Primary: Info collected for first time from original sources

 Secondary: Research that uses available published info about a topic

Quantitiative vs. Qualitative Research

Quantitative: numerical data (# of users/purchases)

 -Large sample sizes, random sampling

Qualitative: research for how/why consumers behave certain way

Research used to gather info about particular market

Surveys/Interviews= How ppl perceive brand personalities

Researchers try to determine what motivates ppl to buy a product/become involved in brand relationship

Gain target audience attention

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.

Concept Testing

Evaluative Research=Copy Testing

Use of qualitative research to decide if idea will solve business problem/achieve ad's objective

Pretesting= research on final draft before hits shelves

Quantitative method that uses interviews to ask large # ppl set of questions.

Sampling= studying a subset of a larger pop.

Background Research:

Indepth interview vs. Focus Group

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

Qualitative, use video, audio, and cameras to record consumer behavior at home, in stores, etc.

Ethnographic Research=culture studies of a consumer