Term
| Primary vs. Secondary Research |
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Definition
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Primary: Info collected for first time from original sources Secondary: Research that uses available published info about a topic
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Term
Quantitiative vs. Qualitative Research |
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Definition
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Quantitative: numerical data (# of users/purchases) -Large sample sizes, random sampling Qualitative: research for how/why consumers behave certain way
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Term
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Definition
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Research used to gather info about particular market Surveys/Interviews= How ppl perceive brand personalities
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Term
| Consumer Insight Research |
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Definition
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Researchers try to determine what motivates ppl to buy a product/become involved in brand relationship Gain target audience attention
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Term
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Definition
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Gathering of all possible media/marketing comm. tools that can deliver a msg Msg Devel. Research= read secondary info to be informed on brand/company, competition, media, and product.
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Term
Concept Testing Evaluative Research=Copy Testing |
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Definition
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Use of qualitative research to decide if idea will solve business problem/achieve ad's objective Pretesting= research on final draft before hits shelves
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Term
| Background Research: Survey Research |
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Definition
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Quantitative method that uses interviews to ask large # ppl set of questions. Sampling= studying a subset of a larger pop.
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Term
Background Research: Indepth interview vs. Focus Group |
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Definition
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Indepth Interview= 1 v.1 open ended questions; more flex. than survey Focus Group= 8-10 ppl Expert Panel= collects focus group data Friendship focus group= takes place in comfortable setting; i.e. host's house
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Term
| Background Research: Observation Research |
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Definition
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Qualitative, use video, audio, and cameras to record consumer behavior at home, in stores, etc. Ethnographic Research=culture studies of a consumer
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