Compare quantitative and qualitative research methods in media studies, with examples of when each is appropriate.

• A. Quantitative approaches rely on numerical data and surveys; qualitative approaches rely on interviews and ethnography.
• B. Quantitative methods measure depth of meaning; qualitative methods measure frequency and patterns.
• C. Quantitative uses numbers and surveys; qualitative uses interviews/ethnography; each reveals different facets of media effects and representation.
• D. Both approaches yield identical insights in all cases.

Answer: (C)