Which form of message research is concerned with generating insights into and interpretations of those advertising elements that influence people's response to advertisements?
A) secondary
B) qualitative
C) quantitative
D) valid
E) reliable

Question

Quizplus · Accepted Answer

Qualitative research is focused on generating insights and interpretations through open-ended, exploratory techniques. This kind of research is often used to understand how people respond to advertising and what factors affect their reactions. Qualitative research methods include focus groups, in-depth interviews, and ethnographic research.

Which Form of Message Research Is Concerned with Generating Insights