Qualitative research relates to information on peoples opinion different views and preferences.
It is important to media industries as they need to know why people liked something or why they did not like something.
If someone did not like something they could change it to increase there number of viewers the next time it is aired.
Examples of qualitative research in social media is things like people posting on your Facebook post or commenting on a YouTube video.
Qualitative research is all about opinions so people can know what things in media are liked and what is not this will help determinate what will be changed and what will not.