The unquantifiable information about media is labelled as: 

(A) soft data

(B) spot data

(C) qualitative data

(D) descriptive data

Correct Ans: (D)

Explanation:

Researchers label the unquantifiable information about media as descriptive data. This type of data includes details that cannot be easily measured or counted but are crucial for understanding the context, tone, or qualities of media content. Descriptive data is typically qualitative, offering insights into aspects like themes, emotions, audience reactions, or content characteristics.

For example, media researchers may describe the tone of a news broadcast or the emotional impact of an advertisement. These qualities are not measurable directly, but they provide valuable information about the message or audience experience. Thus, descriptive data plays a vital role in analyzing media, providing a deeper understanding of its influence, style, or reception.

In contrast, quantitative data involves numerical measures, such as audience size or viewer ratings. Descriptive data, on the other hand, focuses on what researchers observe or feel, offering a rich, contextual perspective that complements numerical analysis.