 | Learning Objectives
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TO EXAMINE HOW ADVERTISERS gain information about the marketplace and how they apply their findings to marketing and advertising decision making.
After studying this chapter, you will be able to:- Discuss how research helps advertisers locate market segments and identify target markets.
- Explain the basic steps in the research process.
- Discuss the differences between formal and informal research and primary and secondary data.
- Explain the methods used in qualitative and quantitative research.
- Define and explain the concepts of validity and reliability.
- Recognize the important issues in creating survey questionnaires.
- Explain the challenges international advertisers face in collecting research data abroad.
- Debate the pros and cons of advertising testing.
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