- qualitative research
- Research generally conducted with focus groups or by using open-ended questions on surveys. The purpose of qualitative research is to obtain subjective information about a product or an ad campaign (e.g. Does the color of this product appeal to you? Why or why not?)
- quantitative research
- Research focused on statistical analysis of objective data, generally gathered through the use of surveys to large groups.
- A graphics program that enables art directors to organize text and photos in electronic files.
- A document that is used to guide what questions are to be asked respondents and in what order, and sometimes lists the alternative responses that are acceptable.