Qualitative Analysis

You need to use qualitative media monitoring to assess the performance of media against measures, such as ethical or professional standards in the case of journalistic reports, impact on the behaviour of target audiences that cannot be easily quantified. These standards include but are not limited to balance, accuracy, timeliness, choice of issues, omission of information, positioning of items, uptake of recommended messages, among others. For this particular qualitative analysis, it is important you ensure your monitors: