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Questions and Answers
Qualitative research focuses on numerical data and statistical analysis
False
Quantitative research seeks to measure the impact of specific variables and assess the effectiveness of advertising campaigns
True
Ethnographic research aims to understand the social and cultural aspects that shape behavior by closely observing a group
True
Naturalistic observation in advertising research involves observing how individuals interact with advertisements in a real-world setting
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Structured observation in quantitative research aims to understand consumer attitudes, emotions, and perceptions through methods such as focus groups and in-depth interviews
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Design thinking lifestyle research uses survey data from consumers to answer questions about themselves
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Projective techniques allow consumers to project their thoughts and feelings onto blank or neutral surfaces
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Concept testing seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury
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Lifestyle research uses survey data from consumers who have answered questions about themselves using projective techniques
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Zaltman Metaphor Elicitation Technique (ZMET) encourages participants to think in metaphors
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