Qualitative and Quantitative Research on Fifty Shades of Grey

Photo credits to Will Lion

Photo credits to Will Lion

We all do research, all the time. (Berger, 2014) For instance, how you might gather a number of reviews and compare to other phone models before buying a mobile is also considered as a type of research. This research is basically known as an everyday research. Everyday research usually starts with personal decisions. ( Berger, 2014) People are required to accumulate information regarding the opportunities presented to them in order for them to make a good choice. Choices such as what to buy, what to eat, what to wear etc. are affected by the data and comparisons people make for themselves through intuition, common sense and basic knowledge. However, this kind of research has very high percentage in being flawed as it is often done within the spur of a moment. For instance, a person who has been comparing models of mobiles between a Nokia, an Iphone and a Samsung has to decide making only one option when he/she needs to purchase a phone. Due to a certain specific liking for the brand, this person who has made his/her choice of an Iphone most likely did not consider the fact that the other options could have had more advantages than an Iphone. This is an example of a flaw which would most likely happen in an everyday research.

In contrast to everyday research, there is also another option called scholarly research. So, what is scholarly research? Scholarly research basically falls into the kind of research you could find in universities, work places and other higher-managed industries which requires a more systematic approach towards their researches. (Berger, 2014) Their reports usually contain several objectives regarding the concerned matter while seeking for truth and correctness of data in which they obtain from various media sources. Besides that, its focus is more towards real world problems instead of venturing into basic personal choices made in an individual’s life. Usually, it is written based on theories which provides a strict- structured framework towards its objectives and contents. This type of research also emphasises on scientific thinking as to where quantitative and qualititative methods, or both, are used to obtain a logical outcome. Speaking of qualitative research, the term quality which comes from the Latin word qualitas simply means ‘ of what kind?’. (Berger, 2015) Qualitative data are made prone towards matters such as text’s properties, degree of excellence, and recognising charateristics. To do so, the data obtained are evaluated, judged on and experimented in order to acquire accurate results. Some very distinguishable examples would be cases such as culture studies, theories on communication, literature, theoretical work and etc. Conversely, as for quantitative research, the term quantity comes from quantitas (Latin) meaning ‘how great’ or ‘how many/much’. (Berger, 2015) Basically, this term sums up the idea of magnitudes, numbers and measurements. A few prominent examples such as experiments, content analysis , surveys, questionaires- statistical techniques are applied to gain quantitative data.

The movie version of Fifty Shades of Grey, written by an E.L. James had definitely shattered the polls of moviegoers during its opening week. Long story short, the movie which depicts an erotic genre about an average looking girl and her billionaire BDSM-loving boyfriend has raked in $94.4 million in the US while $ 172 million internationally. According from a source, Box Office Mojo had stated how 32 percent of the moviegoers were apparently men. (Merry, 2015) It is claimed how the movie was a better adaptation of the book for some while others claimed vice versa. Even before the movie was out, the book series was said to have solely sold approximately more than a hundred million where twenty million was said to have bought the book under the impresion of it being a paint catalogue while another eighty million upon reading the sex content registered within its scripts. (Lane, 2015) In fact, the movie Fifty Shades of Grey are in line with the super-hero themed action movies like Captain America: The Winter Soldier and Guardians of the Galaxy which brought in $95 million and $94.3 million respectively. (Merry, 2015) In comparison to these other two movies, Fifty Shades which was directed by Sam Taylor-Johnson, had only cost $40 million while superhero flicks are known to splurge more on their special effects. Attendance for Fifty Shades Shades of Grey was also predicted to rise even after the first weekend as it has one asset other blockbusters do not possess. (Merry, 2015)

However, that extra asset which was featured entirely as the movie’s genre, had gained various reviews from different age groups as well as ethical issues after its screening. According to the study as shown in the video, elderly people ranging between the age 50 and above were observed on their reactions and their acceptability towards the movie’s trailer. Ironically, the beginning of the trailer did make a good impression as most of them thought it was an attorney/ interview based film. Nevertheless, their opinions begin to change after the entire trailer had ended. Some even questioned the morality to this movie as it creates not only a bad impression on the types of characters, man and woman, potrayed but also how sex could be petty thesedays. But what suprises me more, was the fact that most of these elderly people who have participated in the study knew the book series from heart by the end of the trailer. Some could even guess in just seconds. And by the end of the interview, you can relatively tell how some were intrigued by the trailer and most were not. Their suggestions to the kind of audience who would watch this movie was quite wide ranged such as people who love porn, the younger generation, boys aged 18-24, middle class housewives, women in their 30’s and 40’s especially if they are lonely. Likewise, there was a situation reported regarding a middle-aged woman in Mexico arrested due to masturbating in the cinema while watching Fifty Shades of Grey.


Berger, Arthur A. 2014, ‘What is research?’, in Media and communication research methods : an introduction to qualitative and quantitative approaches, 3rd ed., SAGE, Los Angeles, pp. 13-32, accessed on 22 Mar 2015, https://tr.uow.edu.au/uow/file/efbbb3eb-460f-4c9c-9a32-bff4e80e1468/1/What%20is%20research.pdf

Merry, S. 2015, ‘Fifty Shades of Grey’ dominated the box office but people were too embarassed to buy tickets in person, The Washington Post, accessed on 22 Mar 2015, http://www.washingtonpost.com/blogs/style-blog/wp/2015/02/17/fifty-shades-of-grey-dominated-the-box-office/

Lane, A. 2015, ‘No Pain, No Gain. Fifty Shades of Grey’, New Yorker, The Current Cinema, accessed on 22 Mar 2015, http://www.newyorker.com/magazine/2015/02/23/pain-gain

Bleier, E. 2015, That’s one way to wind up in cuffs! Woman, 33, watching 50 Shades of Grey arrested for masturbating at movie theater in Mexico during S&M-filled drama, Mail Online, accessed on 25 Mar 2015, http://www.dailymail.co.uk/news/article-2964268/Woman-watching-50-Shades-Grey-Mexico-arrested-masturbating-movie-theater.html


One thought on “Qualitative and Quantitative Research on Fifty Shades of Grey

  1. Nice post! Makes me feel like I need to step up my hyperlinking game because you did so well to get that many credible sources. I personally don’t think I could have sat in entire theatre with friends/randoms and watched 50 shades! But i suppose some people (millions apparently) are more comfortable than others. I started the book to see what all the fuss was about (I guess you could say I “researched” haha) but only got a quarter of the way through because I found it boring. Keep it up

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