Though some forms of ad research have fallen out of favor over the decades, ____ research still provides helpful results, particularly when the researcher meets directly with the consumer.

Question

Quizplus · Accepted Answer

Qualitative research involves collecting non-numerical data, such as opinions, attitudes, and behaviors, which can be useful in understanding the motivations and preferences of consumers. This type of research is typically conducted through face-to-face interviews or focus groups, allowing researchers to directly observe and interact with participants. While statistical and quantitative research may provide more precise numerical data, qualitative research can provide rich insights and valuable feedback for advertising campaigns. Normative research, on the other hand, is focused on determining what is considered "normal" or acceptable behavior in a given context, and is less directly relevant to advertising research.

Though Some Forms of Ad Research Have Fallen Out of Favor