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Digital media offers oceans of 'real data' but cannot of itself identify the human meanings. Semiotics enables us to identify the structures which define meaning but is entirely qualitative. We combined both to create 21st-century Qual & Quant.
Our objective in the pig growth promoter survey was not only to measure existing product usage but also to examine attitudes to the growth promoter/feed additive category in general, and then to establish as clearly as possible farmers' awareness of...