Term
Primary vs. Secondary Research |
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Definition
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
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
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
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
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
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
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
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
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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