel Subscribers	449	157	-	-
YouTube #1	The Shaman (Trailer)	The Burger King Stackers	Guests	Jane LA
Views	988	33,283	14,406	38,714
Likes	11	122	196	1,457
YouTube #2	-	Sixtoo: Snakebite	-	Wrestling isn’t Wrestling
Views	-	40,962	-	2,008,621
Likes	-	143	-	49,621
YouTube #3	-	The Four Seasons of Love	-	-
Views	-	721	-	-
Likes	-	2	-	-

As shown on the table above, Marco Kalantari has the most Facebook likes and YouTube channel subscribers in comparison to Fluorescent Hill. Although subscribing to YouTube Channels will keep short film fans regularly updated, Fluorescent Hill, Max Landis and Mark Columbus have more views and likes on their short films as opposed to Marco Kalantari. This suggests that having a given amount of subscribers does not necessarily increase publicity. 

Film Reviews

Film reviews are also an opportunity for fans and viewers to write how they personally felt about a film they have recently watched. This is beneficial to short film creators as they will be able to know exactly how successful they were in impressing their target audience by looking at the reviews. 

Here are the different reviews I retrieved for Wes Anderson's short film 'Hotel Chevalier':

"Really a beautiful short piece of enticement, with tone and sight and sound and dialogue all letting you know that there's a story here, while only hinting at the many things that story might be."

"A short, ambiguous film about love and heartbreak"

"There are a lot of questions that are unanswered in the film, which lends itself to feeling this is a real story."

"Trying to avoid all the uncomfortable answers when talking with an ex-significant other is a universal occurrence, one that is portrayed quite accurately in Hotel Chevalier."

References: 

http://uncannymagazine.com/
http://www.popinsomniacs.com/2014/02/hotel-chevalier-short-film-review/
https://www.youtube.com/watch?v=HkqIVdMt_bs
http://www.imdb.com/title/tt1094249/reviews