Term
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Definition
| A process of using research to gain information about the brand in its marketplace, the consumer’s perspective, or both, and to use that research to contribute directly to advertising development. |
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Term
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Definition
| Research that investigates all elements of the marketing mix. |
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Term
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Definition
| All research that leads to the creation of an ad. |
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Term
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Definition
| Information that already has been compiled and published |
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Term
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Definition
| Information that is collected from original sources. |
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Term
| Secondary research suppliers |
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Definition
| Research firms that gather and organize information around specific topic areas for other interested parties. |
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Term
| Primary research suppliers |
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Definition
| Research firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service |
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Term
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Definition
| A process of using research to gain information about the brand in its marketplace, the consumer’s perspective, or both, and to use that research to contribute directly to advertising development. |
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Term
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Definition
| Research that seeks to understand how people think and behave and why |
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Term
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Definition
| Research that uses statistics to describe consumers. |
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