Answer to Question 1
Qualitative research is concerned with generating insights into and interpretations of those advertising elements that influence people's response to advertisements. Focus groups represent one form of qualitative research. There are more sophisticated forms of qualitative advertising research that seek to better understand the meaning consumers derive from advertisements and the mental models that drive their thinking and behavior. One such method is the Zaltman Metaphor Elicitation Technique (ZMET) and is based on several underlying premises, such as the fact that most human communication involves nonverbal elements, that people's thoughts and feelings occur nonverbally as images, and that metaphors are the key mechanism for tapping into people's thoughts and feelings. Qualitative research can be invaluable as input into developing advertising copy, so it is primarily used as a basis for developing advertising copy rather than testing that copy.
Quantitative research is concerned with measuring the effects an advertisement may have (pretest research) or has had (posttest research). Quantitative message research can be categorized in four groups of measures: (1) recognition and recall, (2) emotional reactions, (3) persuasion, and (4) sales response.
Answer to Question 2
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