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Advertising agencies employ research for both strategic and evaluative
purposes. Strategic research (1) the agency to better
understand how consumers use a product or service and how they (2)
the product or service. Strategic research also determines the types
of people most (3) buy the product. That group of people is
called the (4) market. Advertisers have limited budgets so
knowing who is most likely to buy a (5) product helps them
spend their advertising budget more (6) . Evaluative research
is used after the advertising has run and seeks to determine how well consumers
remember the advertising message and how (7) it was.
Evaluative research is expensive, and (8) , many advertisers
do not employ it. (9) , they try to measure the advertising’s
effectiveness by analyzing sales results. Agencies use both
qualitative and quantitative research methods. Agencies employ qualitative
research to gain (10) understanding of the marketing
situation. This research method uses open-ended questions that allow consumers
to explain their values, beliefs, and behaviors (11)
. Agencies use quantitative research to determine a
final course of action. This type of research uses close-ended questions
(12) answers are selected from a set list. This enables the
researcher to determine the exact percentage of people who answered yes or no to
a question or the exact percentage choosing answer a, b, or c. One of the most
(13) quantitative research techniques is the (14)
in which researchers use a questionnaire to gain information from a
large group of people, called a sample. The findings provided by quantitative
research are therefore (15) in a way that qualitative
research cannot be.