Quantitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's responses to advertisements,and focus groups represent a major form of quantitative ad research.

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Quantitative research is concerned with numerical data and statistical analysis. Focus groups are a form of qualitative research that aims to explore and understand people's attitudes, beliefs, and opinions. Therefore, focus groups are a major form of qualitative ad research, not quantitative.

Quantitative Research Is Concerned with Generating Insights into and Interpretations