Examples of Qualitative Measurements.

Active: someone who purposely goes to the cinema to view the production.
Passsive: someone who goes to see the production because they have been taken by or for someone else e.g. with a partner or children.
Preferred: someone who goes to see a production that is specifically aimed at them.
Hedonist: someone who is purely devoted to their own pleasure e.g. they go to see a production because they want to.
Traditionalist: someone who goes to view a production because they know they will like it.
Post-Modernist: someone who goes to see a production because they know the original and want to see the re-make.